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Consumers
Eric Arnould, University of Nebraska
George Zinkhan, University of Georgia
Linda Price, University of Nebraska
Acquiring Things

Chapter Objectives

After reading this chapter, you should be able to:

I.

Describe consumer acquisition strategies, behaviors and major models of exchange.

II.

Be familiar with some basic approaches to consumer purchase decision-making.

III.

Recognize some links between purchase timing, frequency and marketing tactics.

IV.

Understand the relationships between brand switching and marketing tactics.

V.

Understand the nature of barrier behavior and be aware of its implications in marketing

VI.

Identify the uses of countertrade in inter-organizational purchase behavior

VII.

Recognize the importance of gift exchange in consumer behavior

VIII.

Know the differences between interpersonal and self-gifts




McGraw-Hill/Irwin




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