Consumer Behavior: Building Marketing Strategybuilds on theory to provide students with a usable, strategic understanding of consumer behavior that acknowledges recent changes in internet, mobile and social media marketing, ethnic subcultures, internal and external influences, global marketing environments, and other emerging trends. Updated with strategy-based examples from an author team with a deep understanding of each principle's business applications, the fourteenth edition contains current and classic examples of both text and visual advertisements throughout to engage students and bring the material to life. Topics such as ethics and social issues in marketing as well as consumer insights are integrated throughout the text and cases. The 15th edition of Mothersbaugh/Hawkins is tech-forward in both format and content, featuring the Connect with SmartBook 2.0. PART ONE: INTRODUCTION
Chapter 1: Consumer Behavior and Marketing Strategy
PART TWO: EXTERNAL INFLUENCES
Chapter Two: Cross-Cultural Variations in Consumer Behavior
Chapter Three: The Changing American Society: Values
Chapter Four: The Changing American Society: Demographics and Social Stratification
Chapter Five: The Changing American Society: Subcultures
Chapter Six: The American Society: Families and Households
Chapter Seven: Group Influences on Consumer Behavior
Part Two Cases: Cases 21 through 28
PART THREE: INTERNAL INFLUENCES
Chapter Eight: Perception
Chapter Nine: Learning, Memory, and Product Positioning
Chapter Ten: Motivation, Personality, and Emotion
Chapter Eleven: Attitudes and Influencing Attilc:
![Loose Leaf for Consumer Behavior [Loose-leaf]](/itemImage/2/3/4/0/2_6871941.jpg "Loose Leaf for Consumer Behavior [Loose-leaf]")