Description

Consumer Behavior: Buying, Having, and Being introduces the study of consumer behavior by examining why people buy, use, and dispose of products, services, and experiences. The book explains that consumer behavior is not limited to the moment of purchase; it also includes the thoughts, emotions, social influences, and cultural factors that shape decisions before, during, and after consumption.

The introduction emphasizes that consumers’ choices are influenced by a combination of psychological, social, cultural, economic, and technological factors. Understanding these influences helps organizations develop products, marketing strategies, and customer experiences that better meet consumer needs while also helping individuals understand their own purchasing decisions.