For undergraduate and MBA courses in consumer behavior.
Solomon goes beyond the discussion of why people buy things and explores how products, services, and consumption activities contribute to shape people’s social experiences.
A textbook for marketing students and professionals. Solomon (consumer affairs, Auburn U.) stresses consumer research and the importance of understanding consumers in formulating market strategy. He also considers the "warts" of marketing--instances of marketing mistakes and ethically suspect activities--as well as the impact marketing has had on popular culture. Sections include: consumers in the marketplace, consumers as individuals and as decision makers, consumers and subcultures, and consumers and culture. Annotation c. Book News, Inc., Portland, OR (booknews.com)