[{"data":1,"prerenderedAt":-1},["ShallowReactive",2],{"doc-detail-115211-en":3,"doc-seo-115211-105":30,"detail-sidebar-cat-0-en-105":92},{"code":4,"msg":5,"data":6},0,"success",{"doc_id":7,"user_id":8,"nickname":9,"user_avatar":10,"doc_module":4,"category_id":11,"category_name":12,"doc_title":13,"doc_description":14,"doc_content":15,"file_id":16,"file_url":17,"file_type":18,"file_size":19,"view_count":11,"is_deleted":4,"is_public":20,"is_downloadable":20,"audit_status":20,"page_count":21,"language":22,"language_code":23,"site_id":24,"html_lang":23,"table_of_contents":25,"faqs":26,"seo_title":27,"seo_description":14,"update_tm":28,"read_time":29},115211,687207017582,"Himbo","https://ap-avatar.wpscdn.com/davatar_994ba38a5ba835b3df7d355c54d3ed8d",8,"Research & Report","Consumer Behavior - Preface - Chapter overview","Consumer Behavior is written for undergraduates, MBA students, and executives, aiming to deliver a contemporary, engaging voice for the study of consumer behavior. The book positions consumer behavior as a course learners can relate to because everyone is a consumer. It also outlines how chapters are organized to help professors educate students and to show the strategic value of consumer insights for brand and company success. The preface previews an overview of what the field is, why it matters, and how buying decisions unfold.","|  |  |  |\n| --- | --- | --- |\n| Consumer Behavior |  |  |\n|  |  |  |\n\nConsumer Behavior  \nAyalla Ruvio  \nEli Broad College of Business, Michigan State University  \nand  \nDawn Iacobucci  \nOwen Graduate School of Management, Vanderbilt University  \nVP  \nDirector, Portfolio Management EDITOR  \nEDITORIAL ASSISTANT SENIOR MANAGING EDITOR PRODUCTION EDITOR MARKETING COORDINATOR COVER PHOTO CREDIT  \nNancy Gerome Lise Johnson Jennifer Manias Campbell McDonald Judy Howarth  \nUmamaheswari Gnanamani Jessica Spettoli  \nd3sign/Getty Images; © Prostock-studio/Shutterstock;  \n© filadendron/Getty Images; © SDI Productions/Getty Images;© eclipse_images/Getty Images; © Tom Werner/Getty Images  \nThis book was set in 9.5/12 STIX Two Text by StraiveTM.  \nFounded in 1807, John Wiley & Sons, Inc. has been a valued source of knowledge and understanding for more than 200 years, helping people around the world meet their needs and fulfill their aspirations. Our company is built on a foundation of principles that include responsibility to the communities we serve and where we live and work. In 2008, we launched a Corporate Citizenship Initiative, a global effort to address the environmental, social, economic, and ethical challenges we face in our business. Among the issues we are addressing are carbon impact, paper specificationsand procurement, ethical conduct within our business and among our vendors, and community and charitable support. For more information, [please visit our website: www.wiley.com/go/citizenship](please visit our website: www.wiley.com/go/citizenship).  \nCopyright © 2023 John Wiley & Sons, Inc. All rights reserved. No part of this publication may be reproduced, stored in a retrieval system, or transmitted in any form or by any means, electronic, mechanical, photocopying, recording, scanning or otherwise, except as permitted under Sections 107 or 108 of the 1976 United States Copyright Act, without either the prior written permission of the Publisher, or authorization through payment of the appropriate per-copy fee to the Copyright Clearance Center, Inc., 222 Rosewood Drive, Danvers, MA 01923 ([Web site: www.copyright.com](Web site: www.copyright.com)). Requests to the Publisher for permission should be addressed to the Permissions Department, John Wiley & Sons, Inc., 111 River Street, Hoboken, NJ 07030-5774,(201) 748-6011, fax (201) 748-6008, or online [at: www.wiley.com/go/](at: www.wiley.com/go/)[ ](at: www.wiley.com/go/)permissions.  \nEvaluation copies are provided to qualified academics and professionals for review purposes only, for use in their courses during the next academic year. These copies are licensed and may not be sold or transferred to a third party. Upon completion of the review period, please return the evaluation copy to Wiley. Return instructions and a free of [charge return shipping label are available at: www.wiley.com/go/returnlabel. If you have chosen to adopt](charge return shipping label are available at: www.wiley.com/go/returnlabel. If you have chosen to adopt) this textbook for use in your course, please accept this book as your complimentary desk copy. Outside of the United States, please contact your local sales representative.  \nISBN: 978-1-119-91241-5 (PBK)  \nISBN: 978-1-119-91242-2 (EVALC)  \nLibrary of Congress Cataloging-in-Publication Data  \nLCCN number: 2022049701  \nThe inside back cover will contain printing identification and country of origin if omitted from this page. In addition, if the ISBN on the back cover differs from the ISBN on this page, the one on the back cover is correct.  \nAcknowledgments  \nThe authors wish to thank the many people at Wiley who have helped to make this Consumer Behavior book possible! They include Jennifer Manias, Editor; Campbell McDonald, Editorial Assistant; Jessica Spettoli, Assistant Marketing Manager; Judy Howarth, Senior Managing Editor; and, Umamaheswari Gnanamani, Content Refinement Specialists.  \nWe are also grateful to Rich S., Rick B., and Sidney L. 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