Consumer Behavior: Buying, Having, and Being

Consumer Behavior: Buying, Having, and Being, 14th Edition, is a textbook that examines how consumers choose, acquire, use, and discard goods, services, ideas, and experiences. The text investigates factors that influence consumption decisions and non-choices, highlighting the impact of social media and the digital age.

The volume addresses fundamental cognitive processes, including perception, meaning creation, learning, and motivation, alongside marketplace ethics and planetary concerns. It also explores how individuals form attitudes, make decisions, and use products to construct identity and communicate personal values.

Because consumption carries both professional and personal relevance, the text presents concepts designed for application outside the classroom. Coverage also highlights the social dynamics of belonging, examining how groups, social class, and cultural contexts shape consumer behavior.