Consumer Behavior: Buying, Having, Being

Consumer Behavior: Buying, Having, Being, 13th Edition, is a textbook by Michael R. Solomon, published by Pearson. The volume provides an examination of consumer decisions unfolding before, during, and after a purchase.

The text focuses on how having or lacking specific products influences everyday life. It investigates how product ownership affects self-perception and interpersonal relationships within digital environments and social media channels.

Designed for students of consumer behavior, the textbook links theoretical concepts to practical situations outside the classroom. Revisions for the 2020 edition incorporate coverage of major marketing trends, supporting the personal and professional relevance of the material.