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What makes people buy the things they do? This audio cassette offers marketers insight into the buying behavior of American consumers. It reveals the hidden needs, motivations, and physical and psychological influences behind their buying habits. Presents invaluable information that can be applied to product design, packaging, marketing, and advertising. Describes how consumers learn about products and develop attitudes toward products and brands, stores and services.

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CHOICE Review

Settle, who teaches marketing at San Diego State University, and Alreck, executive director of Associated Business Consultants have done valuable work in their respective fields of specialization-consumer psychology and consumer sociology. They discuss practically all aspects of consumer/buyer behavior in a nontechnical, readable style. In 15 chapters the authors examine various behavioral concepts and constructs such as needs, motives, personality, perception, learning, attitudes, roles, reference groups, family, social class, culture, life cycle, psychographics, demographics, and consumer decision making. Although the information presented can be found in any undergraduate consumer behavior textbook, the style of presentation makes this work a valuable contribution to the field. Numerous examples make the concepts presented relevant to the practice of marketing, increasing the attractiveness of the book to marketers and business managers to which the book is targeted. No bibliography. Academic, professional, and public library collections.-O. Atac, University of Massachusetts at Boston