Consumer Behavior 15th edition by Solomon

Consumer Behavior, 15th Edition by Solomon is a Pearson marketing textbook that examines why people buy, use, share, and dispose of products and services. The book connects psychology, sociology, culture, and marketing strategy to explain consumer motivation, perception, learning, attitudes, identity, decision making, and group influence. Students learn how brands and marketers interpret consumer insights and apply them to positioning, advertising, retailing, and digital engagement. With its contemporary focus on consumer culture and marketplace behavior, this edition is well suited for undergraduate and graduate courses in marketing and consumer research.