INSTRUCTOR’S MANUAL
Consumer Behavior
ST
Michael Solomon, Cristel Antonia Russell
────────────────────────────────────────────────────
UV
15th Edition
IA
?_
AP
INSTRUCTOR’S
PR
MANUAL
OV
ED
??
, Instructor Manual
Consumer Behavior, 15th Edition
Michael R. Solomon · Rebekah Russell-Bennett
15TH EDITION
ST
TABLE OF CONTENTS
UV
SECTION I — INTRODUCTION & CONSUMER CONTEXT
Buying, Having, and Being: An Introduction to Consumer
Chapter 01
Behavior
Chapter 02 Consumer Ethics, the Marketplace, and the Planet
IA
SECTION II — PERCEPTION, LEARNING & MOTIVATION
Chapter 03 Perceiving and Making Meaning
?_
Chapter 04 Learning, Remembering, and Knowing
Chapter 05 Motivation
AP
SECTION III — ATTITUDES, DECISIONS & BEHAVIOUR
Chapter 06 Attitudes and How to Change Them
Chapter 07 Deciding
PR
Chapter 08 Buying, Using, and Disposing
SECTION IV — IDENTITY, PERSONALITY & VALUES
Chapter 09 Identity and the Self
OV
Chapter 10 Personality, Values, and Lifestyles
SECTION V — SOCIETY, CULTURE & GROUPS
Chapter 11 Social and Cultural Identity
ED
Chapter 12 How Groups Define Us
Chapter 13 Social Class and Status
Chapter 14 Culture
??
, Chapter 1: Buying, Having, and Being: An Introduction to Consumer Behavior
Chapter 1:
BUYING, HAVING, AND BEING: AN INTRODUCTION TO CONSUMER BEHAVIOR
CHAPTER OBJECTIVES
ST
When students finish this chapter, they should be able to:
1-1. Summarize how the consumption of goods, services, experiences, and ideas is a major part
of our lives.
1-2. Recognize the technological developments that affect consumer behavior.
UV
1-3. Identify the sociocultural trends that require constant monitoring to understand the consumer
behavior.
1-4. Explain how consumption both contributes to the world’s problems and provides solutions.
1-5. Describe the many disciplines and perspectives that inform our understanding of consumer
behavior.
IA
CHAPTER SUMMARY
Summarize how the consumption of goods, services, experiences, and ideas is a major part of our
lives.
?_
Consumer behavior is the study of the processes involved when individuals or groups select,
purchase, use, or dispose of products, services, ideas, or experiences to satisfy needs and desires
and to define and express their identities. The needs and desires we satisfy range from hunger and
AP
thirst to love, status, and even spiritual fulfillment. Consumption refers to all facets of the
consumer behavior process, which includes how we observe and make sense of the world around
us, how we choose and purchase things, and how we use consumption to communicate our identity
and our sense of self in society. One of the fundamental premises of the modern field of consumer
behavior is that people buy products not for what they do but for what they mean. Our
PR
consumption choices help us define our identity. Identity is a multilayered concept that involves
our personal self and our social self.
Recognize the technological developments that affect consumer behavior.
OV
There’s little doubt that the digital revolution is one of the most significant influences on consumer
behavior, and the impact of the internet will continue to expand as more and more people around
the world log in. Communications no longer just flow top-down from companies and established
media to passive recipients (consumers). Today, they also flow across regular users. Social media
refers to the online means of communication, conveyance, collaboration, and cultivation among
interconnected and interdependent networks of people, communities, and organizations enhanced
ED
by technological capabilities and mobility. Every day, the influence of social media expands as
more people join online communities. As part of our online activity, we are all generating massive
amounts of information that holds tremendous value for marketers, especially as our devices
increasingly connect to one another as part of the Internet of Things (IoT). The collection and
analysis of extremely large datasets is called Big Data. This data explosion is profoundly changing
??
the way we think about consumer behavior.
Copyright © 2027 . 1-1
, Chapter 1: Buying, Having, and Being: An Introduction to Consumer Behavior
Identify the sociocultural trends that require constant monitoring to understand the consumer
behavior.
Our journeys as consumers are shaped by when and where we live, the types and numbers of
ST
people around us, the technology with which we have access, and other factors. These ever-
changing trends require constant monitoring. Understanding consumer behavior means staying on
top of consumer trends.
Explain how consumption both contributes to the world’s problems and provides solutions.
UV
Many critics argue that consumption is the source of many of the world’s problems: growing
mental and physical health problems, climate change, addiction, and other issues that threaten our
quality of life as individuals and as a society. They claim that modern marketing practices make
these problems worse because they create unhealthy needs that people then try to satisfy. It’s just
as easy to argue that consumption can also be the source of solutions to a better world. A greener
IA
planet will require that consumers make better, more environmentally sound choices. For
businesses also, responsible marketing is about merging consumer centricity, a focus on meeting
consumers’ needs, with making a positive impact on our communities—both in the small sense
(local communities) and in the broad sense (our planet).
?_
Describe the many disciplines and perspectives that inform our understanding of consumer
behavior.
AP
Many different perspectives shape the field of consumer research. You can find people with
training in a wide range of disciplines—from neuroscience to anthropology—doing consumer
research. Universities, manufacturers, museums, advertising agencies, and governments employ
consumer researchers.
PR
CHAPTER OUTLINE
I.C onsumer Behavior: People in the Marketplace
A.W hat Is Consumer Behavior?
Consumer behavior is the study of the processes involved when individuals or
OV
groups select, purchase, use, or dispose of products, services, ideas, or experiences to
satisfy needs and desires to define and express their identities.
1.C onsumption Is a Process.
a.C onsumer behavior is a dynamic, ongoing process, not merely what
happens at the moment a consumer hands over money or a credit card and,
in turn, receives some good or service.
ED
b.C onsumption refers to all facets of the consumer behavior process, which
include how we observe and make sense of the world around us, how we
choose and purchase things, and how we use consumption to communicate
our identity and our sense of self in society.
2.W hat Does It Mean to Consume?
??
a. P eople buy products not for what they do, but for what they mean. The
roles products (and services) play in our lives extend well beyond the tasks
they perform. All things being equal, we choose the brand that has an
Copyright © 2027 . 1-2
Consumer Behavior
ST
Michael Solomon, Cristel Antonia Russell
────────────────────────────────────────────────────
UV
15th Edition
IA
?_
AP
INSTRUCTOR’S
PR
MANUAL
OV
ED
??
, Instructor Manual
Consumer Behavior, 15th Edition
Michael R. Solomon · Rebekah Russell-Bennett
15TH EDITION
ST
TABLE OF CONTENTS
UV
SECTION I — INTRODUCTION & CONSUMER CONTEXT
Buying, Having, and Being: An Introduction to Consumer
Chapter 01
Behavior
Chapter 02 Consumer Ethics, the Marketplace, and the Planet
IA
SECTION II — PERCEPTION, LEARNING & MOTIVATION
Chapter 03 Perceiving and Making Meaning
?_
Chapter 04 Learning, Remembering, and Knowing
Chapter 05 Motivation
AP
SECTION III — ATTITUDES, DECISIONS & BEHAVIOUR
Chapter 06 Attitudes and How to Change Them
Chapter 07 Deciding
PR
Chapter 08 Buying, Using, and Disposing
SECTION IV — IDENTITY, PERSONALITY & VALUES
Chapter 09 Identity and the Self
OV
Chapter 10 Personality, Values, and Lifestyles
SECTION V — SOCIETY, CULTURE & GROUPS
Chapter 11 Social and Cultural Identity
ED
Chapter 12 How Groups Define Us
Chapter 13 Social Class and Status
Chapter 14 Culture
??
, Chapter 1: Buying, Having, and Being: An Introduction to Consumer Behavior
Chapter 1:
BUYING, HAVING, AND BEING: AN INTRODUCTION TO CONSUMER BEHAVIOR
CHAPTER OBJECTIVES
ST
When students finish this chapter, they should be able to:
1-1. Summarize how the consumption of goods, services, experiences, and ideas is a major part
of our lives.
1-2. Recognize the technological developments that affect consumer behavior.
UV
1-3. Identify the sociocultural trends that require constant monitoring to understand the consumer
behavior.
1-4. Explain how consumption both contributes to the world’s problems and provides solutions.
1-5. Describe the many disciplines and perspectives that inform our understanding of consumer
behavior.
IA
CHAPTER SUMMARY
Summarize how the consumption of goods, services, experiences, and ideas is a major part of our
lives.
?_
Consumer behavior is the study of the processes involved when individuals or groups select,
purchase, use, or dispose of products, services, ideas, or experiences to satisfy needs and desires
and to define and express their identities. The needs and desires we satisfy range from hunger and
AP
thirst to love, status, and even spiritual fulfillment. Consumption refers to all facets of the
consumer behavior process, which includes how we observe and make sense of the world around
us, how we choose and purchase things, and how we use consumption to communicate our identity
and our sense of self in society. One of the fundamental premises of the modern field of consumer
behavior is that people buy products not for what they do but for what they mean. Our
PR
consumption choices help us define our identity. Identity is a multilayered concept that involves
our personal self and our social self.
Recognize the technological developments that affect consumer behavior.
OV
There’s little doubt that the digital revolution is one of the most significant influences on consumer
behavior, and the impact of the internet will continue to expand as more and more people around
the world log in. Communications no longer just flow top-down from companies and established
media to passive recipients (consumers). Today, they also flow across regular users. Social media
refers to the online means of communication, conveyance, collaboration, and cultivation among
interconnected and interdependent networks of people, communities, and organizations enhanced
ED
by technological capabilities and mobility. Every day, the influence of social media expands as
more people join online communities. As part of our online activity, we are all generating massive
amounts of information that holds tremendous value for marketers, especially as our devices
increasingly connect to one another as part of the Internet of Things (IoT). The collection and
analysis of extremely large datasets is called Big Data. This data explosion is profoundly changing
??
the way we think about consumer behavior.
Copyright © 2027 . 1-1
, Chapter 1: Buying, Having, and Being: An Introduction to Consumer Behavior
Identify the sociocultural trends that require constant monitoring to understand the consumer
behavior.
Our journeys as consumers are shaped by when and where we live, the types and numbers of
ST
people around us, the technology with which we have access, and other factors. These ever-
changing trends require constant monitoring. Understanding consumer behavior means staying on
top of consumer trends.
Explain how consumption both contributes to the world’s problems and provides solutions.
UV
Many critics argue that consumption is the source of many of the world’s problems: growing
mental and physical health problems, climate change, addiction, and other issues that threaten our
quality of life as individuals and as a society. They claim that modern marketing practices make
these problems worse because they create unhealthy needs that people then try to satisfy. It’s just
as easy to argue that consumption can also be the source of solutions to a better world. A greener
IA
planet will require that consumers make better, more environmentally sound choices. For
businesses also, responsible marketing is about merging consumer centricity, a focus on meeting
consumers’ needs, with making a positive impact on our communities—both in the small sense
(local communities) and in the broad sense (our planet).
?_
Describe the many disciplines and perspectives that inform our understanding of consumer
behavior.
AP
Many different perspectives shape the field of consumer research. You can find people with
training in a wide range of disciplines—from neuroscience to anthropology—doing consumer
research. Universities, manufacturers, museums, advertising agencies, and governments employ
consumer researchers.
PR
CHAPTER OUTLINE
I.C onsumer Behavior: People in the Marketplace
A.W hat Is Consumer Behavior?
Consumer behavior is the study of the processes involved when individuals or
OV
groups select, purchase, use, or dispose of products, services, ideas, or experiences to
satisfy needs and desires to define and express their identities.
1.C onsumption Is a Process.
a.C onsumer behavior is a dynamic, ongoing process, not merely what
happens at the moment a consumer hands over money or a credit card and,
in turn, receives some good or service.
ED
b.C onsumption refers to all facets of the consumer behavior process, which
include how we observe and make sense of the world around us, how we
choose and purchase things, and how we use consumption to communicate
our identity and our sense of self in society.
2.W hat Does It Mean to Consume?
??
a. P eople buy products not for what they do, but for what they mean. The
roles products (and services) play in our lives extend well beyond the tasks
they perform. All things being equal, we choose the brand that has an
Copyright © 2027 . 1-2
