A Marketer’s Look Into The Consumer Mind


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Chapter 1: Introduction to Consumer Behavior

Chapter 2: Consumer Needs, Motivations, and Goals

Chapter 3: Consumer Perception

Chapter 4: Consumer Learning

Chapter 5: Consumer Personalities

Chapter 6: Consumer Attitude Formation and Change

Chapter 7: Individual Decision Making

Chapter 8: Reference Groups and Word of Mouth

Chapter 9: Persuading Consumers Through Messaging

Chapter 10: Influencing the Buying Process

Chapter 11: Creating Brand Loyalty

Chapter 12: Connecting Innovation to Consumer Behavior

Chapter 13: Cross-cultural Variations in Consumer Behavior

Chapter 14: Impact of Technology on Consumer Behavior

Chapter 15: Consumer Behavior and the Regulatory Environment


Students learn how to influence purchase decisions

Students will learn how consumers choose, use and dispose of products, services, experiences and ideas. Future marketers will gain insights on how to make sure products, services, experiences and ideas are selected by target consumers. 

Content keeps current with marketing trends

Content in this courseware will keep current thanks to updates made at least twice a year. So, you get contemporary and relevant material now and, going forward, the benefit of up-to-date content for the changing world of consumer behavior.  

In-class activities build practical, hands-on skills

Multiple in-class activities give students real-world application of topics presented in the textbook. The resources are provided — now it’s up to you to select the activities that best fit your teaching schedule and style.



Radhika Duggal is a marketing leader with extensive experience in highly regulated industries such as healthcare and financial services. Throughout her career, she has led the design and execution of innovative brand strategies to drive awareness and consideration through multi-channel marketing efforts as both a management consultant and an in-house marketing executive.

Duggal’s core competencies include

• Brand identity development including customer market research, brand positioning development, value proposition creation, and verbal and visual identity design

• Multi-disciplinary marketing team leadership, including brand managers; agency professionals; and in-house PR, content, and analytics professionals across Fortune 100 companies and startups

• Digital transformation, including digital marketing strategy, execution, operating model development, and capability building

• P&L ownership focused on cost-effectively developing and executing strategic and tactical marketing plans

Duggal earned an M.B.A. in marketing from Columbia Business School and a B.A. in marketing and international business from the Leonard N. Stern School of Business at New York University.

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