Consumer Behavior: Buying, Having, and Being, Global Edition, 14th Edition

Why do people choose one product over another—and what do those choices say about who they are, what they value, and where they belong? Consumer Behavior: Buying, Having, and Being explores those questions across the full arc of consumption, from perception and motivation to purchase, use, and disposal.

Michael R. Solomon and Cristel Antonia Russell bring together psychological, social, cultural, and marketing perspectives in a textbook that treats consumer behavior as more than a transaction. The result is a broad view of how people make meaning in a marketplace increasingly shaped by digital life, brands, and social influence.

From first impressions to everyday decisions

The book begins with the foundations of consumer behavior and the ethical questions surrounding markets and the planet. It then examines how consumers perceive and interpret information, learn and remember, form motivations, develop attitudes, and make decisions. Later chapters follow what happens when products enter people’s lives: how they are bought, used, shared, and eventually disposed of.

Consumption, identity, and belonging

A central thread is the connection between what people consume and how they understand and express themselves. The text considers identity, personality, values, lifestyles, and brand meaning, then widens the lens to families, generations, social class, communities, and culture. This structure helps readers see consumer choices in both personal and social context.

Marketing in a changing marketplace

Topics include persuasion, consumer memory, online decision-making, social media, influencers, customer reviews, e-commerce, data, and responsible consumption. Rather than treating these subjects as isolated trends, the book places them within broader discussions of consumer psychology and marketplace behavior.

Organized for study and further exploration

Four sections address data cases, careers in consumer research, research methods, and sources of secondary data. Together with the chapter sequence, they give students a route from core concepts toward research applications and the wider evidence used to study consumers.

Who may find it useful?

This Global Edition is designed for readers studying consumer behavior and marketing, and may also interest anyone seeking a structured introduction to how individual choices connect with brands, groups, and culture. 📚