Down-to-earth, highly engaging, and thorough, Consumer Behavior in Action does more than any other consumer behavior textbook to generate student interest and involvement through extensive in-class and written application exercises.

The text's four parts can be covered in any sequence after Part I, which provides an overview of consumer behavior and covers foundational material on market segmentation. Part II covers the consumer decision-making process in general as well as each of the specific stages of that process. Part III investigates societal influences on consumer behavior, from society and culture to interpersonal, and Part IV deals with the micro-psychological influences on consumer decision-making.

Each chapter includes several exercises in self-contained units, each with its own applications, as well as learning objectives and an easy-to-understand background textual discussion. Each chapter also includes a key concepts list, review questions, and a solid summary to help initiate further student research.

The text includes ten different types of engaging exercises: analysis of advertisements, analysis of scenarios, introspection into students' own consumer behavior, interactive Internet exercises, experimental and survey fieldwork, quantitative exercises, creative exercises, debatable issues, ethical analyses, and marketplace analyses.

“A magnificent combination of the ideal teaching text and practical primer on consumer behavior. Professors will find it a substantive work designed to enhance the learning experience; students will find a clearly written explanation of the discipline with clear useful applications. I recommend it without reservation.” — James V. Dupree, Grove City College (*)

“This book is where the theory of consumer behavior meets marketing practice. Written in an accessible and lucid style, it presents as much terminology and insight from psychology, sociology and economics as is necessary and as much application as is possible. Ethical analysis is integrated throughout the text. With all its exercises, illustrations, charts, and review questions, this is more than a textbook—a full workbook indeed.” — Wolfgang Grassl, St. Norbert College

“After 40 years of experience with two Fortune 500 companies, I can assure you that understanding both individual and collective consumer behavior is one of today's top challenges for all B2C marketing organizations. It is extremely important to be able to correctly predict consumer reaction to a product or a marketing communications program launched to a specific target market. This text clearly describes the steps, processes and actions marketers need to take in this regard. Included in the book are many helpful applications for students to develop a thorough understanding of consumer behavior and its importance to any marketing organization.” — George R. Cook, University of Rochester

“Lantos furnishes readers with a new way and a new language for discussing and recapturing vital contemporary issues in the field of consumer behavior. There is no doubt that this creatively and well-crafted textbook will have a great positive impact on teaching and studying of consumer behavior.” — Robert Guang Tian, Medaille College