Program Objectives.
Upon completion of this program, students will acquire professional in-demand skills and will be able to:

• Correctly apply basic consumer behavior concepts and terminology.
• Analyze what, why, when, where, and how consumers buy.
• Understand consumers as individuals in their social and cultural settings.
• Understand how consumers make decisions.
• Analyze the diffusion of innovation in society and its adoption by the individual.

Consumer Behavior: Buying, Having and Being
by Michael R. Solomon
Pearson
13th edition

About the author
Michael R. Solomon, Ph.D., is a Professor of Marketing at the Haub School of Business at Saint Joseph’s University in Philadelphia. He was chair of the Department of Marketing at the School of Business at Rutgers University, New Brunswick, New Jersey. He earned his Ph.D. in social psychology from the University of North Carolina at Chapel Hill. He served an elected six-year term on the Board of Governors of the Academy of Marketing Science. Professor Solomon has been recognized as one of the 15 most widely cited scholars in the academic behavioral sciences/fashion literature. Professor Solomon is a frequent contributor to mass media. His feature articles have appeared in magazines such as Psychology Today, Gentleman’s Quarterly, and Savvy. He frequently appears on television and speaks on the radio to comment on consumer behavior issues, including appearances on The Today Show, Good Morning America, Inside Edition, Newsweek on the Air, the Entrepreneur Sales and Marketing Show, CNBC, Channel One, the Wall Street Journal Radio Network, the WOR Radio Network, and National Public Radio.

About the Publisher
Pearson is the world's largest education company. Although Pearson generates approximately 60 percent of its sales in North America, it operates in more than 70 countries. In 2019 Pearson announced it would begin the process of phasing out the publishing of printed textbooks, in a plan to move into a more digital-first strategy. The company reportedly envisions students relying more on e-textbooks, which would be updated frequently.