In this webinar Radhika Duggal introduces her new digital textbook "Consumer Behavior: A Marketer's Look Into the Consumer Mind".

1. CONSUMER BEHAVIOR
A MARKETER’S LOOK INTO THE
CONSUMER MIND
BY RADHIKA DUGGAL

2. About the Author
● Adjunct faculty member at the Leonard N. Stern School of
Business at New York University, Yeshiva University and
Baruch College.
● 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
● Head of Student Marketing at Chase
● Previous Roles Include: Head of Marketing at Commonbond,
Senior Marketing Manager at Pfizer, Deloitte Consulting
Manager
radhika.duggal@gmail.com

3. What Makes This Text Different
● Focuses on the real – life application of consumer behavior
theory – how marketers and agency professionals put the
theory to work each and every day
● Brings to life the fact that students considering many
professions, above and beyond marketing, from strategy to
investment banking, can use consumer behavior to excel
in their day jobs

4. Text Overview
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

5. Instructor Resources
● Syllabus
● Quiz & Test Bank
● Projects
● Lecture Slides
● Quiz Review slides

6. What is to Come...
● Expert sessions
● Case studies
● Video/audio lessons