This book goes beyond the discussion of why people buy things. It explores how products, services, and consumption activities contribute to shape people-s social experiences too. It is most suitable for undergraduate and MBA courses in consumer behavior. Critical Thinking in Consumer Behavior Case Study - a case study has been added to the end of each chapter along with discussion questions to help students apply the case to the chapter's contents.Wheel of Consumer Behavior - underscores the complex - and often inseparable - interrelationships between the individual consumer and his or her social realities. Digital Consumer Behavior - A Virtual Community - The eighth edition continues to highlight and celebrate the brave new world of digital consumer behavior. Illustrations are liberally sprinkled throughout the text.