For undergraduate and MBA courses in consumer behavior.
Solomon goes beyond the discussion of why people buy things and explores how products, services, and consumption activities contribute to shape people's social experiences.
Wheel of Consumer Behavior
This text goes well beyond the act of buying-having and being are just as important, if not more so. Consumer behavior embraces the study of how having things affects our lives and how our possessions influence the way we feel about ourselves and each other. Solomon has developed the Wheel of Consumer Behavior to underscore the complex-and often inseparable-interrelationships between the individual consumer and his or her social realities.