Consumer Behavior, Global Edition, 12th edition

Published by Pearson (October 9, 2018) © 2019

  • Leon G Schiffman St. John's University, New York City.
  • Joseph L. Wisenblit
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Title overview

For undergraduate and graduate courses in consumer behaviour.

Consumer Behavior, 12th Edition explores how the examination and application of consumer behaviour is central to the planning, development, and implementation of successful marketing strategies. With an emphasis on developing a variety of useful skills, this text prepares students for careers in brand management, advertising, and consumer research. The 12th Edition has been significantly updated to address contemporary trends and issues, including the role of new media, technological advances, and recent ethical concerns affecting the industry.

Table of contents

  1. 1. Technology-Driven Consumer Behavior
  2. 2. Segmentation, Targeting, and Positioning
  3. 3. Consumer Motivation and Personality
  4. 4. Consumer Perception
  5. 5. Consumer Learning
  6. 6. Consumer Attitude Formation and Change
  7. 7. Persuading Consumers
  8. 8. From Print and Broadcast Advertising to Social and Mobile Media
  9. 9. Reference Groups and Word-of-Mouth
  10. 10. The Family and Its Social Standing
  11. 11. Culture’s Influence on Consumer Behavior
  12. 12. Subcultures and Consumer Behavior
  13. 13. Cross-Cultural Consumer Behavior: An International Perspective
  14. 14. Consumer Decision-Making and Diffusion of Innovations
  15. 15. Marketing Ethics and Social Responsibility
  16. 16. Consumer Research
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