Consumer Behavior, 12th edition

Published by Pearson (July 14, 2021) © 2019

  • Leon Schiffman St. John's University
  • Joseph L. Wisenblit
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Buy nowOpens in a new tab

In this eTextbook — More ways to learn

  • More flexible. Start learning right away, on any device.
  • More supportive. Get AI explanations and practice questions (select titles).
  • More interactive. Bring learning to life with audio, videos, and diagrams.
  • More memorable. Make concepts stick with highlights, search, notes, and flashcards.
  • More understandable. Translate text into 100+ languages with one tap.
$59.94
monthly payments or
pay undefined one-time
Instant access

In this eTextbook — More ways to learn

  • More flexible. Start learning right away, on any device.
  • More supportive. Get AI explanations and practice questions (select titles).
  • More interactive. Bring learning to life with audio, videos, and diagrams.
  • More memorable. Make concepts stick with highlights, search, notes, and flashcards.
  • More understandable. Translate text into 100+ languages with one tap.

Title overview

Consumer Behavior explores how the examination and application of consumer behavior 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 you for a career in brand management, advertising, and consumer research.

The 12th Edition has been significantly updated to address contemporary trends and issues. This includes the role of new media, technological advances, and recent ethical concerns affecting the industry.

Table of contents

I. Consumers, Marketers, and Technology

  1. Technology-Driven Consumer Behavior
  2. Segmentation, Targeting, and Positioning

II. The Consumer as an Individual

  1. Consumer Motivation and Personality
  2. Consumer Perception
  3. Consumer Learning
  4. Consumer Attitude Formation and Change

III. Communication and Consumer Behavior

  1. Persuading Consumers
  2. From Print and Broadcast Advertising to Social and Mobile Media
  3. Reference Groups and Word-of-Mouth

IV. Consumers in their Social and Cultural Settings

  1. The Family and Its Social Standing
  2. Culture’s Influence on Consumer Behavior
  3. Subcultures and Consumer Behavior
  4. Cross-Cultural Consumer Behavior: An International Perspective

V. Consumer Decision-Making, Marketing Ethics, and Consumer Research

  1. Consumer Decision-Making and Diffusion of Innovations
  2. Marketing Ethics and Social Responsibility
  3. Consumer Research

Author bios

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