Consumer Behavior, 12th edition

  • Leon Schiffman, 
  • Joseph L. Wisenblit

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Overview

Consumer Behavior looks at the central role of consumer insights in determining how you plan, develop and implement a successful marketing strategy. Focused on helping you build a range of useful skills, this text will prepare you for a career in brand management, advertising or consumer research.

Published by Pearson (July 14th 2021) - Copyright © 2019

ISBN-13: 9780137504503

Subject: Marketing

Category: Consumer Behavior

Table of contents

Brief 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

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