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Consumer Behavior, 12th edition

  • Leon Schiffman
  • Joseph L. Wisenblit

Overview

For undergraduate and graduate courses in consumer behavior.

 

Strategic applications for understanding consumer behavior

Consumer Behavior, 12th Edition 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 readers 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

I. Consumers, Marketers, and Technology

1. Technology-Driven Consumer Behavior

2. Segmentation, Targeting, and Positioning

 

II. The Consumer as an Individual

3. Consumer Motivation and Personality

4. Consumer Perception

5. Consumer Learning

6. Consumer Attitude Formation and Change

 

III. Communication and Consumer Behavior

7. Persuading Consumers

8. From Print and Broadcast Advertising to Social and Mobile Media

9. Reference Groups and Word-of-Mouth

 

IV. Consumers in their Social and Cultural Settings

10. The Family and Its Social Standing

11. Culture’s Influence on Consumer Behavior

12. Subcultures and Consumer Behavior

13. Cross-Cultural Consumer Behavior: An International Perspective

 

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

14. Consumer Decision-Making and Diffusion of Innovations

15. Marketing Ethics and Social Responsibility

16. Consumer Research

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Published by Pearson (March 11th 2018) - Copyright © 2019