Consumer Behavior, 10th Edition

For undergraduate and graduate consumer behavior courses.

The text that set the standard for consumer behavior study.

Consumer Behavior explores how the examination and application of consumer behavior is central to the planning, development, and implementation of marketing strategies.

The tenth edition captures the impact of new media on consumer behavior and focuses on the marketer's ability to learn more about customers' purchases in order to implement a strategy with greater precision.

New Cases and End-of-chapter Cases.
Not only have several new cases been added throughout this edition, but two additional cases also appear at the end of every chapter. These new end-of-chapter cases show students the real-life application of the concepts just covered so that they can see how real companies use consumer behavior to create marketing strategies.

New Chapter on Ethics and Social Responsibility.
With this editions’ emphasis on new media, Schiffman and Kanuk recognize that new technologies may produce socially undesirable practices. The inclusion of new Chapter 16, Consumers Social Responsibility and Green Marketing , covers social responsibility, potentially unethical marketing strategies, and socially desirable marketing such as advocating social causes and green marketing.

Enhanced Coverage of New Media.
Consumers today are increasingly impacted by the growing influence of new media. Consumer Behavior continues to address this influence by providing students with new and extensive coverage of the use of new media in creating more effective targeting strategies.

Focus on Global Coverage.
Discussions and examples appear throughout the text demonstrating the importance of cultural differences in both domestic and multinational marketing, enabling students to understand the dynamics of cultural differences.

OTHER POINTS OF DISTINCTION

New Videos of Exceptional and Effective Strategies.
The instructor’s manual features a vast selection of videos from Pearson’s Video Library, many of which were recently released, and offers suggestions on where they should be shown within the course. The following are examples of the available videos:

• AFLAC: An unknown insurance company with a hard-to-pronounce name used a creative and humorous approach to differentiate itself in order to create instant and emotional recall, and name recognition.

• Concepts illustrated: attitude formation, conditioning and behavioral learning, stimulus discrimination, and humor in advertising.

•  AMEX: A well-established credit card company with offerings for multiple markets that wanted to re-position its product because it found out consumers were using the card only for special occasions. AMEX hired Jerry Seinfeld as its spokesperson who appeared using the card everywhere in the commercials. AMEX also extended its TV ads in webisodes.

• Concepts illustrated: re-positioning, product differentiation and segmentation, new media, and source credibility.

• BzzAgent: A media company possesses a database of 500,000 people that companies can chose from and retain specific persons to spread and stimulate word-of-mouth about its offerings. The agents receive samples of products but are not paid. BzzAgent maintains that the most effective agents’ motivating factor is “social currency”—a person’s desire to interact with others and tell them about his or her discoveries and experiences.

• Concepts illustrated: age subculture, affiliation needs, word-of-mouth, interpersonal communication, and opinion leadership.