Consumer Behavior by Leon G. Schiffman

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

KEY TOPICS:

Consumers, Marketers, and Technology;

Technology-Driven Consumer Behavior;

Segmentation, Targeting, and Positioning;

The Consumer as an Individual;

Consumer Motivation and Personality;

Consumer Perception; Consumer Learning;

Consumer Attitude Formation and Change;

Communication and Consumer Behavior;

Persuading Consumers;

From Print and Broadcast Advertising to Social and Mobile Media;

Reference Groups and Word-of-Mouth;

Consumers in Their Social and Cultural Settings;

The Family and Its Social Standing;

Culture’s Influence on Consumer Behavior;

Subcultures and Consumer Behavior;

Cross-Cultural Consumer Behavior:

An International Perspective;

Consumer Decision- Making,

Marketing Ethics, and Consumer Research;

Consumer Decision-Making and Diffusion of Innovations;

Marketing Ethics and Social Responsibility; Consumer Research

For readers interested in studying consumer behavior and/or marketing.