Consumer Behavior 12th Global Edition By Leon Schiffman, Joseph L. Wisenblit
$30.00
Secure checkout
Instant digital download
PDF document
Document details
- Pages
- 509
- File size
- 7.42 MB
- Format
- Digital PDF
- Course
- Business
- Category
- eBook[PDF]
Sign in or create a free account to continue. Your purchase will be saved in My Downloads.
About this ebook
Consumer Behavior" (12th Global Edition) by Leon G. Schiffman and Joseph L. Wisenblit is an authoritative textbook that explores how understanding consumer mechanics is foundational to designing and executing successful marketing strategies. [1, 2]
The 12th Global Edition heavily emphasizes how technology and digital media have transformed the modern marketplace. It breaks down complex consumer choices into actionable frameworks through several central pillars: [1, 2]
- The Technology Value Exchange: Explores the dual-sided dynamic where consumers trade their personal data and attention in exchange for custom formatting, free apps, and targeted discounts. [1]
- Psychological & Motivational Drivers: Evaluates how deep-seated perceptions, learning patterns, attitudes, and hidden motives dictate what individuals buy and interact with. [1, 2]
- Social and Cultural Settings: Analyhes how family structures, subcultures, social classes, and global reference groups shape consumer expectations and behavior. [1, 2, 3]
- The Consumer Decision-Making Model: Framework introduced early in the text that acts as a structural guide across the chapters, tracking input (marketing efforts), process (need recognition and evaluation), and output (purchase and post-purchase evaluation). [1]
- Ethics and Social Responsibility: Dedicated coverage (specifically in Chapter 15) detailing modern ethical issues, including online privacy violations, aggressive advertising targeted at children, and predatory customized messaging. [1]
File included
tmpphpRAJUMT
7.42 MB
Related ebooks
