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  • Edition: 12th
  • Format: Hardcover
  • Copyright: 2018-03-13
  • Publisher: Pearson

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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.

Author Biography

Leon G. Schiffman , PhD most recently the J.Donald Kennedy Endowed Chair Distinguished Chaired Professor of Marketing at St. Johns University, The Peter J. Tobin College of Business. He is currently a professor emeritus at the university. He was previously the Lippert Distinguished Scholar of Marketing at the Zicklin School of Business of Baruch College of the City University of New York. In addition he was Professor and Chairperson of the Marketing Department at the Graduate School of Management at Rutgers University, and a member of the faculty at Pace University.


Professor Schiffman is a nationally recognized expert on the behavior of the older consumer since his pioneering research on the psychological and sociological aspects of perceived age and innovative behavior of this segment.  He has been published in numerous major marketing journals on a wide variety of topics and is frequently referenced by other researchers. He has at over 100 national and international conferences in 35 countries. He has coauthored Consumer Behavior (Pearson), for all of its 12 editions, which have been translated into several international editions and has been adopted by over 175 higher education institutions in the US. 

The recipient of various awards and honors, Dr. Schiffman has also participated in more than 60 PhD dissertation committees, 25 of which he chaired. As a research practitioner, he founded a market research company where he has conducted qualitative and lifestyle research and strategic planning for such national and international firms as AT&T, Citibank, The Hertz Corporation, Lever Brothers, Mobil Oil and Patek Phillipe He has also served on several boards of directors.  Currently he serves on the board of directors of the Mandl Medical College.   

Hired in 1983, Joseph Wisenblit is an Associate Professor in the Department of Marketing at Seton Hall University. He teaches undergraduate and graduate courses in strategic marketing, consumer behavior and services marketing. His research includes both managerial and pedagogical work and has appeared in  Journal of Consumer MarketingJournal of Marketing Education and Services Marketing Quarterly, among others. He is also a co-author of the 11th Edition of Consumer Behavior, a prominent textbook in the field, published by Pearson (Prentice Hall). Consumer Behavior has been translated into several international editions and has been adopted by over 175 higher education institutions in the US. 

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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