Consumer Behavior (7th Edition) (7th Edition)

Author: Leon G. Schiffman
Publisher:
Publish Date: 2001-09-01
Features: This book covers a comprehensive and broad range of topics, emphasizing the integration of theory and practice in its content arrangement. It systematically explains the fundamental concepts of consumer behavior to readers while introducing the latest findings in the field of consumer behavior research and numerous case studies of the practical application of consumer behavior theory in marketing. The book is divided into four parts: Part 1 provides readers with background knowledge and methods for studying consumer behavior; Part 2 discusses the characteristics of consumer behavior as individuals; Part 3 explores the influence of social and cultural environments on consumer behavior; and Part 4 examines how consumers make purchase decisions. Although the book primarily focuses on American consumers, it also holds significant guidance for us. It is suitable as a textbook for MBA students, undergraduate or graduate students in marketing and related fields, as well as a reference for researchers in consumer behavior and marketing practitioners.