Consumer Behavior - (8th Edition)

Author: Schiffman
Publisher:
Publish Date: 2007-01-01
Features: This book is a classic textbook on consumer behavior, has been revised multiple times and translated into many languages, and has a very wide influence internationally. The 8th edition of this book has the following features: First, it focuses on examining the impact of information technology and the global environment on consumer behavior, with a particular emphasis on consumers' online purchasing behavior. It studies the impact of the internet on consumers' information gathering, decision-making, and purchase choices, as well as the importance and influence of the internet as both an information channel and a distribution channel. Second, in terms of content, it adopts a research approach that balances theory and application, emphasizing readability while clearly explaining the fundamental concepts related to consumer behavior and the latest developments. At the same time, it uses numerous examples to illustrate how marketers apply relevant theories to solve marketing strategy and tactics problems. Third, it provides a special introduction to the consumption characteristics of Chinese consumers, offering readers an opportunity to observe consumer behavior in China from an external perspective. This can also reveal the research interests and focus areas of foreign scholars on Chinese consumers. Finally, compared to previous editions, this version has a prominent change in its writing style: it adds 32 short cases corresponding to each chapter in the latter part. These cases are very brief but highly illustrative and thought-provoking. Additionally, this book includes a special chapter in the introduction dedicated to research methods in consumer behavior, which is very helpful for researchers. This book is suitable as a textbook for MBA, marketing, and related undergraduate and graduate programs, as well as for researchers in consumer behavior and marketing practitioners for reference.