Consumer Behavior (8th Edition)

Author: Schiffman, Kanuk, written by Jiang Lin, translated by
Publisher:
Publishing 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 writing, it adopts a research approach that balances theory and application. It emphasizes readability while clearly explaining the fundamental concepts related to consumer behavior and the latest developments, and uses numerous examples to illustrate how marketers apply relevant theories to solve marketing strategy and strategy problems. Third, it particularly introduces the consumption characteristics of Chinese consumers, providing readers with 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 format: it adds 32 short cases corresponding to each chapter in the back. The cases are very brief but very illustrative and thought-provoking. Additionally, this book includes a special chapter in the introduction that introduces 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.
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 writing, it adopts a research approach that balances theory and application. It emphasizes readability while clearly explaining the fundamental concepts related to consumer behavior and the latest developments, and uses numerous examples to illustrate how marketers apply relevant theories to solve marketing strategy and strategy problems. Third, it particularly introduces the consumption characteristics of Chinese consumers, providing readers with 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 format: it adds 32 short cases corresponding to each chapter in the back. The cases are very brief but very illustrative and thought-provoking. Additionally, this book includes a special chapter in the introduction that introduces 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.