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.
Additionally, the present edition has been molded keeping in mind that the Indian marketing context
has several unique aspects that are di¬erent from a developed market. The diversity and nuances of such
a context have been captured in the backdrop of conceptual frameworks.
With an emphasis on developing a variety of useful skills, this text prepares students for careers in brand
management, advertising, and consumer research. The 12th Edition has been signi cantly updated to
address contemporary trends and issues, including
Features
The impact of modern technology on marketing and consumer behavior, with coverage of the value
exchange between consumers and marketers, astute positioning, and more.
? The role of new media providing students with a thorough understanding of how marketers can
engage with consumers across social media platforms, manage successful, targeted campaigns, and
track and measure the results.
? A new section exploring the e¬ects that hidden motives have on consumer behavior in Chapter 3.
? Inclusion of updated cases and caselet features such as the “Touch of Reality” that connects concepts
with the reality of Indian context and “Conceptual Theme” elaborating the application of theoretical
concepts.
? Application of classical theories as well as the appreciation of contemporary research.
? Dozens of new ad illustrations, including of Indian brands like Tata, Soulful, Peter England, and Yakult,
to help students visualize how the topics discussed a¬ect real marketing decisions.
About the Author
Leon G. Schiffman, Professor Emeritus of Marketing and E-Commerce, Peter J. Tobin College of Business, St. John’s University, New York City
Joe Wisenblit, Professor of Marketing, Stillman School of Business, Seton Hall University, New Jersey
S. Ramesh Kumar, IIMB Chair of Excellence, Professor of Marketing, Indian Institute of Management Bangalore
Table of Contents:
PART I Consumers, Marketers, and Technology
1 Consumer Behavior and Technology
2 Market Segmentation and Real-Time Bidding
PART II The Consumer as an Individual
3 Consumer Motivation and Personality
4 Consumer Perception and Positioning
5 Consumer Learning
6 Consumer Attitude Formation and Change
PART III Communication and Consumer Behavior
7 Persuading Consumers
8 From Print and Broadcast to Social Media and Mobile Advertising
9 Reference Groups and Communities, Opinion Leaders, and Word-of-Mouth
PART IV Social and Cultural Settings
10 The Family and Its Social Standing
11 Cultural Values and Consumer Behavior
12 Cross-Cultural Consumer Behavior: An International Perspective
PART V Consumer Decision-Making, Marketing Ethics, and Consumer Research
13 Consumer Decision-Making and Diffusion of Innovations
14 Marketers’ Ethics and Social Responsibility
15 Consumer Research
