Consumer behavior Leon G. Schiffman, Leslie Lazar Kanuk

Enhanced descriptions from Syndetics:

This text uses a marketing segmentation approach to convey the essence of consumer behaviour and to connect psychological, sociocultural and decision-making aspects of consumer behaviour. The authors explain in an integrated fashion what consumer behaviour variables are, types and importance of consumer research and problems in performing research. It integrates the traditional and modern in consumer behaviour and explores unethical consumer behaviour, shoplifting, switching price tags, and wearing and returning clothes, for example. The work discusses environmentalism and social issues and expands coverage of consumer research to accomodate both positivist consumer research and interpretive consumer research. It examines cross-cultural behaviour in order to add examples and increased discussion of expected consumer behaviour in Europe.

Table of contents provided by Syndetics

• Part I Introduction
• 1 Introduction: Diversity in the Marketplace
• 2 Consumer Research
• 3 Market Segmentation
• Part II The Consumer As An Individual
• 4 Consumer Motivations
• 5 Personality and Consumer Behavior
• 6 Consumer Perception
• 7 Consumer Learning
• 8 Consumer Attitude Formation and Change
• 9 Communication and Consumer Behavior
• Part III Consumers In Their Social And Cultural Settings
• 10 Reference Groups and Family Influences
• 11 Social Class and Consumer Behavior
• 12 The Influence of Culture on Consumer Behavior
• 13 Subcultures and Consumer Behavior
• 14 Cross-Cultural Consumer Behavior: An International Perspective
• Part IV The Consumer's Decision Making Process
• 15 Consumer Influence and the Diffusion of Innovations
• 16 Consumer Decision Making
• Glossary
• Company Index
• Name Index
• Subject Index
• Credits