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Consumer Behavior, 12th Edition explores how the examination and application of consumer behaviour is central to the planning, development, and implementation of successful marketing strategies. 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 significantly updated to address contemporary trends and issues, including the role of new media, technological advances, and recent ethical concerns affecting the industry.

Consumer Behavior, Global Edition

• I. Consumers, Marketers, and Technology
• 1. Technology-Driven Consumer Behavior
• 2. Segmentation, Targeting, and Positioning
• II. The Consumer as an Individual
• 3. Consumer Motivation and Personality
• 4. Consumer Perception
• 5. Consumer Learning
• 6. Consumer Attitude Formation and Change
• III. Communication and Consumer Behavior
• 7. Persuading Consumers
• 8. From Print and Broadcast Advertising to Social and Mobile Media
• 9. Reference Groups and Word-of-Mouth
• IV. Consumers in their Social and Cultural Settings
• 10. The Family and Its Social Standing
• 11. Culture’s Influence on Consumer Behavior
• 12. Subcultures and Consumer Behavior
• 13. Cross-Cultural Consumer Behavior: An International Perspective
• V. Consumer Decision-Making, Marketing Ethics, and Consumer Research
• 14. Consumer Decision-Making and Diffusion of Innovations
• 15. Marketing Ethics and Social Responsibility
• 16. Consumer Research