Consumer Behavior, 12/e
by Leon G. Schiffman § Joe Wisenblit § S. Ramesh Kumar
This edition presents core theories and research on consumer decision-making, motivation, and market behavior for students and professionals.
About This Book
Consumer Behavior, 12/e explores the psychological and social factors that influence how individuals make purchasing decisions.
The text examines key concepts in consumer motivation, perception, and learning within market environments.
Readers gain insight into how cultural, social, and personal variables shape buying patterns and brand preferences.
The book provides frameworks for analyzing consumer actions and developing effective marketing strategies.
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