Consumer Behavior

Consumer Behavior, 12th Edition, is a textbook by Leon Schiffman and Joseph L. Wisenblit that explores how understanding buyer actions guides effective marketing strategy. The text examines how the study and application of consumer behavior inform the planning, development, and implementation of commercial campaigns.

Core subject areas address technology-driven behaviors, market segmentation, and individual psychological factors such as motivation, perception, and learning. Coverage also explores persuasion across communication channels and the broader influence of social and cultural settings.

Emphasizing practical skills, the text prepares readers for professional roles in advertising, brand management, and consumer research. The 2019 edition incorporates updates reflecting new media, technological advances, and contemporary ethical issues.