Consumer Behavior

Consumer Behavior, 7th Edition is an applied textbook that examines consumer decision-making within today's global business environment. To build a comprehensive analytical framework, the text draws key concepts from marketing, psychology, sociology, and anthropology, emphasizing real-world applications.

The volume incorporates contemporary research and current business practices to address evolving market conditions. In addition to examining consumer decisions, the text places an increased emphasis on social responsibility and ethics within marketing.

To support student practice, the text includes thought-provoking application exercises designed to connect theoretical principles with authentic business challenges.