PDF Book- Consumer Behaviour by Leon G. Schiffman: A Comprehensive Guide for Marketing Students and Professionals
If you are looking for a pdf book on consumer behaviour that covers the latest trends and issues in the field, you should check out Consumer Behaviour by Leon G. Schiffman. This book is one of the most popular and widely used texts on consumer behaviour, with over 175 higher education institutions in the US adopting it for their courses. It is also available in several international editions and has been translated into different languages.
Consumer Behaviour by Leon G. Schiffman explores how the examination and application of consumer behaviour is central to the planning, development, and implementation of successful marketing strategies. It emphasizes the development of a variety of useful skills, such as critical thinking, analytical reasoning, creative problem-solving, and effective communication. It also prepares readers for careers in brand management, advertising, and consumer research.
The 12th edition of Consumer Behaviour by Leon G. Schiffman has been significantly updated to address contemporary trends and issues, such as the role of new media, technological advances, and ethical concerns affecting the industry. It also introduces new topics like behavioral targeting, customizing products and promotional messages, predictive analytics, reaching âeyeballsâ instead of demographic groups, tracking online navigation and analyzing websites' visits, gauging word-of-mouth and opinion leadership online, consumer-generated advertising, and new media platforms, such as mobile and apps advertising.
Consumer Behaviour by Leon G. Schiffman is written by two renowned experts in the field: Leon G. Schiffman and Joe Wisenblit. Leon G. Schiffman is a professor emeritus at St. Johns University and a nationally recognized expert on the behavior of the older consumer. Joe Wisenblit is a professor of marketing at Seton Hall University and a former marketing executive at Unilever.
If you want to learn more about Consumer Behaviour by Leon G. Schiffman, you can find it on Google Books[^1^] [^2^]. You can also download a pdf version of the book from Archive[^3^]. This pdf book is a valuable resource for anyone who wants to understand consumer behavior and apply it to marketing practice.
Consumer Behaviour by Leon G. Schiffman also covers various concepts and models of consumer behavior that can help marketers understand how consumers process information, form attitudes, make decisions, and engage in post-purchase behavior. Some of these concepts and models are:
The Learning Model of Consumer Behavior: This model suggests that buyer behavior is influenced by both innate needs (such as food) and learned needs (such as fear or guilt) that arise from lived experiences. The model also explains how consumers learn through exposure, attention, comprehension, retention, and retrieval of stimuli.[^4^]
The Psychoanalytical Model of Consumer Behavior: This model is based on the Freudian theory of personality and assumes that buyer behavior is driven by unconscious motives and conflicts. The model identifies three components of personality: the id (the source of primal impulses), the ego (the rational mediator), and the superego (the moral conscience). The model also proposes that consumers use various defense mechanisms to cope with anxiety and frustration.[^4^]
The Sociological Model of Consumer Behavior: This model emphasizes the role of social factors in shaping buyer behavior. The model identifies three types of social influences: reference groups (people who serve as points of comparison or sources of information), social class (a hierarchical division of society based on income, education, occupation, etc.), and culture (a set of values, beliefs, norms, and customs shared by a group of people).[^4^]
The Economic Model of Consumer Behavior: This model assumes that buyer behavior is rational and based on maximizing utility (satisfaction) and minimizing cost. The model also considers the effects of income, price, substitutes, complements, and preferences on consumer demand.[^4^]
By applying these concepts and models to real-world scenarios, Consumer Behaviour by Leon G. Schiffman helps readers gain a deeper insight into consumer psychology and behavior. The book also provides numerous examples, case studies, exercises, and questions to enhance learning and application.