Preface

Part One: Introduction
1)  An introduction to the study of Consumer Behavior
2)  Consumer Research
3)  Market Segmentation

Part Two: The Consumer as an Individual
4)  Consumer Decision Making
5)  Consumer Motivation
6)  Personality and Consumer Behavior
7)  Consumer Perception
8)  Consumer Learning
9)  Consumer Attitude Formation and Change
10)  Communication and Consumer Behavior

Part Three: Consumers in Their Social and Cultural Settings
11)  Reference Groups and Family Influences
12)  Social Class and Consumer Behavior
13)  The Influence of Culture and Subculture on Consumer Behavior
14)  Cross-Cultural Consumer Behaviour: An International Perspective

Part Four: More on the Consumer's Decision-Making Process
15)  Consumer Influence and the Diffusion of Innovations
16) Consumer Decision Making - Again

Schiffman, Kanuk & Hansen, Consumer Behaviour: A European Outlook 2e

The second European edition of Schiffman and Kanuk's classic Consumer Behaviour focuses not only on what consumers buy, but also why they buy, when they buy, where they buy, how they evaluate their purchase, and how they ultimately dispose of it. The text has been thoroughly adapted and revised to reflect European conditions, and to focus attention on critical concepts in consumer behaviour. The authors discuss the effects of family, social class, culture and subculture on the decision-making process, and, by taking a psychological approach, illuminate the ways in which marketers apply the principles of consumer behaviour to the development and implementation of marketing strategies.

New to this edition

·         A strengthened emphasis on decision-making as an important starting point for studying consumer behaviour

·         Thoroughly updated European examples as well as new examples relating to online consumer behaviour

·         More theoretical models of consumer behaviour, such as the Theory of Planned Behaviour

Online resources available at www.pearsoned.co.uk/schiffman include PowerPoint slides and a testbank of multiple choice questions for lecturers as well as an online glossary, self-assessment questions for every chapter, flashcards and weblinks for students. 

About the authors

Leon G. Schiffman is J. Donald Kennedy Chair in E-Commerce at the Peter J. Tobin College of Business at St. John's University, New York City, USA.

Leslie Lazar Kanuk is Emeritus Professor of Marketing at the City University of New York Graduate School, USA.

H©vard Hansen is Professor of Marketing at the UiS Business School, University of Stavanger, Norway.

·         A strengthened emphasis on decision-making as an important starting point for studying consumer behaviour

·         Thoroughly updated European examples as well as new examples relating to online consumer behaviour

·         More theoretical models of consumer behaviour, such as the Theory of Planned Behaviour

Online resources available at www.pearsoned.co.uk/schiffman include PowerPoint slides and a testbank of multiple choice questions for lecturers as well as an online glossary, self-assessment questions for every chapter, flashcards and weblinks for students.