Consumer Behaviour

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.

Hvard Hansen is Professor of Marketing at the UiS Business School, University of Stavanger, Norway.