Includes bibliographical references (pages 405-431) and index.

Part I Consumers, marketers, and technology -- Part II The consumer as an individual -- Part III Communication and consumer behavior -- Part IV Social and cultural settings -- Part V Consumer decision-making, marketing ethics, and consumer research.

Strategic applications for understanding consumer behavior Consumer Behavior, 12th Edition explores how the examination and application of consumer behavior is central to the planning, development, and implementation of successful marketing strategies. With an emphasis on developing a variety of useful skills, this text prepares readers for careers in brand management, advertising, and consumer research. The 12th Edition has been significantly updated to address contemporary trends and issues, including the role of new media, technological advances, and recent ethical concerns affecting the industry.