This is a Pearson Global Edition. The Pearson Editorial team worked closely with educators around the world to include content especially relevant to students outside the United States.

For undergraduate and graduate consumer behavior courses.

The text that set the standard for consumer behavior study.

Consumer Behavior explores how the examination and application of consumer behavior is central to the planning, development, and implementation of marketing strategies.

The tenth edition captures the impact of new media on consumer behavior and focuses on the marketers' ability to learn more about customers' purchases in order to implement strategy with greater precision.