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 marketer's ability to learn more about customers' purchases in order to implement a strategy with greater precision. New Cases and End-of-chapter Cases. Not only have several new cases been added throughout this edition, but two additional cases also appear at the end of every chapter. These new end-of-chapter cases show students the real-life application of the concepts just covered so that they can see how real companies use consumer behavior to create marketing strategies. New Chapter on Ethics and Social Responsibility. With this editions ̕emphasis on new media, Schiffman and Kanuk recognize that new technologies may produce socially undesirable practices. The inclusion of new Chapter 16, Consumers Social Responsibility and Green Marketing, covers social responsibility, potentially unethical marketing strategies, and socially desirable marketing such as advocating social causes and green marketing. Enhanced Coverage of New Media. Consumers today are increasingly impacted by the growing influence of new media. Consumer Behavior continues to address this influence by providing students with new and extensive coverage of the use of new media in creating more effective targeting strategies. Focus on Global Coverage. Discussions and examples appear throughout the text demonstrating the importance of cultural differences in both domestic and multinational marketing, enabling students to understand the dynamics of cultural differences.