Ch. 15: Diffusion of Innovations; Ch. 16: Consumer Decision Making (and Ethics/Green Marketing)
This guide summarizes the of Consumer Behavior by Leon G. Schiffman and Leslie Lazar Kanuk, published by Pearson Prentice Hall . This edition specifically highlights the influence of new media , digital technologies, and ethical marketing on consumer decision-making. Core Framework: The Consumer Decision-Making Model Ch. 15: Diffusion of Innovations