The tenth edition of Consumer Behavior has been extensively revised and updated to reflect the major trends and changes in marketing that impact the study of Consumer Behavior. There are few significant changes in this edition. A streamlined table of contents that organizes material into 14 chapters which enables the reader to cover one chapter per week. Five new end of chapter cases and five updated end of chapter cases. New CB as I See It boxes feature consumer behavior professors and leading researchers who share their knowledge of and perspectives on their areas of expertise. In partnership with The Nielsen Company, a valuable new feature is added. Nielsen Nuggets which are data driven exercises that allow students to analyze actual data gathered by one of the world’s leading consumer research organizations. Strong focus on social media platforms and how they change consumer behavior.