Valeria passed her course with top marks. And years later, as a brand manager, she still kept a worn copy of Schiffman on her shelf—not a PDF, but the real blue book. Because some knowledge, she realized, deserves to be bought, not just borrowed.
Schiffman argues that most marketers focus too much on the cognitive (facts) and ignore the affective (emotions). To change a consumer's behavior, you must change the dominant component of their attitude. schiffman comportamiento del consumidor pdf