: The inner psychological characteristics that determine how a person responds to their environment.
While the 10th edition of this foundational text was originally published by Pearson Prentice Hall in 2010, its core frameworks remain highly relevant. In a modern context, researchers and students frequently cite or adapt these classic 2010 models to analyze contemporary digital and consumer trends. 1. Overview of the Schiffman & Kanuk Framework
This stage includes the firm’s marketing efforts (4 P’s: product, price, place, promotion) and sociocultural inputs (family, peers, culture).
While Leslie Lazar Kanuk may not have the same online visibility, her collaboration with Schiffman was the catalyst for the book's success. The first edition in 1978 was their joint vision to bridge the gap between abstract psychological theories and concrete marketing applications. : The inner psychological characteristics that determine how
Understanding Consumer Behavior: An In-Depth Look at Schiffman and Kanuk (10th Ed.)
The is not a dusty relic. It is a methodological anchor. In an era where marketers are seduced by big data and shiny new platforms, this textbook reminds us that consumers are still human beings with complex motivations, selective perceptions, and social anxieties.
For current students, the 12th edition is the recommended text, as it features the most contemporary examples, data, and case studies. However, the 10th edition remains a valuable resource for researchers and practitioners seeking the foundational version of the text—the one that captured the transition from traditional to digital marketing. The first edition in 1978 was their joint
All human behavior is driven by needs. The authors distinguish between:
The scholarly impact of the work is equally substantial. A search of academic databases reveals thousands of citations, with the 2010 edition alone being referenced in countless peer-reviewed journal articles, dissertations, and conference papers. The book's definition of consumer behavior—"the behavior that consumers display in searching for, purchasing, using, evaluating, and disposing of products and services"—has become a standard reference point in academic literature.
An analysis of how social standing and family structures (including the shift in traditional family roles) affect decision-making. 3. The Consumer Decision-Making Process turning instead to micro-influencers on TikTok
Schiffman and Kanuk's exploration of directly explains the rise of today's influencer marketing economy. Consumers systematically distrust corporate advertisements, turning instead to micro-influencers on TikTok, YouTube, and Instagram. These figures act as highly trusted reference groups, lowering the "perceived risk" of a purchase. Cognitive Dissonance in the Age of Instant Returns
: Includes content on green marketing and the potentially unethical use of consumer data in the digital age.