The 10th edition of Consumer Behavior, authored by Leon G. Schiffman and Leslie Lazar Kanuk and published by Pearson Prentice Hall in 2010, remains a cornerstone text for understanding the complex psychological and social drivers of modern consumption. This edition specifically marked a pivotal shift in marketing literature by capturing the emerging impact of digital media and the Internet on how consumers research and purchase products. Core Framework: The Schiffman & Kanuk Model
Nevertheless, the foundational framework is resilient. A 2023 marketer can still apply the input-process-output model by replacing “TV ad” with “TikTok video” and “store display” with “checkout page UX.” The psychological principles—motivation, perception, learning, attitude—are timeless.
: Motivation, personality, perception, learning, and attitudes. Social and Cultural Settings The 10th edition of Consumer Behavior , authored
In the vast ocean of marketing academia, few vessels have proven as seaworthy and reliably instructive as Schiffman and Kanuk’s Consumer Behavior. For decades, the names "Schiffman & Kanuk" have been synonymous with the foundational understanding of why people buy. However, a careful look at the citation—Schiffman L. G. & Kanuk L. L. (2010). Consumer Behavior (10th ed.). Pearson Prentice Hall. —often raises a sharp eyebrow when referenced in syllabi or research papers as late as 2021.
Why did Pearson reprint the 10th edition in 2021? Because the COVID-19 pandemic validated many of Schiffman and Kanuk’s theories about anxiety-based buying and hedonic consumption. Core Framework: The Schiffman & Kanuk Model Nevertheless,
Case Studies: Real-world examples that bridge the gap between theory and practice.
Schiffman, L. G., & Kanuk, L. L. (2010). Consumer behavior (10th ed.). Pearson Prentice Hall. Social and Cultural Settings In the vast ocean
The 10th edition of Consumer Behavior by Leon G. Schiffman and Leslie Lazar Kanuk, published by Pearson Prentice Hall in 2010, is a foundational text that examines how marketing strategies are driven by consumer psychology and decision-making. Core Themes and Focus