Schiffman L G Amp Kanuk L L 2010 Consumer Behavior 10th Ed Pearson Prentice Hall 2021 «SAFE»
: The consumer's journey from need recognition to post-purchase evaluation. SCIRP Open Access
Later editions also recognized the growing importance of Joseph Wisenblit, a seasoned academic and author in his own right, whose contributions in collaboration with Schiffman and Kanuk have ensured the text’s continued evolution and relevance in later editions. This team of authors created a work that is both academically rigorous and immensely practical.
Even in 2010, the authors had the foresight to dedicate a section to the digital transformation. They introduced the concept of the which, remarkably, became the blueprint for 2021 behaviors. They discussed:
Non-commercial influences that heavily shape value systems. These include family structures , social class , culture and subcultures , and reference groups (peer networks, digital influencers). Stage 2: Process (The Psychological Core) : The consumer's journey from need recognition to
Schiffman and Kanuk define consumer behavior as the study of how individuals, groups, and organizations select, buy, use, and dispose of goods, services, ideas, or experiences to satisfy their needs and wants.
The authors break that box open using three major components:
By understanding consumer behavior, organizations can develop effective marketing strategies that meet the needs and preferences of their target audience. The 10th edition of "Consumer Behavior" by Schiffman, Wisenblit, and Kanuk remains a valuable resource for anyone seeking to understand the complex and dynamic nature of consumer behavior. Even in 2010, the authors had the foresight
: Detailed exploration of consumer perception, learning, and attitude formation.
This section broadens the lens to consider how social and cultural forces shape consumption. , "Reference Groups and Family Influences," examines how groups—from close friends to aspirational celebrities—impact consumer choices. The chapter also explores family decision-making dynamics and the changing structure of modern households.
Human behavior is driven by unsatisfied needs. The text highlights both (price, durability, efficiency) and emotional motives (status, fear, romance). It extensively integrates Maslow’s Hierarchy of Needs , explaining how products must appeal to different levels of the pyramid depending on the market segment—moving from basic physiological needs (food, safety) to self-actualization (luxury travel, higher education). Personality and Self-Image These include family structures , social class ,
Are you studying this framework for an , an exam , or applying it to a real-world business strategy ?
Schiffman, L. G., & Kanuk, L. L. (2010). Consumer Behavior (10th ed.). Pearson Prentice Hall. [Contextualized for 2021 applications]
: How consumers make decisions, influenced by psychological factors like motivation, perception, learning, and personality.
While earlier editions of Consumer Behavior focused heavily on brick-and-mortar retail, the 10th edition (2010) captures the tipping point of the digital age. It addresses the rise of not merely as a sales channel, but as a distinct consumer environment. Key updates in this edition included:
