Schiffman L G Amp Kanuk L L 2010 Consumer Behavior 10th Ed Pearson Prentice Hall 2021
Understanding why people buy what they buy is the ultimate goal of marketing. For decades, the definitive roadmap for this psychological journey has been Leon G. Schiffman and Leslie Lazar Kanuk’s seminal textbook, Consumer Behavior . Specifically, the 10th edition (originally published by Pearson Prentice Hall in 2010, and frequently referenced through updated printings and digital formats up to 2021) remains a foundational cornerstone in both academic classrooms and corporate marketing departments.
Understanding the Consumer Mind: A Deep Dive into Schiffman & Kanuk’s "Consumer Behavior" (10th Ed.)
To help me tailor more insights or specific case studies for you, could you provide a bit more context? Understanding why people buy what they buy is
: The inner psychological characteristics that determine how a person responds to their environment.
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The internal traits driving the choice, namely Motivation (driving force), Perception (how they interpret the world), Learning (past experiences), and Attitudes (learned predispositions). 3. The Output Stage (Post-Decision Behavior)
Collective values, beliefs, customs, and language of a society. : The internal mechanisms of choice
The driving force that impels individuals to action.
: The internal mechanisms of choice, driven by need recognition, pre-purchase information search, and alternative evaluation. This stage is heavily moderated by the consumer's psychological core.
The 10th edition is the "jazz standards" of marketing textbooks. You don't listen to Miles Davis’ 1959 Kind of Blue for the production quality; you listen to it for the theory. Similarly, you read Schiffman & Kanuk (2010) not for the case studies on flip phones, but for the immutable laws of consumer psychology that still govern the iPhone 14 user today.
The minimal detectable difference between two corporate stimuli.