Schiffman L G Amp Kanuk L L 2010 Consumer Behavior 10th Ed Pearson Prentice Hall 2021 Jun 2026
The 10th edition dedicates heavy weight to three psychological concepts that every 2021 marketer needs tattooed on their brain:
Schiffman and Kanuk argue that external marketing is useless unless it triggers the right internal psychological mechanisms. They segment consumer psychology into four essential pillars. Consumer Motivation and Dynamics
The consumer narrows down choices to an "evoked set" (the brands they seriously consider) and applies decision rules to make a final selection. Stage 3: The Output Stage
Understanding Consumer Behavior: Insights from Schiffman and Kanuk’s 10th Edition The 10th edition dedicates heavy weight to three
How consumers acquire the purchase and consumption knowledge they apply to future behavior. 2. Social and Cultural Settings
(Reference Groups, Family, Social Class)
The real-world value of Schiffman and Kanuk's framework lies in its direct translation to marketing strategy: Stage 3: The Output Stage Understanding Consumer Behavior:
Provide applying the Just Noticeable Difference (J.N.D.) framework.
The critical phase where the consumer matches performance against expectations. If performance falls short, cognitive dissonance (buyer's remorse) sets in; if it exceeds expectations, brand equity is built. Psychological Pillars of Consumer Behavior
Schiffman, L. G., Kanuk, L. L., & Kumar, S. R. (2010 ... - Scirp.org. The critical phase where the consumer matches performance
The collective values and beliefs that dictate "acceptable" behavior and product preferences. 3. The Decision-Making Process
: The process by which individuals acquire the purchase and consumption knowledge and experience they apply to future behavior.
References Schiffman, L. G., & Kanuk, L. L. (2010). Consumer Behavior (10th ed.). Pearson Prentice Hall. (2021 printing)
: Focuses on how the Internet has fundamentally changed how people research and obtain information about products. Consumer Behavior - Google Books