Citation Analyzed: Schiffman, L. G., & Kanuk, L. L. (2010). Consumer Behavior (10th ed.). Pearson Prentice Hall. [Contextualized for 2021 applications]
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
. While your prompt mentions "2021," that date likely refers to a more recent reprint or a different edition, as the 10th edition specifically debuted in 2010. Indian Institute of Management Bangalore | IIMB Core Focus of the 10th Edition Navigating the Consumer Mind: A Deep Dive into
: Internal psychological factors that affect how a consumer recognizes a need and evaluates alternatives. This includes
This article explores the core framework, key concepts, and enduring relevance of the 10th edition. (2010)
The Rise of New Media: A major focus was placed on how digital technologies and social media platforms changed the way marketers target and engage with consumers.
The Digital Consumer and Technology Effects
Although the 10th edition’s original publication date is 2010, later printings and instructor resources (including the 2021 Pearson release referenced) reflect evolving digital contexts. The authors discuss online information search, e-commerce, consumer reviews, and the influence of social media on word-of-mouth and brand communities. Technology shifts have increased transparency, empowered consumers with comparative information, and shortened product adoption cycles—requiring marketers to manage online reputation and engagement. [Contextualized for 2021 applications] The 10th edition of
The 10th edition dedicates heavy weight to three psychological concepts that every 2021 marketer needs tattooed on their brain:
While technology changes rapidly, the human mind evolves slowly. Schiffman L G & Kanuk L L (2010) Consumer Behavior, 10th ed., Pearson Prentice Hall (2021) remains an indispensable resource because it decodes the hominem (the person) behind the economica (the economy).