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Schiffman L G Amp Kanuk L L 2010 Consumer Behavior 10th Ed Pearson Prentice Hall 2021 May 2026

"Consumer Behavior" (10th Edition) by Leon G. Schiffman and Leslie Lazar Kanuk is a foundational marketing text, published in 2010 by Pearson Prentice Hall, that emphasizes the impact of digital media and ethical considerations on consumer decision-making. The 10th edition, often updated, covers key areas including consumer motivation, social influences, and purchasing processes. Detailed information regarding the 10th edition can be found on Google Books . Consumer Behavior - Google Books

  1. Final Takeaway:

    Master the psychology of 2010 to win the markets of 2025. "Consumer Behavior" (10th Edition) by Leon G

    Personality:

    How inner characteristics determine how a person responds to their environment. Final Takeaway: Master the psychology of 2010 to

    of the same textbook, which was updated to address contemporary trends like social media and modern technology . Key Features of the 10th Edition (2010) 3. Reducing Post-Purchase Dissonance

    • Reference Groups: Family, friends, social media "tribes." The 10th edition explored how opinion leaders work long before the rise of YouTube unboxing videos.
    • Social Class: A nuanced look at why income alone does not define class; taste, education, and occupation matter more.
    • Culture and Subculture: The authors dedicated significant space to cross-cultural consumer analysis—essential for any brand going global in the 2021 economy.
    • Problem recognition: The gap between ideal and actual state. Triggered by internal (hunger) or external (seeing an ad) cues.
    • Information search: Internal (memory) and external (online reviews, friends, retail). Since 2010, external search has shifted dramatically from physical stores and consumer reports to user-generated content on Amazon, Reddit, and YouTube.
    • Evaluation of alternatives: Consumers use criteria (price, quality, brand) and heuristics (e.g., “price = quality”). The internet has made attribute-based comparisons easier but also more overwhelming.
    • Purchase decision: Even after evaluation, factors like in-store displays, sales pressure, or unexpected shipping costs can alter the choice. Schiffman & Kanuk discuss “intervening factors” like perceived risk.
    • Post-purchase behavior: Cognitive dissonance (“buyer’s remorse”) is common after expensive or identity-relevant purchases. Marketers reduce dissonance via follow-up emails, warranties, and community forums.

    3. Reducing Post-Purchase Dissonance