Schiffman, Leon G., and Leslie Lazar Kanuk. Consumer Behavior . 10th ed., Pearson Prentice Hall, 2010.
While the tools of marketing change every six months, the human hardware hasn't been upgraded in 10,000 years. By mastering the 10th edition of Consumer Behavior , you learn to play the instrument. The 2021 digital landscape is just the concert hall.
While the core text is from 2010, the 2021 Pearson Prentice Hall reprint included updated instructor supplements and case study guides focusing on:
Schiffman, L. G., & Kanuk, L. L. (2010). Consumer behavior (10th ed.). Pearson Prentice Hall. (Reprinted 2021) Schiffman, Leon G
Provide applying the Just Noticeable Difference (J.N.D.) framework.
To understand the enduring value of Consumer Behavior , it is essential to first understand its creators. Leon G. Schiffman is an acclaimed scholar whose influence on the field is profound. Most recently serving as the J. Donald Kennedy Endowed Chair and Distinguished Chaired Professor of Marketing at St. John's University's Peter J. Tobin College of Business, Schiffman is a nationally recognized expert. He carved his niche with pioneering research on the psychological and sociological aspects of older consumers, establishing foundational knowledge on their perceived age and innovative behavior. His expertise extends to advising major corporations such as Bristol-Myers, GTE, and American Express.
This comprehensive guide bridges psychological theories with actionable marketing strategies, making it essential reading for students, academics, and industry professionals. 📘 Overview of the Text While the tools of marketing change every six
This edition introduced extensive coverage of how digital channels and the internet have changed how consumers obtain information and how marketers target them. Ethics & Social Responsibility:
Its impact has also led to numerous localized adaptations. The of the book, published in 2011, explicitly states on its title page that it is an "Authorised adaptation from the United States edition, entitled Consumer Behaviour, 10th edition". Similarly, there are European, Indian, and Southern African editions that have localized the content to reflect regional cultural nuances and market examples, expanding the book's reach and relevance even further.
The firm’s marketing efforts (product, price, place, promotion) and external sociological influences (family, friends, social class). While the core text is from 2010, the
The authors argue that marketing strategies are fundamentally flawed unless they are built upon a deep, research-driven understanding of consumer motivations, perceptions, and attitudes. Rather than viewing consumers as purely rational actors, the text emphasizes the psychological, sociocultural, and situational factors that dictate market behavior. Core Pillars of the Textbook
Marketers use these concepts to create "brand personalities" that mirror the ideal self-image of their target audience. Consumer Perception
The sum total of learned beliefs, values, and customs that serve to direct the consumer behavior of members of a particular society.