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

Report on Schiffman, L.G. & Kanuk, L.L. (2010/2021) Consumer Behavior

• The consumer decision-making process: Need recognition, information search, evaluation of alternatives, purchase decision, and post-purchase behavior. The text emphasizes that this process is not strictly linear—consumers often loop back, skip steps, or engage in habitual or impulse purchases that bypass extensive deliberation.
• Internal influences: Motivation, perception, learning, attitudes, personality, self-concept, and lifestyle. The authors draw heavily on psychological theories (e.g., Maslow’s hierarchy for motivation, classical and operant conditioning for learning) to explain how internal states shape responses to marketing stimuli.
• External influences: Culture, subculture, social class, reference groups, family, and situational factors. Culture is shown as a deep, pervasive determinant, shaping values and norms that guide consumption; social influences like family and peers affect product adoption and brand loyalty.
• Situational influences and the environment: Physical surroundings, time, conditions of purchase, and the broader economic and technological environment. The 10th edition updates include attention to digital contexts (online search, e-commerce, social media) that alter search behavior and decision paths.

Key Updates in the 2021 Reprint:

While the core text is from 2010, the 2021 Pearson Prentice Hall reprint included updated instructor supplements and case study guides focusing on: Report on Schiffman, L

Ethics & Responsibility: A then-new focus on consumer social responsibility and "green marketing". Strengths & Limitations Schiffman & Kanuk Consumer Behavior Model | PDF - Scribd Key Updates in the 2021 Reprint: While the

Input: External influences, including a firm's marketing efforts (the four Ps) and socio-cultural factors (family, social class, culture). The consumer decision-making process: Need recognition

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 book is structured around a three-stage model of decision-making:

: A primary focus is how the internet and digital channels have changed how consumers obtain information and how marketers implement "greater precision" in targeting. Consumer as an Individual : Chapters 4–9 detail psychological forces like Sensation and Absolute Threshold (perception) and Classical vs. Cognitive Learning (associating stimuli vs. mental information processing). Ethics and Social Responsibility : A new chapter was added specifically to address Green Marketing