: Motivation, personality, perception, learning, and attitudes. Social and Cultural Settings
The book highlights the practical implications of consumer behavior for marketers, including:
If you are a marketing manager or business owner, you cannot just read for theory. You apply it. It doesn't just describe behavior; it explains how
It doesn't just describe behavior; it explains how marketers can influence it. Conclusion
The 10th edition is the "jazz standards" of marketing textbooks. You don't listen to Miles Davis’ 1959 Kind of Blue for the production quality; you listen to it for the theory. Similarly, you read Schiffman & Kanuk (2010) not for the case studies on flip phones, but for the immutable laws of consumer psychology that still govern the iPhone 14 user today. Similarly, you read Schiffman & Kanuk (2010) not
When toilet paper vanished from shelves in March 2020, Schiffman & Kanuk’s chapter on motivation explained it instantly. Consumers regressed from "self-actualization" (buying luxury handbags) to "safety and physiological needs" (hoarding supplies). The model worked perfectly.
Using this text in 2021 was an act of intellectual discipline. It forced students to learn the rules of the game before they learned the tricks of the trade. Whether you are a professor designing a syllabus, a PhD student building a theoretical framework, or a practitioner trying to understand why your last campaign failed, returning to Schiffman & Kanuk is never a step backward—it is a step back to first principles. Pearson Prentice Hall. (Reprinted 2021)
Schiffman, L. G., & Kanuk, L. L. (2010). Consumer behavior (10th ed.). Pearson Prentice Hall. (Reprinted 2021)