Creating targeted product variants (e.g., Gen Z specific eco-friendly packaging). 5. Modern Applications of the Framework
Distinct cultural groups that share values within a larger society (age, ethnicity).
Consumer behavior is the study of how individuals, groups, and organizations select, purchase, use, and dispose of products, services, experiences, and ideas to satisfy their needs and wants. The book "Consumer Behavior" by Schiffman and Kanuk (10th edition) provides a comprehensive overview of the consumer behavior discipline, exploring the various factors that influence consumer decision-making.
Why did Pearson reprint the 10th edition in 2021? Because the COVID-19 pandemic validated many of Schiffman and Kanuk’s theories about anxiety-based buying and hedonic consumption. Creating targeted product variants (e
Are you looking to apply this framework to a (e.g., e-commerce, B2B, luxury retail)?
Localizing global campaigns to align with regional traditions.
Long before "Kylie Jenner posted it," Schiffman & Kanuk explained that mass media doesn't directly change minds. It reaches opinion leaders , who then influence their followers. The 10th edition provides a checklist to identify opinion leaders (knowledgeable, accessible, similar to the follower). In 2021, this is the academic definition of a "nano-influencer." Consumer behavior is the study of how individuals,
Non-commercial influences that heavily shape value systems. These include family structures , social class , culture and subcultures , and reference groups (peer networks, digital influencers). Stage 2: Process (The Psychological Core)
Consumer Behavior is a foundational textbook used globally in business schools. The 10th edition, authored by Schiffman and Kanuk, solidifies the text's reputation for rigor. It moves beyond simple buying habits to explore the "why" behind consumer decisions. The authors argue that consumer behavior is a dynamic, interdisciplinary field drawing from psychology, sociology, anthropology, and economics.
While the 10th edition of Consumer Behavior was published more than a decade ago, its core insights have proven remarkably resilient. In fact, many of the trends it identified—such as the growing importance of new media and the ability to learn more about customers' purchases—have only accelerated in the years since its publication. Because the COVID-19 pandemic validated many of Schiffman
The book highlights the practical implications of consumer behavior for marketers, including:
: Detailed exploration of consumer perception, learning, and attitude formation.
In , "Personality and Consumer Behavior," the authors examine how personality traits influence brand choice, product preferences, and consumption patterns. The chapter covers major personality theories and their applications to marketing, including concepts like brand personality and self‑congruity theory.