(Or maybe just waifu bartending, whatever floats your boat.)
(Or maybe just waifu bartending, whatever floats your boat.)
Introduction
Consumer behavior is the interdisciplinary study of how individuals, groups, and organizations select, purchase, use, and dispose of products, services, ideas, or experiences to satisfy needs and desires. Schiffman and Kanuk’s Consumer Behavior (10th edition) provides a comprehensive framework that integrates psychological, sociological, cultural, and economic perspectives to explain consumer decision-making. This essay summarizes key concepts from the text, examines major models and determinants of consumer behavior, and discusses implications for marketers and future research directions.
Not all purchases are equal. The book distinguishes between high-involvement (buying a car) and low-involvement (buying a toothpaste) decisions. In 2021, the internet turned many low-involvement decisions into high-involvement ones due to review fatigue. Schiffman & Kanuk’s elaboration likelihood model (ELM)—central vs. peripheral routes to persuasion—is the only tool you need to write better ad copy.
One of the book's primary contributions is its rigorous deep-dive into the psychological factors influencing the consumer. The 10th edition dedicates substantial sections to Internal Influences: Essay: Consumer Behavior — Schiffman & Kanuk (10th ed
While the core text is from 2010, the 2021 Pearson Prentice Hall reprint included updated instructor supplements and case study guides focusing on:
For over two decades, the gold standard for answering that question has been Schiffman, L.G. & Kanuk, L.L. (2010). Consumer Behavior, 10th Edition. Pearson Prentice Hall. While some critics point to the rapid digitization of the marketplace between 2010 and 2021, the psychological and sociological roots of why humans consume have remained remarkably static. In 2021, the internet turned many low-involvement decisions
, it remains a vital resource for understanding the complex nature of consumer decision-making. New York University Key Features & Updates New Media & Digital Influence:
Input: External influences, including a firm's marketing efforts (the four Ps) and socio-cultural factors (family, social class, culture). Part I: Consumers
Even in 2010, the authors had the foresight to dedicate a section to the digital transformation. They introduced the concept of the "Digital Consumer," which, remarkably, became the blueprint for 2021 behaviors. They discussed:
Perhaps the most practical section for marketers is the breakdown of the consumer decision journey: