Schiffman L G Amp Kanuk L L 2010 Consumer Behavior 10th Ed Pearson Prentice Hall 2021 [EXCLUSIVE – REVIEW]

Verdict: Use this book for psychological strategy, not tactical digital tools. Pair it with a 2024 SEO or Social Media analytics book for full effect.

The backbone of the book is the CDP model, which outlines seven stages:

Application: In the 2021 context, this model explains why customers scroll through Amazon reviews (Stage 3) before watching an unboxing video on YouTube (Stage 6).

Chapter 7 on "Attitude Formation and Change" introduces the Tricomponent Model: Verdict: Use this book for psychological strategy ,

Strategy: Your ads must hit all three. Many marketers only hit Cognitive. Schiffman shows you must match the consumer’s affective state.

To be perfectly honest, using a 2010 text to navigate 2021 requires a bridge. The 10th edition predates:

At the heart of Schiffman & Kanuk’s model is the "Black Box" of the consumer. You, the marketer, see the input (marketing stimuli) and the output (purchase decision), but what happens inside is a mystery. The backbone of the book is the CDP

The authors break that box open using three major components:

2021 Update: While the "media" has changed (TikTok vs. TV ads), the psychological process has not. A consumer in 2021 sees an Instagram Reel (Input), processes it through selective perception (Internal), and decides to click "Buy Now" (Output). Schiffman & Kanuk’s framework fits perfectly into the e-commerce funnel.

If you are a student wondering how to cite this source for a paper written in 2021 (or a marketer writing a white paper), here is the standard APA 7th edition format: Application: In the 2021 context, this model explains

Schiffman, L. G., & Kanuk, L. L. (2010). Consumer behavior (10th ed.). Pearson Prentice Hall.

In-text citation: (Schiffman & Kanuk, 2010)

A note for the discerning researcher: If your professor specifically assigned the 10th edition in 2021, they are likely making a pedagogical point about "classic theory." Do not apologize for the date. Instead, in your literature review, write: "While the digital landscape has evolved since Schiffman & Kanuk’s (2010) foundational text, their model of consumer decision-making remains structurally valid, particularly regarding information search and alternative evaluation (cf. Smith & Rupp, 2020, for digital replication)."