The book "Consumer Behavior" by Schiffman and Kanuk, published in 2007, is a comprehensive textbook that provides an in-depth exploration of consumer behavior. The authors, both renowned experts in the field, provide a thorough analysis of the subject, covering both theoretical and practical aspects. The book is divided into several parts, each focusing on a specific aspect of consumer behavior.
The third part of the book focuses on consumer learning and motivation. The authors discuss the different types of learning, including classical conditioning, instrumental conditioning, and cognitive learning. They also explore the various motivational theories, such as Maslow's hierarchy of needs, Freud's psychoanalytic theory, and the theory of planned behavior. schiffman and kanuk 2007 consumer behaviour pdf
The famous "Tricomponent Attitude Model" (Cognitive, Affective, Conative) is laid out masterfully. How do you change a negative brand attitude? Schiffman and Kanuk provide the toolkit: the Elaboration Likelihood Model (ELM) (Central vs. Peripheral routes). The 2007 edition’s explanation of the ELM is widely considered easier to digest than later, more condensed editions. The book "Consumer Behavior" by Schiffman and Kanuk,
However, this is not a weakness; it is a strength. Because the 2007 text lacks these distractions, it forces the reader to understand the psychology behind the tool. Once you understand the "Affective Component" of attitude from Schiffman and Kanuk, you can apply it to a TikTok ad or a billboard equally. The third part of the book focuses on
This is perhaps the most cited section of the . The authors bring Maslow’s Hierarchy of Needs to life, but they go further by exploring Freudian and Neo-Freudian theories. They argue that a product’s "personality" (rugged, sophisticated, sincere) must match the consumer’s self-concept. In 2007, this was revolutionary; today, it’s the bedrock of "brand purpose."
The 9th edition of "Consumer Behavior" by Schiffman and Kanuk (2007) is a comprehensive marketing text focusing on the searching, purchasing, and disposal of products. It presents a three-stage decision-making model—input, process, and output—to understand how psychological, social, and cultural factors influence consumer actions. You can view the book's details on Google Books Heriot-Watt University Consumer behavior / Leon G. Schiffman, Leslie Lazar Kanuk.