For decades, the academic study of how and why people buy has been anchored by the work of Leon G. Schiffman and Leslie Lazar Kanuk. Their 10th edition, published in 2010, represents a mature and comprehensive refinement of their classic text. Arriving at a time when digital commerce was transitioning from a novelty to a necessity, this edition serves as a critical bridge between traditional marketing theories and the modern digital landscape.
This article explores the core framework, key concepts, and enduring relevance of the 10th edition.
While earlier editions of Consumer Behavior focused heavily on brick-and-mortar retail, the 10th edition (2010) captures the tipping point of the digital age. It addresses the rise of E-commerce not merely as a sales channel, but as a distinct consumer environment. Key updates in this edition included: For decades, the academic study of how and
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:
Schiffman and Kanuk devote considerable attention to environmental factors. Culture is the most basic cause of a person’s wants and behavior. In 2010, they already noted the rise of global consumer cultures, but since then, digital subcultures (e.g., gaming communities, sustainability advocates) have become equally potent. Social class—measured by occupation, income, education—shapes consumption patterns from luxury cars to discount retailers. Reference groups (family, friends, celebrities) influence through informational, utilitarian, or value-expressive conformity. A contemporary challenge: The model assumes a deliberative
A modern example: The growth of the “clean beauty” movement was driven by reference groups on social media (Instagram and TikTok influencers), reinforced by cultural shifts toward wellness, and stratified by social class (premium clean brands vs. mass-market alternatives). Schiffman & Kanuk’s framework predicts that marketers targeting this segment must align with both group norms and class-based aspirations.
Schiffman and Kanuk’s five-stage model (problem recognition → information search → evaluation of alternatives → purchase decision → post-purchase behavior) remains the industry standard. but many digital purchases (one-click ordering
A contemporary challenge: The model assumes a deliberative process, but many digital purchases (one-click ordering, subscription renewals) are habitual or impulse-driven. Schiffman & Kanuk address this with the concept of “low-involvement” decisions, but the 10th edition predates the frictionless commerce of mobile wallets and voice shopping.