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)."

The introduction of new material on consumer social responsibility, green marketing, and ethical considerations in a digital age. 2. Key Theoretical Pillars

Marketing efforts (product, price, place, promotion) and sociocultural influences.

This report provides a comprehensive overview of Consumer Behavior by Leon G. Schiffman and Leslie Lazar Kanuk. The text is a seminal work in the field of marketing and consumer psychology. The 10th edition serves as a bridge between classical consumer behavior theories and the rapidly evolving digital marketplace. It explores the processes individuals undergo when selecting, purchasing, using, and disposing of products to satisfy needs and desires. The book is particularly noted for its managerial focus, applying theoretical psychological frameworks to practical marketing strategies.

While Leslie Lazar Kanuk may not have the same online visibility, her collaboration with Schiffman was the catalyst for the book's success. The first edition in 1978 was their joint vision to bridge the gap between abstract psychological theories and concrete marketing applications.

Schiffman and Kanuk dedicate significant portions of their work to the internal forces that govern the "Process" stage of decision-making. Marketers must master four primary pillars: Motivation and Human Needs

Social relationships dictate personality. Consumers buy to overcome feelings of inadequacy or to achieve social integration.

The "Input Stage" now includes algorithmic personalization and influencer marketing, but the underlying mechanisms of social proof and firm-driven stimuli remain identical.