Stop chasing algorithms and start chasing psychology. Pick up this textbook (or the updated 12th edition) and learn why your customer buys the blue one instead of the red one. The answer hasn't changed since 2010—it's all in their head.

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.

Below is a on consumer behavior drawing heavily from the Schiffman & Kanuk model, updated with contemporary relevance.

Schiffman and Kanuk employ a multidisciplinary approach:

This consists of post-purchase behavior. If the product meets expectations, it leads to brand loyalty. If it fails, it causes cognitive dissonance (buyer's remorse), which marketers must actively work to mitigate. 5. Enduring Relevance in the Digital Age