This section focuses on psychological variables:
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:
Schiffman, L. G., & Kanuk, L. L. (2010). Consumer behavior (10th ed.). Pearson Prentice Hall. This section focuses on psychological variables: If you
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)." Schiffman, L
Long before "Kylie Jenner posted it," Schiffman & Kanuk explained that mass media doesn't directly change minds. It reaches opinion leaders, who then influence their followers. The 10th edition provides a checklist to identify opinion leaders (knowledgeable, accessible, similar to the follower). In 2021, this is the academic definition of a "nano-influencer."
The genius of Schiffman and Kanuk’s 10th edition lies in its structural logic. The book is divided into four parts, creating a journey from the internal psyche of the consumer to the external cultural environment. In-text citation: (Schiffman & Kanuk, 2010) A note
No text is perfect, and a responsible reviewer must note what this edition lacks for the modern reader:
The Workaround: Instructors in 2021 paired the 10th edition with weekly journal articles from the Journal of Consumer Research or Harvard Business Review to fill these gaps. The theory provided the skeleton; current events provided the flesh.