The authors delve deep into the internal factors that influence a purchase. This includes:
The 10th edition of , authored by Leon G. Schiffman and Leslie Lazar Kanuk and published by Pearson Prentice Hall in 2010, remains a cornerstone text for understanding the complex psychological and social drivers of modern consumption. This edition specifically marked a pivotal shift in marketing literature by capturing the emerging impact of digital media and the Internet on how consumers research and purchase products. Core Framework: The Schiffman & Kanuk Model The authors delve deep into the internal factors
: Detailed exploration of consumer perception, learning, and attitude formation. and attitude formation.