Schiffman L G Amp Kanuk L L 2010 Consumer Behavior 10th Ed Pearson Prentice Hall 2021 Jun 2026

Post-Purchase Behavior and Consumer Satisfaction Schiffman and Kanuk underscore the importance of post-purchase outcomes—satisfaction, dissatisfaction, complaints, brand loyalty, and disposal behavior. Cognitive dissonance theory explains buyers’ remorse and the need for marketers to reduce post-purchase doubt through warranties, customer service, and follow-up communication. The authors also touch on sustainable consumption and ethical considerations in disposal and recycling.

Schiffman & Kanuk (2010) remains a cornerstone text for understanding the foundational psychology behind consumer actions. If you're looking for more modern perspectives, I can:

How a consumer’s inner psychological characteristics determine how they respond to their environment. This section details how brands build distinct "personalities" that align with consumers' actual or ideal self-images.

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