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Consumer Behavior

ISBN: 9780133729887 | 0133729885
Edition: 6th
Format: Hardcover
Publisher: Prentice Hall Professional Technical Reference
Pub. Date: 12/1/1996

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SummaryTable of Contents
With a strong empirical and market segmentation approach, this book focuses on how the Internet has changed the way people obtain information about potential purchases, giving readers the most up-to-date material on how technology is changing their lives as consumers. The Thirty-two mini-cases help readers learn by applying the theory, drawing on current business news to demonstrate specific consumer behavior concepts. This edition now includes thirty-two Active Learning mini-cases. A clear consumer decision making model is set out in each chapter to facilitate learning presented in the first chapter, this model serves as a structural framework for the concepts the building blocks examined in the following chapters. The book's final chapter ties all of these concepts together so readers see the interrelationships and relevance of individual concepts to consumer decision-making. For those studying consumer behavior and/or marketing.
Prefacexiii
PART I INTRODUCTION TO THE STUDY OF CONSUMER BEHAVIOR6(77)
1 THE DIVERSITY OF CONSUMER BEHAVIOR
6(18)
The Study of Consu... MORE
6(5)
Why We Study Consumer Behavior
7(1)
Why the Field of Consumer Behavior Developed
8(3)
Ethics in Marketing
11(6)
Business School Education
14(1)
The Consumer Movement
15(1)
Ethics and the Corporate Environment
15(2)
Plan of the Book
17(1)
Summary
18(1)
Discussion Questions
19(1)
Exercises
19(1)
Key Words
20(1)
End Notes
20(4)
2 CONSUMER RESEARCH
24(22)
History of Consumer Research
24(3)
The Modernist Era
24(1)
Postmodernism
25(1)
Combining Positivist and Interpretivist Research Findings
25(2)
The Consumer Research Process
27(12)
Developing Research Objectives
27(1)
Collecting Secondary Data
28(1)
Designing Primary Research
28(10)
Data Collection
38(1)
Analysis
38(1)
Report Preparation
39(1)
Conducting a Research Study
39(2)
Research Methods and Tools
39(2)
Summary
41(1)
Discussion Questions
41(1)
Exercises
42(1)
Key Words
42(1)
End Notes
42(4)
3 MARKET SEGMENTATION
46(37)
What Is Market Segmentation?
46(2)
Who Uses Market Segmentation?
46(2)
How Market Segmentation Operates
48(1)
Bases for Segmentation
48(23)
Geographic Segmentation
50(1)
Demographic Segmentation
50(5)
Psychological/Psychographic Segmentation
55(4)
Sociocultural Segmentation
59(2)
Use-Related Segmentation
61(1)
Use-Situation Segmentation
61(2)
Benefit Segmentation
63(1)
Hybrid Segmentation Approaches
64(1)
Applications of Psychographic/Demographic Profiles
64(7)
Criteria for Effective Targeting of Market Segments
71(2)
Identification
72(1)
Sufficiency
73(1)
Stability
73(1)
Accessibility
73(1)
Implementing Segmentation Strategies
73(2)
Concentrated versus Differentiated Marketing
74(1)
Countersegmentation
74(1)
Summary
75(1)
Discussion Questions
75(1)
Exercises
76(1)
Key Words
76(1)
End Notes
77(6)
PART II THE CONSUMER AS AN INDIVIDUAL83(237)
4 CONSUMER NEEDS AND MOTIVATION
83(31)
What Is Motivation?
83(4)
Motivation
83(1)
Needs
84(1)
Goals
84(2)
Positive and Negative Motivation
86(1)
Rational versus Emotional Motives
86(1)
The Dynamic Nature of Motivation
87(7)
Needs and Goals Are Constantly Changing
87(3)
Frustration
90(2)
Arousal of Motives
92(2)
Types and Systems of Needs
94(11)
Diversity of Need Systems
95(10)
The Measurement of Motives
105(1)
Motivational Research
106(3)
Development of Motivational Research
106(2)
Motivational Research Today
108(1)
Summary
109(1)
Discussion Questions
110(1)
Exercises
110(1)
Key Words
110(1)
End Notes
111(3)
5 PERSONALITY AND CONSUMER BEHAVIOR
114(32)
What Is Personality?
114(1)
The Nature of Personality
114(1)
Theories of Personality
115(11)
Freudian Theory
115(5)
Jungian Personality Types
120(2)
Neo-Freudian Personality Theory
122(3)
Trait Theory
125(1)
Personality and Understanding Consumer Diversity
126(10)
Consumer Innovativeness and Related Personality Traits
126(3)
Consumer Susceptibility to Interpersonal Influence
129(1)
Cognitive Personality Factors
129(3)
From Consumer Materialism to Compulsive Consumption
132(2)
Consumer Ethnocentrism: Responses to Foreign-Made Products
134(2)
Self and Self-Image
136(4)
One or Multiple Selves
136(1)
The Makeup of the Self-Image
137(1)
The Extended Self
137(1)
Altering the Self
138(2)
Summary
140(1)
Discussion Questions
140(1)
Exercises
140(1)
Key Words
141(1)
End Notes
141(5)
6 CONSUMER PERCEPTION
146(48)
What Is Perception?
146(9)
Perception
146(1)
Sensation
146(2)
The Absolute Threshold
148(1)
The Differential Threshold
148(4)
Subliminal Perception
152(3)
The Dynamics of Perception
155(15)
Perceptual Selection
157(7)
Perceptual Organization
164(4)
Perceptual Interpretation
168(2)
Consumer Imagery
170(13)
Product and Service Images
171(3)
Perceived Price
174(2)
Perceived Quality
176(5)
Retail Store Image
181(1)
Manufacturer's Image
181(1)
Brand Image
182(1)
Perceived Risk
183(3)
Types of Perceived Risk
183(1)
Perception of Risk Varies
184(1)
How Consumers Handle Risk
185(1)
Summary
186(1)
Discussion Questions
187(1)
Exercises
188(1)
Key Words
188(1)
End Notes
189(5)
7 LEARNING AND CONSUMER INVOLVEMENT
194(40)
What Is Learning?
194(2)
Motivation
195(1)
Cues
195(1)
Response
195(1)
Reinforcement
195(1)
Behavioral Learning Theories
196(11)
Classical Conditioning
196(9)
Instrumental Conditioning
205(2)
Cognitive Learning Theory
207(15)
Information Processing
207(8)
Involvement Theory
215(7)
Brand Loyalty
222(4)
Developing Brand Loyalty
223(1)
Brand Equity
224(2)
Summary
226(1)
Discussion Questions
227(1)
Exercises
227(1)
Key Words
228(1)
End Notes
228(6)
8 THE NATURE OF CONSUMER ATTITUDES
234(24)
What Are Attitudes?
234(4)
The Attitude "Object"
236(1)
Attitudes Are a Learned Predisposition
237(1)
Attitudes Have Consistency
237(1)
Attitudes Occur Within a Situation
237(1)
Structural Models of Attitudes
238(15)
Tricomponent Attitude Model
239(3)
Multiattribute Attitude Models
242(5)
Theory of Trying to Consume
247(4)
Attitude-Toward-the-Ad Models
251(2)
Summary
253(1)
Discussion Questions
254(1)
Exercises
254(1)
Key Words
254(1)
End Notes
255(3)
9 CONSUMER ATTITUDE FORMATION AND CHANGE
258(22)
Attitude Formation
258(4)
How Attitudes Are Learned
258(2)
Sources of Influence on Attitude Formation
260(2)
Personality Factors
262(1)
Attitude Change
262(9)
Strategies of Attitude Change
262(9)
Behavior Can Precede or Follow Attitude Formation
271(4)
Cognitive Dissonance Theory
271(1)
Attribution Theory
272(3)
Summary
275(1)
Discussion Questions
275(1)
Exercises
276(1)
Key Words
276(1)
End Notes
276(4)
10 COMMUNICATION AND PERSUASION
280(40)
Components of Communication
280(2)
The Communications Process
282(2)
The Message Initiator (The Source)
282(4)
The Target Audience (The Receivers)
286(2)
Feedback--The Receiver's Response
288(2)
Designing Persuasive Communications
290(20)
Communications Strategy
291(1)
Media Strategy
291(5)
Message Strategies
296(13)
Crisis Communications Strategies
309(1)
Summary
310(1)
Discussion Questions
311(1)
Exercises
312(1)
Key Words
312(1)
End Notes
313(7)
PART III CONSUMERS IN THEIR SOCIAL AND CULTURAL SETTINGS320(180)
11 GROUP DYNAMICS AND CONSUMER REFERENCE GROUPS
320(26)
What Is a Group?
320(3)
Types of Groups
320(1)
Consumer-Relevant Groups
321(2)
Reference Groups
323(7)
What Is a Reference Group?
323(3)
Factors That Affect Reference Group Influence
326(2)
Reference Groups and Consumer Conformity
328(2)
Applications of the Reference Group Concept
330(11)
Celebrities
331(4)
The Expert
335(1)
The "Common Man"
335(1)
The Executive and Employee Spokesperson
335(2)
Trade or Spokes-Characters
337(1)
Other Reference Group Appeals
338(1)
Benefits of the Reference Group Appeal
339(2)
Summary
341(1)
Discussion Questions
342(1)
Exercises
342(1)
Key Words
342(1)
End Notes
343(3)
12 THE FAMILY
346(30)
The Family Is a Concept in Flux
346(1)
Functions of the Family
347(5)
Economic Well-Being
347(1)
Emotional Support
347(1)
Suitable Family Lifestyles
348(1)
Socialization of Family Members
349(3)
Family Decision Making
352(8)
Family Roles
353(2)
Dynamics of Husband-Wife Decision Making
355(2)
Children
357(3)
The Family Life Cycle
360(9)
Traditional Family Life Cycle
361(5)
Modifications to the FLC
366(3)
Summary
369(1)
Discussion Questions
370(1)
Exercises
371(1)
Key Words
371(1)
End Notes
371(5)
13 SOCIAL CLASS AND CONSUMER BEHAVIOR
376(30)
What Is Social Class?
376(3)
Social Class and Social Status
376(2)
Social-Class Categories
378(1)
The Measurement of Social Class
379(8)
Subjective Measures
380(1)
Reputational Measures
381(1)
Objective Measures
381(6)
Lifestyle Profiles of the Social Classes
387(3)
Social Class Mobility
390(2)
Signs of Downward Mobility
390(2)
Geodemographic Clustering
392(1)
The Affluent Consumer
392(5)
The Media Exposure of the Affluent Consumer
394(1)
Segmenting the Affluent Market
394(3)
The Nonaffluent Consumer
397(1)
Selected Consumer Behavior Applications of Social Class
398(3)
Clothing, Fashion, and Shopping
398(1)
The Pursuit of Leisure
398(1)
Saving, Spending, and Credit
398(1)
Social Class and Communication
399(2)
Summary
401(1)
Discussion Questions
401(1)
Exercises
402(1)
Key Words
402(1)
End Notes
402(4)
14 THE INFLUENCE OF CULTURE ON CONSUMER BEHAVIOR
406(34)
What Is Culture?
406(1)
Characteristics of Culture
406(9)
The Invisible Hand of Culture
407(1)
Culture Satisfies Needs
407(1)
Culture Is Learned
408(4)
Culture Is Shared
412(2)
Culture Is Dynamic
414(1)
The Measurement of Culture
415(7)
Content Analysis
416(1)
Consumer Fieldwork
416(1)
Value Measurement Survey Instruments
417(1)
The Yankelovich MONITOR
418(2)
DYG SCAN--A Scanning Program
420(2)
American Core Values
422(12)
Achievement and Success
422(1)
Activity
423(1)
Efficiency and Practicality
424(1)
Progress
425(1)
Material Comfort
425(1)
Individualism
426(1)
Freedom
428(1)
External Conformity
428(1)
Humanitarianism
428(1)
Youthfulness
429(1)
Fitness and Health
429(3)
Core Values Are Not an American Phenomenon
432(2)
Summary
434(1)
Discussion Questions
434(1)
Exercises
435(1)
Key Words
435(1)
End Notes
436(4)
15 SUBCULTURAL ASPECTS OF CONSUMER BEHAVIOR
440(32)
What Is Subculture?
440(1)
Nationality Subcultures
441(4)
Hispanic Subcultures
441(3)
The Impact of Nationality Subcultures
444(1)
Religious Subcultures
445(1)
Geographic and Regional Subcultures
446(1)
Racial Subcultures
447(6)
The African-American Consumer
449(2)
Asian-American Consumers
451(2)
Age Subcultures
453(11)
The Generation X Market
453(3)
The Baby Boomer Market
456(1)
Mature and Elderly Consumer
457(7)
Sex as a Subculture
464(2)
Sex Roles and Consumer Behavior
464(1)
The Working Woman
465(1)
Subcultural Interaction
466(1)
Summary
467(1)
Discussion Questions
467(1)
Exercises
467(1)
Key Words
468(1)
End Notes
468(4)
16 CROSS-CULTURAL CONSUMER BEHAVIOR: AN INTERNATIONAL PERSPECTIVE
472(28)
The Imperative to Be Multinational
472(2)
Acquiring Exposure to Other Cultures
473(1)
Country-of-Origin Effects
473(1)
Cross-Cultural Consumer Analysis
474(4)
Similarities and Differences Among People
474(2)
The Growing Global Middle Class
476(1)
Acculturation Is a Needed Marketing Viewpoint
477(1)
Alternative Multinational Strategies: Global Versus Local
478(9)
Favoring a "World Brand"
479(1)
Adaptive Global Marketing
479(5)
Frameworks for Assessing Multinational strategies
484(3)
Cross-Cultural Psychographic Segmentation
487(1)
Marketing Mistakes: A Failure to Understand Differences
487(5)
Product Problems
488(2)
Promotional Problems
490(1)
Pricing and Distribution Problems
491(1)
Summary
492(1)
Discussion Questions
492(1)
Exercises
493(1)
Key Words
493(1)
End Notes
493(7)
PART IV THE CONSUMER'S DECISION-MAKING PROCESS500(100)
17 PERSONAL INFLUENCE AND THE OPINION LEADERSHIP PROCESS
500(28)
What Is Opinion Leadership?
500(1)
Dynamics of the Opinion Leadership Process
501(2)
Opinion Leaders Are Persuasive
501(1)
The Motivation Behind Opinion Leadership
502(1)
Measurement of Opinion Leadership
503(7)
Self-Designating Method
504(2)
Sociometric Method
506(2)
Key Informant Method
508(1)
Objective Method
508(2)
A Profile of The Opinion Leader
510(2)
Knowledge and Interest
510(1)
Consumer Innovators
510(1)
Personal Characteristics
510(2)
Media Habits
512(1)
Frequency and Overlap of Opinion Leadership
512(4)
Overlap of Opinion Leadership
512(4)
The Situational Environment of Opinion Leadership
516(1)
Opinion Leaders Are Friends or Neighbors
516(1)
The Interpersonal Flow of Communication
516(3)
Two-Step Flow of Communication Theory
516(1)
Multistep Flow of Communication Theory
517(1)
A Broader Approach to Interpersonal Communication
518(1)
Opinion Leadership and the Firm's Promotional Strategy
519(4)
Programs Designed to Stimulate Opinion Leadership
519(1)
Advertisements Simulating Opinion Leadership
520(1)
Word-of-Mouth May Be Uncontrollable
520(2)
Creation of Opinion Leaders
522(1)
Summary
523(1)
Discussion Questions
524(1)
Exercises
524(1)
Key Words
524(1)
End Notes
525(3)
18 DIFFUSION OF INNOVATIONS
528(30)
The Diffusion Process
528(14)
The Innovation
528(7)
The Channels of Communication
535(2)
The Social System
537(1)
Time
537(5)
The Adoption Process
542(3)
Stages in the Adoption Process
542(2)
The Innovation Decision Process
544(1)
The Adoption Process and Information Sources
545(1)
A Profile of the Consumer Innovator
545(7)
Defining the Consumer Innovator
546(1)
Interest in the Product Category
546(1)
The Innovator Is an Opinion Leader
546(1)
Personality Traits
547(2)
Purchase and Consumption Characteristics
549(1)
Media Habits
549(1)
Social Characteristics
549(1)
Demographic Characteristics
550(1)
Are There Generalized Consumer Innovators?
550(2)
Summary
552(1)
Discussion Questions
552(1)
Exercises
553(1)
Key Words
554(1)
End Notes
554(4)
19 CONSUMER DECISION MAKING: CHOOSING AND CONSUMING
558(42)
What Is a Decision?
558(1)
Levels of Consumer Decision Making
558(2)
Extensive Problem Solving
558(1)
Limited Problem Solving
559(1)
Routinized Response Behavior
559(1)
Models of Consumers: Four Views of Consumer Decision Making
560(4)
An Economic View
560(1)
A Passive View
560(1)
A Cognitive View
561(1)
An Emotional View
561(3)
A Model of Consumer Decision Making
564(19)
Input
564(1)
Process
567(14)
Output
581(2)
Consumer Gifting Behavior
583(3)
Beyond the Decision: Consuming and Possessing
586(2)
Products Have Special Meaning and Memories
587(1)
Relationship Marketing
588(2)
Summary
591(1)
Discussion Questions
592(1)
Exercises
593(1)
Key Words
593(1)
End Notes
593(7)
PART V CONSUMER BEHAVIOR AND SOCIETY600(47)
20 CONSUMER BEHAVIOR APPLICATIONS TO PROFIT AND NOT-FOR-PROFIT MARKETING
600(30)
Health Care Marketing
600(5)
Marketing Segmentation
600(3)
Health Care Advertising
603(2)
Political Marketing
605(7)
Voter Research
606(3)
Political Imagery
609(2)
Political Advertising
611(1)
The Marketing of Social Causes
612(9)
Social Marketing and Corporate Philanthropy
612(5)
Cause-related Marketing and Corporate Promotion
617(4)
Environmental Marketing: A Cause-related Growth Industry
621(3)
Regulation of Environmental Marketing Claims
622(1)
Consumers' Environmental Concerns and Behavior
623(1)
Summary
624(1)
Discussion Questions
624(1)
Exercises
625(1)
Key Words
625(1)
End Notes
626(4)
21 PUBLIC POLICY AND CONSUMER PROTECTION
630(17)
Public Policy and Consumer Protection
630(5)
Deceptive Advertising and Consumer Research
635(3)
Corrective Advertising and Consumer Research
636(1)
Packaging-to-Price Deceptions
637(1)
Consumer Education
638(3)
Nutritional Labeling
640(1)
Consumer Behavior Research Priorities
641(2)
Summary
643(1)
Discussion Questions
644(1)
Exercises
644(1)
Key Words
644(1)
End Notes
645(2)
Glossary647(11)
Company Index658(3)
Name Index661(5)
Subject Index666

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