CONTENTS
Part 1 Introduction to the
Study of Consumer Behavior
1 The Diversity of Consumer Behavior
What Is Consumer Behavior?
Personal Consumers Versus Organisalional Consumers
Buyers and Users
Why We Study Consumer Behavior
Why the Field of Consumer Behavior Developed
Development ofthe Marketing Concept
The Role of Corisumer Research
Ethics In Marketing
Business School Education
The Consumer Movement .
Ethics and the Corporate Environment
PlanoftheBook
Summary
Discussion Questions
Exercises
Key Tenns
Endnotes
2 ConsumerResearch
History of Consumer Research
The Modemist Era.
Postmodemism
Combining Positivisl and Interpretivist Research Findings
The Consumer Research Process
Developing Research Objectives
Collecting Secondary Data
Designing Primary Research
Data Collection .
Analysis
Report Preparation
Conducting a Research Study
Research Methods and Tools
Summary
Discussion Questions
Exercises
Key Terms
Endnotes
3 Market Segmentation
Whatls MarketSegmentation?
Who Uses Market Segmentation?
How Marketers UseSegmentation
Bases for Segmentation
Geographic Segmentation
Demographic Segmentation
Psychological/PsychographicSegmentation
Sociocultural Segmentation
Use-Reldted Segmentation
Use-Situafion Segmentation
Benefit Segmentation
Hybrid Segmentation Approaches
Critcria for Effective Targeting of Market Segments
Identification
Sufficiency
Stability
Accessibility
Implementing Segmentation Strategies
Concentrated Versus Differentiated Marketing
Countersegmentation
Summary
Discussion Questions
Exercises
Key Tenns
Endnotes
Part 11 The Consumer As An Individual
4 Consumer Needs and Motivation
What Is Motivation?
Motivation
Needs
Goals
Posilive and Negative Motiyation
Rational Versus Emotional Motives
The Dynamic Nature of Motivation,
Needs and Goals are Constantly Changing
Substitute Goals
Frustration
Arousal ofMotives
Types and Systems of Needs
Diversity ofNeed Systems
The Measurement ofMotives
Motivational Research
Development of Motivational Research
Motivational Research Today
Summary
Discussion Questions
Exercises
Key Terms
Endnotes
5 Personality and Consumer Behavior
What Is Personality?
The Nature of Personality
Theories of Personality
Freudian Theory
Jungian Personality Types
Neo-Freudian Personality Theory
Trait Theory
Personality and Understanding Consumer Diversity
Consumer Innovativeness and Related Personality Traits
Consumer Susceptibility to Interpersonal Influence
Cognitive Personality Factors
From Conswner Materialism to Compulsive Consumption
Consumer Ethnocentrism: Responses to Foreign-Made Products
Self and Self-Images
One or Multiple Selves
The Makeup ofthe Self-lmage
The Extended Self
Altering the Self
Summary
Discussion Questions
Exercises
Key Terms
Endnotes
6 Consumer Perception
What Is Perception?
Perception
Sensation
The Absolute Threshold
The Differential Threshold
Subliminal Perception
The Dynamics of Perception
Perceptual Selection
Perceptual Organization
Perceptual Interpretation
Consumer Imagery
Product and Service Images
Perceived Quality
Store Image
Manufacturer's Image
Summary
Discussion Questions
Exercises
Key Terms
Endnotes
7 Learning and Consumer Involvement
What Is Leaming?
Motivation
Cues
Response
Reinforcement
Behavioral Leaming Theories
Classical Conditioning
Instrumental Conditioning
Cognitive Leaming Theory
Information Processing
Involvement Theory
Brand Loyalty and Brand Equity
Developing Brand Loyalty
Brand Equity
Summary
Discussion Questions
Exercises
Key Tenns
Endnotes
8 The Nature of Consumer Attitudes
What Are Attitudes?
TheAttitude "Object"
Attitudes Are a Leamed Predisposition
Attitudes Have Consistency
Structural Models of Attitudes
Tricomponent Attitude Modei
Multi-Attribule Attitude Models
Attitude-Toward-the-Ad Models
Summary
Discussion Questions
Exercises
Key Terms
Endnotes
9 ConsumerAttitude Formation and Change
Attitude Formation
How Attitudes are Leamed
Sources oflnfluence on Attltude Formation
Personality Factors
Attitude Change
Strategies ofAttitude Change
Behavior Can Precede or Follow Attitude Formation
Cognitive Dissonance Theory
Attribution Theory
Summary
Discussion Questions
Exercises
Key Tenns
Endnotes
10 Communication and Persuasion
Components of Communication
The Communications Process
The Message Initiator (The Source)
The Target Audience (The Receivers)
Feedback-The Receiver's Response
Designing Persuasive Communications
Communicatwns Strategy
Media Strategy
Message Strategies
Crisis Communications Strategies
Summary
Discussion Questions
Exercises
Key Terms
Endnotes
Part III Consumers in Their
Social and Cultural Settings
11 Group Dynamics and Consumer
Reference Groups
What Is a Group?
Types ofGroups
Consumer-Relevant Groups
Reference Groups
What Is a Reference Group?
Factors That Affect Reference Group Influence
Reference Groups and Consumer Conformity
Applications of the Reference Group Concept
Celebrities
The Expert
The "Common Man"
The Executive Spokesperson
Other Reference Group Appeals
Benefits ofthe Reference Group Appeal
Summary
Discussion Questions
Exercises
Key Terms
Endnotes
12 The Family
What Is a Family?
Functions of the Family
Economic Well-Being
Emotional Support
Suitable Family Lifestyles
Socialization ofChildren and Other Family Members
Family Decision Making
Family Roles
Dynamics of Husband/Wife Decision Making
Children
The Family Life Cycle
Traditional Family Life Cycle
Modifications to the FLC
Summary
Discussion Questions
Exercises
Key Terms
Endnotes
13 Social Class and Consumer Behavior
What Is Social Class?
Social Class and Social Status
Social-Class Categories
The Measurement of Social Class
Subjective Measures
Reputational Measures
Objective Measures
Lifestyle Profiles of the Social Classes
Social-Class Mobility
Signs ofDownward Mobility
Geodemographic Clustering
The Affluent Consumer
The Media Exposure ofthe Affluent Consumer
Segmenting the Affluent Market
The Non-Affluent Consumer
Selected Consumer Behavior Applications of Social Class
Clothing, Fashion, and Shopping
The Pursuit ofLeisure
Saving, Spending, and Credit
Social Class and Communication
Summary
Discussion Questions
Exercises
Key Terms
Endnotes
14 The Influence of Culture on
Consumer Behavior
What Is Culture?
Characteristics of Culture
The Invisible Hand ofCulture
Culture Satisfies Needs
Culture Is Leamed
Culture Is Shared
Culture Is Dynamic
The Measurement of Culture
Content Analysis
Consumer Fieldwork
Value Measurement Survey InstrumeMs
The Yankelovich MONITOR
DYG SCAN-An Environmental Scanning Program
American Core Values
Achievement and Success
Activity
Efficiency and Practicality
Progress
Material Comfort
Individualism
Freedom
Extemal Conformity
Humanitarianism
Youthfulness
Fitness and Health
Core Values Are Not an American Phenomenon
Summary
Discussion Questions
Exercises
Key Tenns
Endnotes
15 Subcultural Aspects of Consumer Behavior
What Is Subculture?
Nationality Subcultures
Hispanic Subculfures
The Impact of Nationalily Subcultures
Religious Subcultures
Geographic and Regional Subcultures
Racial Subcultures
The African-American Consumer
Asian-American Consumers
Age Subcultures
The Generation X Market
The Baby-Boomer Market
The 50-Plus Market
The Elderly Consumer
Sex as a Subculture
Sex Roles and Consumer Behavior
The Working Woman
Subcultural Interaction
Sununary
Discussion Questions
Exercises
Key Terms
Endnotes
16 Cross-Cultural Consumer Behavior:
An International Perspective
The Imperative to be Multinational
Cross-Cultural Consumer Analysis
Similarities and Differences Among People
Acculturation Is a Needed Marketing Viewpoint
Alternative Multinational Strategies: Global Versus Local
Frameworks for Assessing Multinational Strategies
Cross-Cultural Psychographic Segmentation
Marketing Mistakes: A Failure to Understand Differences
Product Problems
Promotional Problems
Pricing and Distribufion Problems
Summary
Discussion Questions
Exercises
Key Terms
Endnotes
Part IV The Consumer's Decision-Making Process
17 Personal Influence and the Opinion
Leadership Process
What Is Opinion Leadership?
Dynamics of the Opinion Leadership Process
Opinion Leaders Are Persuasive
The Motivations Behind Opinion Leadership
Measurement of Opinion Leadership
Self-Designating Method
Sociometric Method
Key Informant Method
Objective Method
A Profile of The Opinion Leaaer
Knowledge and Interest
Consumer Innovators
Personal Characteristics
Media Habits
Frequency and Overlap of Opinion Leadership
Overlap ofOpinion Leadership
The Situational Environment of Opinion Leadership
Opinion Leaders Are Friends or Neighbors
The Interpersonal Flow of Communication
Two-Step Flow of Communication Theory
Multistep Flow of Communication Theory
A Broader Approach to tnterpersonal Communication
Opinion Leadership and the Firm's Promotional Strategy
Programs Designed to Stimulate Opinion Leadership
Advertisements that Simulate Opinion Leadership
Word-of-Mouth May Be Uncontrollable
Creation ofOpinion Leaders
Summary
Discussion Questions
Exercises
Key Terms
Endnotes
18 Diffusion of Innovations
The Diffusion Process
The Innovation
The Channels of Communication
TheSocialSystem.
Time
The Adoption Process
Stages in the Adoption Process
Limitations ofthe Adoption Process
The Imwvation Decision Process
A Profile of the Consumer Innovator
Definins the Consumer Innovator
Interest in the Product Category
The Innovator Is an Opinion Leader
Personality Traits
Purchase and Consumption Characteristics
Media Habits
Social Characteristics
Demographic Characteristics
Are There Generalized Consumer Innovators?
Summary
Discussion Questions
Exercises
Key Terms
Endnotes
19 Consumer Decision Making
What Is a Decision?
Four Views of Consumer Decision Making
Economic Man
Passive Man
Cognitive Man
Emotional Man
A Model of Consumer Decision Making
Input
Process
Oulput
Beyond the Decision: Using and Possessing
Relationship Marketing
Summary
Discussion Questions
Exercises
Key Terms
Endnotes
Part V Consumer Behavior and Society
20 Consumer Behavior Applications to Profit
and Not-For-Profit Marketing
Health Care Marketing
Targetlng Health Care Segments
Political Marketing
Imagery in Politics
Political Persuasion
The Marketing of Social Causes
Corporate Philanthropy Versus Corporate Promotion
Environmental Marketing: A Cause-Related Growth Industry
Summary
Discussion Questions
Exercises
Key Terms
Endnotes
21 Public Policy and Consumer Protection
Public Policy and Consumer Protection
Deceptive Advertising and Consumer Research
Corrective Advertising and Consumer Research
Packaging-to-Price Deceptior.s
Consumer Education
Nutritional Labeling
Consumer Behavior Research Priorities
Summary
Discussion Questions
Exercises
Key Terms
Endnotes
Appendix
Comprehensive Models of Consumer Decision Making
Glossary
Company Index
Name Index
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