Consumer Behavior A Strategic Approach

ISBN-10: 0618222154

ISBN-13: 9780618222155

Edition: 2004

Authors: Henry Assael
List price: $343.95
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Description: Tailored for upper-level undergraduate and MBA students, Assael's Consumer Behavior applies behavioral concepts to market strategy (domestic and international) with special emphasis on web-related issues and applications. Assael presents the content from a managerial perspective, focusing on decision making as the framework for understanding consumer behavior. The text also features a unique, three-chapter Marketing Action section, covering marketing communications, marketing segmentation and micromarketing, as well as consumer rights and social responsibility.

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Book details

List price: $343.95
Copyright year: 2004
Publisher: CENGAGE Learning
Publication date: 7/28/2003
Binding: Hardcover
Pages: 656
Size: 8.00" wide x 10.25" long x 1.00" tall
Weight: 2.992
Language: English

Introduction to Consumer Behavior
Consumer Behavior: A Managerial Perspective Consumer Behavior and Marketing Action
Developing a Consumer-Oriented View of Marketing Strategy: The Marketing Concept Implications for Consumer Behavior
Current Trends in Consumer Behavior Consumer Empowerment through the Web
The Information Base for Understanding Consumer Behavior Approaches to Studying Consumer Behavior: A Managerial versus a Holistic Approach
A Model of Consumer Behavior Organization of This Text
Consumer Decision Making
Complex Decision Making: Purchase and Consumption
The Nature of Complex Decision Making Need Arousal Consumer Information Search and Processing Brand Evaluation
Purchase and Postpurchase Evaluation
The Consumption Experience: Hedonic Consumption and Product Symbolism
Complex Decision Making and Store Choice
Consumer Learning, Habit, and Brand Loyalty Consumer Learning Habit Brand Loyalty Consumer Loyalty, Consumer Equity, and Micromarketing Store Loyalty
Societal Implications of Brand and Store Loyalty
Low-Involvement Consumer Decision Making
The Nature of Involvement Importance of a Low Involvement Perspective
Four Types of Consumer Behavior Unplanned Purchasing Behavior
Three Theories of Low-Involvement Consumer Behavior
Strategic Implications of Low-Involvement Decision Making
Societal Implications of Low-Involvement Decision Making
Situational Influences in Decision Making Nature of Situational Influences
Types of Situations Characteristics of Consumption and Purchase Situations
A Model of Situational Influences Situational Influences on Product Attitudes, Choice, and Decision Making
Use of Situational Variables in Marketing Strategy
The Individual Consumer
Consumer Perceptions Marketing Stimuli and Consumer Perceptions Stimulus Characteristics
Affecting Perception Consumer Characteristics
Affecting Perception Perceptual Selection
Perceptual Organization
Perceptual Interpretation
Price Perceptions
Consumer Information Acquisition and Processing Consumer Information Acquisition
Consumer Information Processing Strategic Implications of Information Processing Societal
Implications of Information Processing
Attitude Development and Change
The Nature of Consumer Attitudes
The Role of Attitudes in Developing Marketing Strategy Relationships of Beliefs, Attitudes, and Behavior
Attitude Reinforcement and Change Changing Attitudes Toward Social Issues
Demographics and Social Class
The Demographic Fragmentation of the American Market Demographic Trends in the American Marketplace Demographic Trends Worldwide Using Demographics to Develop Marketing Strategy Social Class Influences Applications of Social Class to Marketing Strategy
Lifestyle and Personality Nature of Lifestyles Measuring Lifestyle Characteristics Changing Lifestyle Trends of American and Global Consumers Personality Limitations of Personality Variables
Group and Cultural Influences
Cultural Values Culture Influences and Reflects Consumer Behavior
A Definition of Cultural Values
Characteristics of Cultural Values
Traditional American Values
Cross-Cultural Values Identifying Cultural Values Linking
Cultural Values to Consumer Behavior: The Means-Ends Chain The Cultural Meaning of Products Culture and Consumption Changes in Cultural Values in the United States and Abroad Societal Implications of Cultural Values
Subcultural Influences and Age Cohorts
The Influence of Subculture on Consumer Behavior Types of Subcultures Age Cohorts Ethnic Subcultures Subcultures of Consumption Societal Implications of Subcultural Influences
Cross-Cultural and Global Influences
The International Dimensions of Consumer Behavior Cultural Variations Influencing Consumer Behavior
Global Influences on Consumer Behavior Strategic Applications of Cross-Cultural and Global Influences Societal Implications of Cross-Cultural Influences
Reference-Group Influences When Do Reference Groups Exert Influence? Types of Reference Groups
The Nature of Reference Groups
The Nature of Web Communities Reference-Group Influences on Consumers Strategic Applications of Reference-Group Influences Societal Implications of Reference-Group Influences
Household Decision Making Households in the United States
International Households Purchasing Patterns by Household Life Cycles
A Model of Household Decision Making
Husband-Wife Influences
Parent-Child Influences
Household Decision Making and Marketing Strategies
Societal Implications of Household Influence
Group Communications: Word-of-Mouth and Diffusion Processes Word-of-Mouth Communication within Groups Strategic
Applications of Word-of-Mouth Communication
The Diffusion Process Strategic Applications of Diffusion Theory
Marketing Action
The Marketing Communications Process
A Model of Marketing Communications
Source Effects in Marketing Communications
Effects of the Message Media Effects
Consumer Decoding of Marketing Communications
Communications Feedback
Societal Implications of Marketing Communications
Marketing Segmentation and Micromarketing Mass Marketing, Market Segmentation, and Micromarketing Mass Marketing
Market Segmentation
Micromarketing Positioning Products to Consumer Targets
Consumer Rights and Social Responsibility
The Consumer Movement
The History of the Consumer Movement in the United States
History of the Consumer Movement Abroad Consumer Rights in the United States
Consumer Rights Abroad A
dditional Consumer Rights Social Responsibility
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