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| Preface | |
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| Introduction | |
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| Consumer Behavior: Its Origins and Strategic Applications | |
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| Development of the marketing concept | |
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| The marketing concept | |
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| Implementing the marketing concept | |
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| Segmentation, targeting, and positioning | |
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| The marketing mix | |
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| Customer value, satisfaction, and retention | |
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| Providing customer value | |
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| Customer satisfaction | |
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| Customer retention | |
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| The impact of digital technologies on marketing strategies | |
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| Challenges marketers face | |
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| Marketing ethics and social responsibility | |
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| Consumer behavior and decision making are interdisciplinary | |
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| A simplified model of consumer decision making | |
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| The plan of this book | |
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| Summary | |
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| Discussion Questions | |
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| Exercises | |
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| Key Terms | |
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| Notes | |
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| Consumer Research | |
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| Consumer research paradigms | |
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| Quantitative research | |
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| Qualitative research | |
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| Combining qualitative and quantitative research findings | |
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| The consumer research process | |
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| Developing research objectives | |
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| Collecting secondary data | |
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| Designing primary research | |
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| Data analysis and reporting research findings | |
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| Conducting a research study | |
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| Ethics in consumer research | |
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| Summary | |
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| Discussion Questions | |
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| Exercises | |
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| Key Terms | |
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| Notes | |
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| Market Segmentation | |
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| What is market segmentation? | |
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| Who uses market segmentation? | |
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| How market segmentation operates | |
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| Bases for segmentation | |
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| Geographic segmentation | |
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| Demographic segmentation | |
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| Psychological segmentation | |
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| Psychographic segmentation | |
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| Sociocultural segmentation | |
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| Use-related segmentation | |
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| Usage-situation segmentation | |
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| Benefit segmentation | |
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| Hybrid segmentation approaches | |
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| Criteria for effective targeting of market segments | |
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| Identification | |
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| Sufficiency | |
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| Stability | |
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| Accessibility | |
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| Implementing segmentation strategies | |
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| Concentrated versus differentiated marketing | |
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| Countersegmentation | |
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| Summary | |
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| Discussion Questions | |
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| Exercises | |
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| Key Terms | |
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| Notes | |
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| The Consumer as an Individual | |
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| Consumer Motivation | |
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| Motivation as a psychological force | |
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| Needs | |
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| Goals | |
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| Positive and negative motivation | |
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| Rational versus emotional motives | |
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| The dynamics of motivation | |
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| Needs are never fully satisfied | |
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| New needs emerge as old needs are satisfied | |
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| Success and failure influence goals | |
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| Multiplicity of needs and variation of goals | |
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| Arousal of motives | |
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| Types and systems of needs | |
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| Hierarchy of needs | |
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| An evaluation of the need hierarchy and marketing applications | |
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| A trio of needs | |
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| The measurement of motives | |
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| Motivational research | |
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| Evaluation of motivational research | |
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| Ethics and consumer motivation | |
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| Summary | |
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| Discussion Questions | |
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| Exercises | |
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| Key Terms | |
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| Notes | |
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| Personality and Consumer Behavior | |
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| What is personality? | |
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| The nature of personality | |
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| Theories of personality | |
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| Freudian theory | |
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| Neo-Freudian personality theory | |
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| Trait theory | |
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| Personality and understanding consumer diversity | |
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| Consumer innovativeness and related personality traits | |
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| Cognitive personality factors | |
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| From consumer materialism to compulsive consumption | |
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| Consumer ethnocentrism: responses to foreign-made products | |
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| Brand personality | |
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| Brand personification | |
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| Product personality and gender | |
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| Product personality and geography | |
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| Personality and color | |
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| Self and self-image | |
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| One or multiple selves | |
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| The extended self | |
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| Altering the self | |
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| Virtual personality or self | |
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| Summary | |
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| Discussion Questions | |
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| Exercises | |
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| Key Terms | |
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| Notes | |
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| Consumer Perception | |
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| Elements of perception | |
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| Sensation | |
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| The absolute threshold | |
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| The differential threshold | |
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| Subliminal perception | |
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| Dynamics of perception | |
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| Perceptual selection | |
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| Perceptual organization | |
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| Perceptual interpretation | |
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| Consumer imagery | |
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| Product positioning | |
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| Product repositioning | |
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| Positioning of services | |
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| Perceived price | |
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| Perceived quality | |
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| Price/quality relationship | |
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| Retail store image | |
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| Manufacturers' image | |
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| Perceived risk | |
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| Perception of risk varies | |
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| How consumers handle risk | |
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| Ethics and consumer perception | |
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| Summary | |
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| Discussion Questions | |
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| Exercises | |
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| Key Terms | |
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| Notes | |
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| Consumer Learning | |
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| The elements of consumer learning | |
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| Motivation | |
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| Cues | |
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| Response | |
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| Reinforcement | |
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| Behavioral learning theories | |
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| Classical conditioning | |
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| Instrumental conditioning | |
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| Modeling or observational learning | |
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| Cognitive learning theory | |
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| Information processing | |
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| Involvement theory | |
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| Measures of consumer learning | |
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| Recognition and recall measures | |
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| Ethics and consumer learning | |
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| Summary | |
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| Discussion Questions | |
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| Exercises | |
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| Key Terms | |
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| Notes | |
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| Consumer Attitude Formation and Change | |
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| What are attitudes? | |
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| The attitude "object" | |
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| Attitudes are a learned predisposition | |
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| Attitudes have consistency | |
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| Attitudes occur within a situation | |
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| Structural models of attitudes | |
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| Tricomponent attitude model | |
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| Multiattribute attitude models | |
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| Theory of trying-to-consume model | |
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| Attitude-toward-the-ad models | |
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| Attitude formation | |
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| How attitudes are learned | |
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| Sources of influence on attitude formation | |
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| Personality factors | |
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| Strategies of attitude change | |
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| Changing the basic motivational function | |
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| Associating the product with a special group, event, or cause | |
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| Resolving two conflicting attitudes | |
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| Altering components of the multiattribute model | |
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| Changing beliefs about competitors' brands | |
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| The elaboration likelihood model (ELM) | |
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| Behavior can precede or follow attitude formation | |
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| Cognitive dissonance theory | |
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| Attribution theory | |
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| Summary | |
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| Discussion Questions | |
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| Exercises | |
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| Key Terms | |
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| Notes | |
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| Communication and Consumer Behavior | |
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| Components of communication | |
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| The sender | |
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| The receiver | |
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| The medium | |
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| The message | |
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| Feedback | |
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| The communications process | |
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| The message initiator (source) | |
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| The target audience (receivers) | |
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| Feedback-the receiver's response | |
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| Designing persuasive communications | |
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| Communications strategy | |
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| Target audience | |
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| Media strategy | |
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| Message strategies | |
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| Message structure and presentation | |
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| Marketing communication and ethics | |
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| Precision targeting | |
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| The contents of promotional messages | |
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| Summary | |
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| Discussion Questions | |
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| Exercises | |
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| Key Terms | |
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| Notes | |
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| Consumers in Their Social and Cultural Settings | |
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| Reference Groups and Family Influences | |
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| What is a group? | |
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| Understanding the power of reference groups | |
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| A broadened perspective on reference groups | |
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| Factors that affect reference group influence | |
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| Selected consumer-related reference groups | |
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| Friendship groups | |
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| Shopping groups | |
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| Work groups | |
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| Virtual groups or communities | |
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| Consumer-action groups | |
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| Celebrity and other reference group appeals | |
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| Celebrities | |
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| The expert | |
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| The "common man" | |
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| The executive and employee spokesperson | |
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| Trade or spokes-characters | |
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| Other reference group appeals | |
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| The family is a concept in flux | |
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| The changing U.S. family | |
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| Socialization of family members | |
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| Consumer socialization of children | |
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| Adult consumer socialization | |
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| Intergenerational socialization | |
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| Other functions of the family | |
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| Economic well-being | |
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| Emotional support | |
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| Suitable family lifestyles | |
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| Family decision making and consumption-related roles | |
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| Key family consumption roles | |
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| Dynamics of husband-wife decision making | |
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| The expanding role of children in family decision making | |
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| The family life cycle | |
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| Traditional family life cycle | |
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| Modifications-the nontraditional FLC | |
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| Summary | |
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| Discussion Questions | |
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| Exercises | |
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| Key Terms | |
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| Notes | |
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| Social Class and Consumer Behavior | |
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| What is social class? | |
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| Social class and social status | |
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| The dynamics of status consumption | |
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| Social class is hierarchical and a form of segmentation | |
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| Social-class categories | |
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| The measurement of social class | |
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| Subjective measures | |
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| Reputational measures | |
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| Objective measures | |
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| Lifestyle profiles of the social classes | |
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| China: pursuing a middle-class lifestyle | |
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| Social-class mobility | |
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| Some signs of downward mobility | |
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| Is horatio alger dead? | |
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| Geodemographic clustering | |
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| The affluent consumer | |
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| The media exposure of the affluent consumer | |
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| Segmenting the affluent market | |
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| Middle-class consumers | |
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| Moving up to more "near" luxuries | |
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| The working class and other nonaffluent consumers | |
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| Recognizing the "techno-class" | |
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| The geek gets status | |
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| Selected consumer behavior applications of social class | |
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| Clothing, fashion, and shopping | |
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| The pursuit of leisure | |
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| Saving, spending, and credit | |
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| Social class and communication | |
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| Summary | |
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| Discussion Questions | |
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| Exercises | |
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| Key Terms | |
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| Notes | |
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| The Influence of Culture on Consumer Behavior | |
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| What is culture? | |
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| The invisible hand of culture | |
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| Culture satisfies needs | |
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| Culture is learned | |
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| How culture is learned | |
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| Enculturation and acculturation | |
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| Eanguage and symbols | |
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| Ritual | |
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| Culture is shared | |
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| Culture is dynamic | |
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| The measurement of culture | |
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| Content analysis | |
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| Consumer fieldwork | |
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| Value measurement survey instruments | |
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| American core values | |
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| Achievement and success | |
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| Activity | |
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| Efficiency and practicality | |
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| Progress | |
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| Material comfort | |
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| Individualism | |
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| Freedom | |
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| External conformity | |
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| Humanitarianism | |
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| Youthfulness | |
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| Fitness and health | |
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| Core values are not only an american phenomenon | |
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| Toward a shopping culture | |
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| Summary | |
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| Discussion Questions | |
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| Exercises | |
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| Key Terms | |
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| Notes | |
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| Subcultures and Consumer Behavior | |
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| What is subculture? | |
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| Nationality subcultures | |
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| Hispanic subcultures | |
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| Religious subcultures | |
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| Geographic and regional subcultures | |
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| Racial subcultures | |
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| The african american consumer | |
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| Asian american consumers | |
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| Age subcultures | |
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| The generation Y market | |
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| The generation X market | |
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| The baby boomer market | |
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| Older consumers | |
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| Sex as a subculture | |
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| Sex roles and consumer behavior | |
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| Consumer products and sex roles | |
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| Women as depicted in media and advertising | |
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| The working woman | |
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| Subcultural interaction | |
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| Summary | |
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| Discussion Questions | |
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| Exercises | |
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| Key Terms | |
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| Notes | |
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| Cross-Cultural Consumer Behavior: An International Perspective | |
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| The imperative to be multinational | |
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| Acquiring exposure to other cultures | |
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| Country-of-origin effects | |
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| What is national identity? | |
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| Cross-cultural consumer analysis | |
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| Similarities and differences among people | |
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| The growing global middle class | |
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| Acculturation is a needed marketing viewpoint | |
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| Applying research techniques | |
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| Alternative multinational strategies: global versus local | |
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| Favoring a world brand | |
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| Are global brands different? | |
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| Multinational reactions to brand extensions | |
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| Adaptive global marketing | |
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| Frameworks for assessing multinational strategies | |
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| Cross-cultural psychographic segmentation | |
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| Summary | |
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| Discussion Questions | |
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| Exercises | |
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| Key Terms | |
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| Notes | |
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| The Consumer's Decision-Making Process | |
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| Consumer Influence and the Diffusion of Innovations | |
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| What is opinion leadership? | |
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| Word-of-mouth in today's always in contact world | |
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| Dynamics of the opinion leadership process | |
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| Credibility | |
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| Positive and negative product information | |
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| Information and advice | |
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| Opinion leadership is category specific | |
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| Opinion leadership is a two-way street | |
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| The motivation behind opinion leadership | |
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| The needs of opinion leaders | |
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| The needs of opinion receivers | |
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| Purchase pals | |
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| Surrogate buyers versus opinion leaders | |
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| Measurement of opinion leadership | |
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| A profile of the opinion leader | |
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| Frequency and overlap of opinion leadership | |
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| Market mavens | |
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| The situational environment of opinion leadership | |
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| The interpersonal flow of communication | |
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| Multistep flow of communication theory | |
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| Advertising designed to stimulate/simulate word-of-mouth | |
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| Word-of-mouth may be uncontrollable | |
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| Marketers seek to take control of the opinion leadership process | |
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| Creating products with built-in buzz potential | |
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| Strategy designed to simulate buzz | |
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| Diffusion of innovations | |
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| The diffusion process | |
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| The innovation | |
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| The channels of communication | |
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| The social system | |
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| Time | |
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| The adoption process | |
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| Stages in the adoption process | |
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| The adoption process and information sources | |
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| A profile of the consumer innovator | |
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| Defining the consumer innovator | |
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| Interest in the product category | |
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| The innovator is an opinion leader | |
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| Personality traits | |
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| Social characteristics | |
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| Demographic characteristics | |
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| Are there generalized consumer innovators? | |
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| Summary | |
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| Discussion Questions | |
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| Exercises | |
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| Key Terms | |
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| Notes | |
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| Consumer Decision Making and Beyond | |
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| What is a decision? | |
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| Levels of consumer decision making | |
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| Extensive problem solving | |
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| Limited problem solving | |
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| Routinized response behavior | |
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| Models of consumers: four views of consumer decision making | |
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| An economic view | |
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| A passive view | |
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| A cognitive view | |
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| An emotional view | |
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| A model of consumer decision making | |
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| Input | |
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| Process | |
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| Output | |
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| Consumer gifting behavior | |
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| Beyond the decision: consuming and possessing | |
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| Products have special meanings and memories | |
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| Relationship marketing | |
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| Summary | |
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| Discussion Questions | |
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| Exercises | |
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| Key Terms | |
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| Notes | |
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| Cases | |
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| Glossary | |
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| Index | |