Preface | p. xv |
Introduction | p. 2 |
Consumer Behavior: Its Origins and Strategic Applications | p. 2 |
Development of the marketing concept | p. 4 |
The marketing concept | p. 5 |
Implementing the marketing concept | p. 6 |
Segmentation, targeting, and positioning | p. 6 |
The marketing mix | p. 7 |
Customer value, satisfaction, and retention | p. 7 |
Providing customer value | p. 8 |
Customer satisfaction | p. 9 |
Customer retention | p. 10 |
The impact of digital technologies on marketing strategies | p. 11 |
Challenges marketers face | p. 13 |
Marketing ethics and social responsibility | p. 14 |
Consumer behavior and decision making are interdisciplinary | p. 15 |
A simplified model of consumer decision making | p. 15 |
The plan of this book | p. 16 |
Summary | p. 17 |
Discussion Questions | p. 18 |
Exercises | p. 18 |
Key Terms | p. 18 |
Notes | p. 18 |
Consumer Research | p. 20 |
Consumer research paradigms | p. 22 |
Quantitative research | p. 22 |
Qualitative research | p. 22 |
Combining qualitative and quantitative research findings | p. 22 |
The consumer research process | p. 23 |
Developing research objectives | p. 23 |
Collecting secondary data | p. 24 |
Designing primary research | p. 26 |
Data analysis and reporting research findings | p. 37 |
Conducting a research study | p. 37 |
Ethics in consumer research | p. 38 |
Summary | p. 39 |
Discussion Questions | p. 39 |
Exercises | p. 40 |
Key Terms | p. 40 |
Notes | p. 40 |
Market Segmentation | p. 42 |
What is market segmentation? | p. 44 |
Who uses market segmentation? | p. 44 |
How market segmentation operates | p. 45 |
Bases for segmentation | p. 45 |
Geographic segmentation | p. 47 |
Demographic segmentation | p. 48 |
Psychological segmentation | p. 53 |
Psychographic segmentation | p. 53 |
Sociocultural segmentation | p. 54 |
Use-related segmentation | p. 57 |
Usage-situation segmentation | p. 60 |
Benefit segmentation | p. 60 |
Hybrid segmentation approaches | p. 62 |
Criteria for effective targeting of market segments | p. 75 |
Identification | p. 76 |
Sufficiency | p. 76 |
Stability | p. 76 |
Accessibility | p. 76 |
Implementing segmentation strategies | p. 76 |
Concentrated versus differentiated marketing | p. 76 |
Countersegmentation | p. 77 |
Summary | p. 77 |
Discussion Questions | p. 78 |
Exercises | p. 78 |
Key Terms | p. 78 |
Notes | p. 79 |
The Consumer as an Individual | p. 80 |
Consumer Motivation | p. 80 |
Motivation as a psychological force | p. 83 |
Needs | p. 83 |
Goals | p. 84 |
Positive and negative motivation | p. 87 |
Rational versus emotional motives | p. 88 |
The dynamics of motivation | p. 89 |
Needs are never fully satisfied | p. 89 |
New needs emerge as old needs are satisfied | p. 90 |
Success and failure influence goals | p. 90 |
Multiplicity of needs and variation of goals | p. 92 |
Arousal of motives | p. 94 |
Types and systems of needs | p. 97 |
Hierarchy of needs | p. 97 |
An evaluation of the need hierarchy and marketing applications | p. 100 |
A trio of needs | p. 102 |
The measurement of motives | p. 105 |
Motivational research | p. 106 |
Evaluation of motivational research | p. 109 |
Ethics and consumer motivation | p. 109 |
Summary | p. 110 |
Discussion Questions | p. 111 |
Exercises | p. 112 |
Key Terms | p. 112 |
Notes | p. 112 |
Personality and Consumer Behavior | p. 114 |
What is personality? | p. 116 |
The nature of personality | p. 116 |
Theories of personality | p. 117 |
Freudian theory | p. 117 |
Neo-Freudian personality theory | p. 120 |
Trait theory | p. 120 |
Personality and understanding consumer diversity | p. 122 |
Consumer innovativeness and related personality traits | p. 123 |
Cognitive personality factors | p. 126 |
From consumer materialism to compulsive consumption | p. 128 |
Consumer ethnocentrism: responses to foreign-made products | p. 130 |
Brand personality | p. 133 |
Brand personification | p. 133 |
Product personality and gender | p. 135 |
Product personality and geography | p. 135 |
Personality and color | p. 135 |
Self and self-image | p. 137 |
One or multiple selves | p. 138 |
The extended self | p. 141 |
Altering the self | p. 141 |
Virtual personality or self | p. 143 |
Summary | p. 144 |
Discussion Questions | p. 144 |
Exercises | p. 145 |
Key Terms | p. 145 |
Notes | p. 145 |
Consumer Perception | p. 150 |
Elements of perception | p. 152 |
Sensation | p. 152 |
The absolute threshold | p. 153 |
The differential threshold | p. 153 |
Subliminal perception | p. 155 |
Dynamics of perception | p. 158 |
Perceptual selection | p. 160 |
Perceptual organization | p. 163 |
Perceptual interpretation | p. 167 |
Consumer imagery | p. 170 |
Product positioning | p. 170 |
Product repositioning | p. 174 |
Positioning of services | p. 174 |
Perceived price | p. 177 |
Perceived quality | p. 178 |
Price/quality relationship | p. 183 |
Retail store image | p. 185 |
Manufacturers' image | p. 186 |
Perceived risk | p. 187 |
Perception of risk varies | p. 187 |
How consumers handle risk | p. 188 |
Ethics and consumer perception | p. 189 |
Summary | p. 191 |
Discussion Questions | p. 192 |
Exercises | p. 192 |
Key Terms | p. 193 |
Notes | p. 193 |
Consumer Learning | p. 196 |
The elements of consumer learning | p. 198 |
Motivation | p. 199 |
Cues | p. 199 |
Response | p. 199 |
Reinforcement | p. 200 |
Behavioral learning theories | p. 201 |
Classical conditioning | p. 201 |
Instrumental conditioning | p. 210 |
Modeling or observational learning | p. 215 |
Cognitive learning theory | p. 215 |
Information processing | p. 216 |
Involvement theory | p. 220 |
Measures of consumer learning | p. 225 |
Recognition and recall measures | p. 225 |
Ethics and consumer learning | p. 230 |
Summary | p. 232 |
Discussion Questions | p. 233 |
Exercises | p. 233 |
Key Terms | p. 233 |
Notes | p. 234 |
Consumer Attitude Formation and Change | p. 236 |
What are attitudes? | p. 238 |
The attitude "object" | p. 238 |
Attitudes are a learned predisposition | p. 238 |
Attitudes have consistency | p. 238 |
Attitudes occur within a situation | p. 239 |
Structural models of attitudes | p. 239 |
Tricomponent attitude model | p. 241 |
Multiattribute attitude models | p. 244 |
Theory of trying-to-consume model | p. 246 |
Attitude-toward-the-ad models | p. 247 |
Attitude formation | p. 249 |
How attitudes are learned | p. 249 |
Sources of influence on attitude formation | p. 251 |
Personality factors | p. 252 |
Strategies of attitude change | p. 253 |
Changing the basic motivational function | p. 253 |
Associating the product with a special group, event, or cause | p. 256 |
Resolving two conflicting attitudes | p. 259 |
Altering components of the multiattribute model | p. 259 |
Changing beliefs about competitors' brands | p. 263 |
The elaboration likelihood model (ELM) | p. 263 |
Behavior can precede or follow attitude formation | p. 263 |
Cognitive dissonance theory | p. 264 |
Attribution theory | p. 264 |
Summary | p. 268 |
Discussion Questions | p. 269 |
Exercises | p. 269 |
Key Terms | p. 270 |
Notes | p. 270 |
Communication and Consumer Behavior | p. 274 |
Components of communication | p. 276 |
The sender | p. 277 |
The receiver | p. 278 |
The medium | p. 278 |
The message | p. 278 |
Feedback | p. 279 |
The communications process | p. 280 |
The message initiator (source) | p. 281 |
The target audience (receivers) | p. 286 |
Feedback-the receiver's response | p. 288 |
Designing persuasive communications | p. 291 |
Communications strategy | p. 291 |
Target audience | p. 292 |
Media strategy | p. 292 |
Message strategies | p. 293 |
Message structure and presentation | p. 295 |
Marketing communication and ethics | p. 302 |
Precision targeting | p. 302 |
The contents of promotional messages | p. 303 |
Summary | p. 305 |
Discussion Questions | p. 305 |
Exercises | p. 306 |
Key Terms | p. 306 |
Notes | p. 306 |
Consumers in Their Social and Cultural Settings | p. 310 |
Reference Groups and Family Influences | p. 310 |
What is a group? | p. 312 |
Understanding the power of reference groups | p. 312 |
A broadened perspective on reference groups | p. 313 |
Factors that affect reference group influence | p. 313 |
Selected consumer-related reference groups | p. 316 |
Friendship groups | p. 316 |
Shopping groups | p. 316 |
Work groups | p. 317 |
Virtual groups or communities | p. 317 |
Consumer-action groups | p. 319 |
Celebrity and other reference group appeals | p. 321 |
Celebrities | p. 321 |
The expert | p. 323 |
The "common man" | p. 323 |
The executive and employee spokesperson | p. 325 |
Trade or spokes-characters | p. 325 |
Other reference group appeals | p. 325 |
The family is a concept in flux | p. 326 |
The changing U.S. family | p. 329 |
Socialization of family members | p. 332 |
Consumer socialization of children | p. 333 |
Adult consumer socialization | p. 335 |
Intergenerational socialization | p. 335 |
Other functions of the family | p. 336 |
Economic well-being | p. 337 |
Emotional support | p. 337 |
Suitable family lifestyles | p. 337 |
Family decision making and consumption-related roles | p. 339 |
Key family consumption roles | p. 339 |
Dynamics of husband-wife decision making | p. 340 |
The expanding role of children in family decision making | p. 340 |
The family life cycle | p. 343 |
Traditional family life cycle | p. 344 |
Modifications-the nontraditional FLC | p. 348 |
Summary | p. 350 |
Discussion Questions | p. 351 |
Exercises | p. 352 |
Key Terms | p. 352 |
Notes | p. 352 |
Social Class and Consumer Behavior | p. 356 |
What is social class? | p. 358 |
Social class and social status | p. 358 |
The dynamics of status consumption | p. 358 |
Social class is hierarchical and a form of segmentation | p. 359 |
Social-class categories | p. 360 |
The measurement of social class | p. 361 |
Subjective measures | p. 361 |
Reputational measures | p. 363 |
Objective measures | p. 363 |
Lifestyle profiles of the social classes | p. 370 |
China: pursuing a middle-class lifestyle | p. 370 |
Social-class mobility | p. 370 |
Some signs of downward mobility | p. 372 |
Is horatio alger dead? | p. 372 |
Geodemographic clustering | p. 373 |
The affluent consumer | p. 373 |
The media exposure of the affluent consumer | p. 379 |
Segmenting the affluent market | p. 380 |
Middle-class consumers | p. 381 |
Moving up to more "near" luxuries | p. 381 |
The working class and other nonaffluent consumers | p. 382 |
Recognizing the "techno-class" | p. 382 |
The geek gets status | p. 383 |
Selected consumer behavior applications of social class | p. 383 |
Clothing, fashion, and shopping | p. 383 |
The pursuit of leisure | p. 385 |
Saving, spending, and credit | p. 386 |
Social class and communication | p. 386 |
Summary | p. 388 |
Discussion Questions | p. 389 |
Exercises | p. 389 |
Key Terms | p. 389 |
Notes | p. 389 |
The Influence of Culture on Consumer Behavior | p. 392 |
What is culture? | p. 394 |
The invisible hand of culture | p. 394 |
Culture satisfies needs | p. 395 |
Culture is learned | p. 396 |
How culture is learned | p. 397 |
Enculturation and acculturation | p. 397 |
Eanguage and symbols | p. 398 |
Ritual | p. 400 |
Culture is shared | p. 401 |
Culture is dynamic | p. 402 |
The measurement of culture | p. 403 |
Content analysis | p. 403 |
Consumer fieldwork | p. 403 |
Value measurement survey instruments | p. 404 |
American core values | p. 406 |
Achievement and success | p. 406 |
Activity | p. 407 |
Efficiency and practicality | p. 407 |
Progress | p. 409 |
Material comfort | p. 409 |
Individualism | p. 410 |
Freedom | p. 411 |
External conformity | p. 411 |
Humanitarianism | p. 413 |
Youthfulness | p. 414 |
Fitness and health | p. 414 |
Core values are not only an american phenomenon | p. 415 |
Toward a shopping culture | p. 416 |
Summary | p. 417 |
Discussion Questions | p. 417 |
Exercises | p. 418 |
Key Terms | p. 418 |
Notes | p. 418 |
Subcultures and Consumer Behavior | p. 420 |
What is subculture? | p. 422 |
Nationality subcultures | p. 423 |
Hispanic subcultures | p. 423 |
Religious subcultures | p. 427 |
Geographic and regional subcultures | p. 431 |
Racial subcultures | p. 432 |
The african american consumer | p. 432 |
Asian american consumers | p. 435 |
Age subcultures | p. 438 |
The generation Y market | p. 439 |
The generation X market | p. 440 |
The baby boomer market | p. 441 |
Older consumers | p. 443 |
Sex as a subculture | p. 446 |
Sex roles and consumer behavior | p. 446 |
Consumer products and sex roles | p. 446 |
Women as depicted in media and advertising | p. 447 |
The working woman | p. 447 |
Subcultural interaction | p. 448 |
Summary | p. 449 |
Discussion Questions | p. 449 |
Exercises | p. 449 |
Key Terms | p. 450 |
Notes | p. 450 |
Cross-Cultural Consumer Behavior: An International Perspective | p. 454 |
The imperative to be multinational | p. 456 |
Acquiring exposure to other cultures | p. 457 |
Country-of-origin effects | p. 458 |
What is national identity? | p. 458 |
Cross-cultural consumer analysis | p. 459 |
Similarities and differences among people | p. 459 |
The growing global middle class | p. 462 |
Acculturation is a needed marketing viewpoint | p. 465 |
Applying research techniques | p. 465 |
Alternative multinational strategies: global versus local | p. 466 |
Favoring a world brand | p. 467 |
Are global brands different? | p. 467 |
Multinational reactions to brand extensions | p. 469 |
Adaptive global marketing | p. 469 |
Frameworks for assessing multinational strategies | p. 470 |
Cross-cultural psychographic segmentation | p. 473 |
Summary | p. 475 |
Discussion Questions | p. 475 |
Exercises | p. 476 |
Key Terms | p. 476 |
Notes | p. 477 |
The Consumer's Decision-Making Process | p. 480 |
Consumer Influence and the Diffusion of Innovations | p. 480 |
What is opinion leadership? | p. 482 |
Word-of-mouth in today's always in contact world | p. 482 |
Dynamics of the opinion leadership process | p. 483 |
Credibility | p. 483 |
Positive and negative product information | p. 484 |
Information and advice | p. 484 |
Opinion leadership is category specific | p. 484 |
Opinion leadership is a two-way street | p. 484 |
The motivation behind opinion leadership | p. 485 |
The needs of opinion leaders | p. 485 |
The needs of opinion receivers | p. 486 |
Purchase pals | p. 486 |
Surrogate buyers versus opinion leaders | p. 487 |
Measurement of opinion leadership | p. 488 |
A profile of the opinion leader | p. 490 |
Frequency and overlap of opinion leadership | p. 491 |
Market mavens | p. 491 |
The situational environment of opinion leadership | p. 493 |
The interpersonal flow of communication | p. 493 |
Multistep flow of communication theory | p. 493 |
Advertising designed to stimulate/simulate word-of-mouth | p. 494 |
Word-of-mouth may be uncontrollable | p. 494 |
Marketers seek to take control of the opinion leadership process | p. 495 |
Creating products with built-in buzz potential | p. 495 |
Strategy designed to simulate buzz | p. 496 |
Diffusion of innovations | p. 499 |
The diffusion process | p. 500 |
The innovation | p. 500 |
The channels of communication | p. 505 |
The social system | p. 506 |
Time | p. 507 |
The adoption process | p. 511 |
Stages in the adoption process | p. 511 |
The adoption process and information sources | p. 513 |
A profile of the consumer innovator | p. 514 |
Defining the consumer innovator | p. 514 |
Interest in the product category | p. 514 |
The innovator is an opinion leader | p. 514 |
Personality traits | p. 515 |
Social characteristics | p. 517 |
Demographic characteristics | p. 517 |
Are there generalized consumer innovators? | p. 517 |
Summary | p. 519 |
Discussion Questions | p. 520 |
Exercises | p. 521 |
Key Terms | p. 521 |
Notes | p. 522 |
Consumer Decision Making and Beyond | p. 524 |
What is a decision? | p. 526 |
Levels of consumer decision making | p. 526 |
Extensive problem solving | p. 526 |
Limited problem solving | p. 526 |
Routinized response behavior | p. 527 |
Models of consumers: four views of consumer decision making | p. 528 |
An economic view | p. 528 |
A passive view | p. 528 |
A cognitive view | p. 528 |
An emotional view | p. 529 |
A model of consumer decision making | p. 530 |
Input | p. 531 |
Process | p. 532 |
Output | p. 545 |
Consumer gifting behavior | p. 547 |
Beyond the decision: consuming and possessing | p. 552 |
Products have special meanings and memories | p. 552 |
Relationship marketing | p. 554 |
Summary | p. 557 |
Discussion Questions | p. 557 |
Exercises | p. 558 |
Key Terms | p. 559 |
Notes | p. 559 |
Cases | p. C-1 |
Glossary | p. G-1 |
Index | p. I-1 |
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