Consumer Behavior : Building Marketing Strategy

by Delbert I. Hawkins, Roger J. Best, David L Mothersbaugh

• ISBN13: 9780073101378
• ISBN10: 0073101370
• Edition: 10th
• Format: Hardcover
• Copyright: 2006-03-01
• Publisher: Irwin/McGraw-Hill

Table of Contents

Part One Introduction	2	(34)
Consumer Behavior and Marketing Strategy	5	(31)
Applications of Consumer Behavior	9	(2)
Marketing Strategy	9	(1)
Regulatory Policy	9	(1)
Social Marketing	10	(1)
Informed Individuals	11	(1)
Marketing Strategy and Consumer Behavior	11	(3)
Market Analysis Components	14	(2)
The Consumers	14	(1)
The Company	15	(1)
The Competitors	15	(1)
The Conditions	16	(1)
Market Segmentation	16	(3)
Product-Related Need Sets	16	(2)
Customers with Similar Need Sets	18	(1)
Description of Each Group	18	(1)
Attractive Segment(s) to Serve	18	(1)
Marketing Strategy	19	(3)
The Product	19	(1)
Communications	19	(2)
Price	21	(1)
Distribution	21	(1)
Service	22	(1)
Consumer Decisions	22	(1)
Outcomes	22	(4)
Firm Outcomes	22	(2)
Individual Outcomes	24	(1)
Society Outcomes	25	(1)
The Nature of Consumer Behavior	26	(4)
External Influences (Part Two)	27	(1)
Internal Influences (Part Three)	28	(1)
Self-Concept and Lifestyle	28	(1)
Consumer Decision Process (Part Four)	29	(1)
Organizations (Part Five) and Regulation (Part Six)	29	(1)
The Meaning of Consumption	30	(1)
Summary	31	(5)
Part Two External Influences	36	(242)
Cross-Cultural Variations in Consumer Behavior	39	(42)
The Concept of Culture	42	(2)
Variations in Cultural Values	44	(12)
Other-Oriented Values	46	(5)
Environment-Oriented Values	51	(2)
Self-Oriented Values	53	(3)
Cultural Variations in Nonverbal Communications	56	(7)
Time	57	(2)
Space	59	(1)
Symbols	59	(2)
Relationships	61	(1)
Agreements	61	(1)
Things	62	(1)
Etiquette	62	(1)
Conclusions on Nonverbal Communications	63	(1)
Global Cultures	63	(3)
A Global Teenage Culture?	64	(2)
Global Demographics	66	(2)
Cross-Cultural Marketing Strategy	68	(3)
Considerations in Approaching a Foreign Market	69	(2)
Summary	71	(10)
The Changing American Society: Values	81	(34)
Changes in American Cultural Values	82	(11)
Self-Oriented Values	82	(5)
Environment-Oriented Values	87	(3)
Other-Oriented Values	90	(3)
Marketing Strategy and Values	93	(13)
Green Marketing	93	(1)
Cause-Related Marketing	94	(3)
Marketing to Gay and Lesbian Consumers	97	(3)
Gender-Based Marketing	100	(6)
Summary	106	(9)
The Changing American Society: Demographics and Social Stratification	115	(42)
Demographics	116	(7)
Population Size and Distribution	116	(1)
Occupation	117	(1)
Education	117	(3)
Income	120	(1)
Age	120	(3)
Understanding American Generations	123	(12)
The Pre-Depression Generation	124	(2)
Depression Generation	126	(1)
Baby Boom Generation	127	(2)
Generation X	129	(2)
Generation Y	131	(3)
Millennials	134	(1)
Social Stratification	135	(1)
Social Structure in the United States	136	(8)
Upper Americans	137	(2)
Middle Americans	139	(2)
Lower Americans	141	(3)
The Measurement of Social Class	144	(2)
Multi-Item Indexes	144	(2)
Demographics or Social Status?	146	(1)
Social Stratification and Marketing Strategy	146	(2)
Summary	148	(9)
The Changing American Society: Subcultures	157	(38)
The Nature of Subcultures	158	(1)
Ethnic Subcultures	159	(4)
African Americans	163	(5)
Consumer Groups	164	(1)
Media Usage	165	(1)
Marketing to African Americans	166	(2)
Hispanics	168	(7)
Acculturation, Language, and Generational Influences	169	(2)
Marketing to Hispanics	171	(4)
Asian Americans	175	(4)
Consumer Segments and Trends	176	(1)
Marketing to Asian Americans	177	(2)
Native Americans	179	(1)
Asian-Indian Americans	180	(1)
Arab Americans	181	(1)
Religious Subcultures	181	(5)
Christian Subcultures	182	(2)
Non-Christian Subcultures	184	(2)
Regional Subcultures	186	(1)
Summary	187	(8)
The American Society: Families and Households	195	(32)
The Nature of American Households	196	(3)
Types of Households	196	(3)
The Household Life Cycle	199	(9)
Marketing Strategy Based on the Household Life Cycle	208	(1)
Family Decision Making	209	(5)
The Nature of Family Purchase Roles	210	(2)
Determinants of Family Purchase Roles	212	(2)
Conflict Resolution	214	(1)
Conclusions on Family Decision Making	214	(1)
Marketing Strategy and Family Decision Making	214	(1)
Consumer Socialization	215	(4)
The Ability of Children to Learn	216	(1)
The Content of Consumer Socialization	216	(1)
The Process of Consumer Socialization	217	(1)
The Supermarket as a Classroom	218	(1)
Marketing to Children	219	(1)
Summary	220	(7)
Group influences on Consumer Behavior	227	(51)
Types of Groups	228	(7)
Consumption Subcultures	229	(2)
Brand Communities	231	(2)
Virtual Communities	233	(2)
Reference Group Influences on the Consumption Process	235	(4)
The Nature of Reference Group Influence	235	(2)
Degree of Reference Group Influence	237	(2)
Marketing Strategies Based on Reference Group Influences	239	(2)
Personal Sales Strategies	239	(1)
Advertising Strategies	240	(1)
Communications within Groups and Opinion Leadership	241	(9)
Situations in Which WOM and Opinion Leadership Occur	243	(1)
Characteristics of Opinion Leaders	244	(2)
Marketing Strategy, WOM, and Opinion Leadership	246	(4)
Diffusion of Innovations	250	(9)
Categories of Innovations	250	(3)
Diffusion Process	253	(4)
Marketing Strategies and the Diffusion Process	257	(2)
Summary	259	(8)
Part Two Cases
Starbucks Keeps It Brewing in Asia	267	(1)
Norelco's Advantage Razor Introduction	268	(2)
Crest Rejuvenating Effects	270	(1)
Renault's Logan Taps Emerging Global Markets	271	(1)
Office Depot Leads in Green	272	(1)
Dixon Ticonderoga's Prang Soybean Crayon	273	(1)
The Mosquito Magnet	274	(1)
Tapping the Ethnic Housing Market	275	(1)
Fighting Obesity in Kids	276	(2)
Part Three Internal Influences	278	(202)
Perception	281	(40)
The Nature of Perception	282	(1)
Exposure	283	(4)
Selective Exposure	283	(2)
Voluntary Exposure	285	(2)
Attention	287	(9)
Stimulus Factors	288	(6)
Individual Factors	294	(1)
Situational Factors	294	(1)
Nonfocused Attention	295	(1)
Interpretation	296	(11)
Individual Characteristics	297	(2)
Situational Characteristics	299	(1)
Stimulus Characteristics	300	(4)
Consumer Inferences	304	(3)
Perception and Marketing Strategy	307	(4)
Retail Strategy	307	(1)
Brand Name and Logo Development	307	(2)
Media Strategy	309	(1)
Advertisements	309	(1)
Package Design and Labeling	310	(1)
Summary	311	(10)
Learning, Memory, and Product Positioning	321	(42)
Nature of Learning and Memory	322	(1)
Memory's Role in Learning	323	(5)
Short-Term Memory	323	(2)
Long-Term Memory	325	(3)
Learning Under High and Low Involvement	328	(8)
Conditioning	330	(4)
Cognitive Learning	334	(2)
Learning to Generalize and Differentiate	336	(1)
Summary of Learning Theories	336	(1)
Learning, Memory, and Retrieval	336	(10)
Strength of Learning	338	(6)
Memory Interference	344	(2)
Response Environment	346	(1)
Brand Image and Product Positioning	346	(5)
Brand Image	346	(1)
Product Positioning	347	(2)
Product Repositioning	349	(2)
Brand Equity and Brand Leverage	351	(3)
Summary	354	(9)
Motivation, Personality, and Emotion	363	(32)
The Nature of Motivation	364	(8)
Maslow 's Hierarchy of Needs	364	(2)
McGuire 's Psychological Motives	366	(6)
Motivation Theory and Marketing Strategy	372	(6)
Discovering Purchase Motives	372	(2)
Marketing Strategies Based on Multiple Motives	374	(2)
Marketing Strategies Based on Motivation Conflict	376	(1)
Motivation and Consumer Involvement	377	(1)
Personality	378	(2)
Multitrait Approach	378	(1)
Single-Trait Approach	379	(1)
The Use of Personality in Marketing Practice	380	(2)
Communicating Brand Personality	381	(1)
Emotion	382	(1)
Types of Emotions	383	(1)
Emotions and Marketing Strategy	383	(4)
Emotion Arousal as a Product Benefit	384	(1)
Emotion Reduction as a Product Benefit	384	(1)
Emotion in Advertising	385	(2)
Summary	387	(8)
Attitudes and Influencing Attitudes	395	(38)
Attitude Components	397	(7)
Cognitive Component	397	(2)
Affective Component	399	(3)
Behavioral Component	402	(1)
Component Consistency	403	(1)
Attitude Change Strategies	404	(5)
Change the Cognitive Component	405	(1)
Change the Affective Component	406	(3)
Change the Behavioral Component	409	(1)
Individual and Situational Characteristics That Influence Attitude Change	409	(2)
Cue Relevance and Competitive Situation	411	(1)
Consumer Resistance to Persuasion	411	(1)
Communication Characteristics That Influence Attitude Formation and Change	411	(11)
Source Characteristics	412	(4)
Appeal Characteristics	416	(5)
Message Structure Characteristics	421	(1)
Market Segmentation and Product Development Strategies Based on Attitudes	422	(2)
Market Segmentation	422	(1)
Product Development	423	(1)
Summary	424	(9)
Self-Concept and Lifestyle	433	(47)
Self-Concept	434	(7)
Interdependent/Independent Self-Concepts	434	(2)
Possessions and the Extended Self	436	(2)
Measuring Self-Concept	438	(1)
Using Self-Concept to Position Products	438	(1)
Marketing Ethics and the Self-Concept	439	(2)
The Nature of Lifestyle	441	(4)
Measurement of Lifestyle	442	(1)
General versus Specific Lifestyle Schemes	443	(2)
The VALSTM System	445	(5)
The VALSTM Segments	446	(4)
Geo-Lifestyle Analysis (Prizm)	450	(4)
Prizm Social and Life Stage Groups	451	(1)
Sample Prizm Segments	452	(1)
Applications of Prizm in Marketing Strategy	453	(1)
International Lifestyles	454	(1)
Summary	455	(6)
Part Three Cases
K9-Quencher Sport Drink for Dogs?	461	(1)
Levi's Signature Stretch	462	(2)
Marketing the California Avocado	464	(3)
Dairy Queen Sells Irradiated Burgers	467	(2)
The Psychographics of Luxury Shoppers	469	(1)
Revlon for Men?	470	(3)
Made in Mexico	473	(1)
Hardiplank's Pull Strategy	474	(1)
www.teenpregnancy.org	475	(3)
Framing Preventive Care	478	(2)
Part Four Consumer Decision Process	480	(202)
Situational Influences	483	(26)
The Nature of Situational Influence	484	(4)
The Communications Situation	485	(1)
The Purchase Situation	486	(1)
The Usage Situation	486	(1)
The Disposition Situation	487	(1)
Situational Characteristics and Consumption Behavior	488	(9)
Physical Surroundings	488	(4)
Social Surroundings	492	(1)
Temporal Perspectives	493	(1)
Task Definition	494	(1)
Antecedent States	495	(2)
Ritual Situations	497	(1)
Situational Influences and Marketing Strategy	498	(4)
Summary	502	(7)
Consumer Decision Process and Problem Recognition	509	(22)
Types of Consumer Decisions	510	(4)
Nominal Decision Making	512	(1)
Limited Decision Making	513	(1)
Extended Decision Making	513	(1)
The Process of Problem Recognition	514	(4)
The Nature of Problem Recognition	514	(3)
Types of Consumer Problems	517	(1)
Uncontrollable Determinants of Problem Recognition	518	(2)
Marketing Strategy and Problem Recognition	520	(6)
Discovering Consumer Problems	520	(2)
Responding to Consumer Problems	522	(1)
Helping Consumers Recognize Problems	522	(4)
Suppressing Problem Recognition	526	(1)
Summary	526	(5)
Information Search	531	(34)
The Nature of Information Search	532	(1)
Types of Information Sought	533	(5)
Evaluative Criteria	533	(1)
Appropriate Alternatives	534	(3)
Alternative Characteristics	537	(1)
Sources of Information	538	(8)
Information Search on the Internet	539	(7)
Amount of External Information Search	546	(1)
Costs versus Benefits of External Search	547	(4)
Market Characteristics	547	(2)
Product Characteristics	549	(1)
Consumer Characteristics	549	(2)
Situation Characteristics	551	(1)
Marketing Strategies Based on Information Search Patterns	551	(5)
Maintenance Strategy	552	(1)
Disrupt Strategy	553	(1)
Capture Strategy	554	(1)
Intercept Strategy	554	(1)
Preference Strategy	554	(1)
Acceptance Strategy	555	(1)
Summary	556	(9)
Alternative Evaluation and Selection	565	(32)
How Consumers Make Choices	566	(6)
Affective Choice	568	(1)
Attribute-Based versus Attitude-Based Choice Processes	569	(3)
Evaluative Criteria	572	(5)
Nature of Evaluative Criteria	572	(2)
Measurement of Evaluative Criteria	574	(3)
Individual Judgment and Evaluative Criteria	577	(3)
Accuracy of Individual Judgments	577	(1)
Use of Surrogate Indicators	578	(1)
The Relative Importance and Influence of Evaluative Criteria	579	(1)
Evaluative Criteria, Individual Judgments, and Marketing Strategy	579	(1)
Decision Rules for Attribute-Based Choices	580	(8)
Conjunctive Decision Rule	581	(2)
Disjunctive Decision Rule	583	(1)
Elimination-by-Aspects Decision Rule	583	(1)
Lexicographic Decision Rule	584	(2)
Compensatory Decision Rule	586	(1)
Summary of Decision Rules	587	(1)
Summary	588	(9)
Outlet Selection and Purchase	597	(40)
Outlet Choice versus Product Choice	598	(2)
The Retail Scene	600	(8)
Internet Retailing	600	(5)
Store-Based Retailing	605	(2)
The Internet as Part of a Multi-Channel Strategy	607	(1)
Attributes Affecting Retail Outlet Selection	608	(6)
Outlet Image	609	(1)
Retailer Brands	610	(1)
Retail Advertising	611	(2)
Outlet Location and Size	613	(1)
Consumer Characteristics and Outlet Choice	614	(3)
Perceived Risk	614	(2)
Shopping Orientation	616	(1)
In-Store and Online Influences on Brand Choices	617	(9)
The Nature of Unplanned Purchases	617	(2)
Point-of-Purchase Materials	619	(1)
Price Reductions and Promotional Deals	620	(2)
Outlet Atmosphere	622	(1)
Stockouts	623	(1)
Web Site Functioning and Requirements	624	(1)
Sales Personnel	625	(1)
Purchase	626	(1)
Summary	626	(11)
Postpurchase Processes, Customer Satisfaction, and Customer Commitment	637	(45)
Postpurchase Dissonance	638	(3)
Product Use and Nonuse	641	(3)
Product Use	641	(2)
Product Nonuse	643	(1)
Disposition	644	(4)
Product Disposition and Marketing Strategy	645	(3)
Purchase Evaluation and Customer Satisfaction	648	(3)
The Evaluation Process	648	(3)
Dissatisfaction Responses	651	(4)
Marketing Strategy and Dissatisfied Consumers	653	(2)
Customer Satisfaction, Repeat Purchases, and Customer Commitment	655	(7)
Repeat Purchasers, Committed Customers, and Profits	657	(2)
Repeat Purchasers, Committed Customers, and Marketing Strategy	659	(3)
Summary	662	(9)
Part Four Cases
Adidas Goes High Tech	671	(1)
Supermarket Shopping in Europe	671	(1)
A Shifting Retail Scene---Can Blockbuster Survive?	672	(1)
Is Sears on Target?	673	(3)
Vespa Boutiques	676	(1)
Hyundai's Turnaround	677	(1)
Muddy Boots Mercantile	678	(1)
increasing Egg Consumption	679	(3)
Part Five Organizations as Consumers	682	(32)
Organizational Buyer Behavior	685	(29)
Organizational Purchase Process	686	(12)
Decision-Making Unit	687	(2)
Purchase Situation	689	(1)
Steps in the Organizational Decision Process	690	(7)
The Internet's Role in the Organizational Decision Process	697	(1)
Organizational Culture	698	(1)
External Factors Influencing Organizational Culture	698	(5)
Firmographics	698	(3)
Culture/Government	701	(1)
Reference Groups	701	(2)
Internal Factors Influencing Organizational Culture	703	(3)
Organizational Values	703	(1)
Perception	703	(3)
Learning	706	(1)
Motives and Emotions	706	(1)
Summary	706	(5)
Part Five Cases
Raex Laser Steei	711	(1)
Mack Trucks' Integrated Communications Campaign	712	(2)
Part Six Consumer Behavior and Marketing Regulation	714	(33)
Marketing Regulation and Consumer Behavior	717	(30)
Regulation and Marketing to Children	718	(10)
Concerns about the Ability of Children to Comprehend Commercial Messages	719	(2)
Concerns about the Effects of the Content of Commercial Messages on Children	721	(3)
Controversial Marketing Activities Aimed at Children	724	(2)
Children's Online Privacy Issues	726	(2)
Regulation and Marketing to Adults	728	(10)
Marketing Communications	729	(7)
Product Issues	736	(2)
Pricing Issues	738	(1)
Summary	738	(6)
Part Six Cases
Children's Online Privacy Protection	744	(1)
Safer Cigarettes?	744	(3)
Appendix A Consumer Research Methods	747	(10)
Appendix B Consumer Behavior Audit	757	(6)
Indexes	763