Consumer Behavior: Buying, Having, and Being

by Michael R. Solomon

• ISBN13: 9780133657685
• ISBN10: 013365768X
• Edition: 3rd
• Format: Hardcover
• Copyright: 1999-03-01
• Publisher: Prentice Hall Professional Technical Reference

Summary

Using a lively writing style, examples that relate directly to students as consumers, and cutting-edge research, this critical examination of marketing practices explains why people buy things and how products, services, and consumption activities contribute to the broader social world that consumers experience.

Table of Contents

Consumers In The Marketplace

An Introduction to Consumer Behavior

An introduction to consumer behavior

Consumers' impact on marketing strategy

Marketing's impact on consumers

Consumer behavior as a field of study

An overview of consumer behavior research methods

Learning about consumer behavior

Consumers As Individuals

Perception

Introduction

The perceptual process

Sensory systems

Sensory thresholds

Subliminal persuasion

Perceptual selection

Interpretation: Deciding what things mean

Learning and Memory

The learning process

Marketing applications of learning principles

The role of memory in learning

Motivation, Values, and Involvement

Introduction

The Motivation Process

Motivational Strength

Motivational direction

Hidden motives: Probing beneath the surface

Needs and wants: Do marketers manipulate consumers? Values and applications to consumer research

Consumer involvement

Attitudes

The power of attitudes

The contents of attitudes

Forming attitudes

Attitude models

Using attitudes to predict behavior

Attitude Change and Persuasive Communications

Changing attitudes through communication

The source

The message

The source versus the message: Sell the steak or the sizzle?

The Self

Perspectives on the self

Personality

Consumption and self-concept

Sex roles

Body image

Consumers As Decision Makers

Individual Decision Making

Consumers as problem solvers

Problem recognition

Information search

Evaluation of alternatives

The Purchase Situation, Postpurchase Evaluation, and Product Disposal

Introduction

Situational effects on consumer behavior

The purchase environment

Postpurchase satisfaction

Product disposal

Group Influence, Opinion Leadership, and Diffusion of Innovations

Introduction

Reference groups

Conformity

Word-of-mouth communication

Opinion leadership

The diffusion of innovations

Organizational and Household Decision Making

Introduction

Organizational decision-making

The family

The intimate corporation: Family decision making

Children as decision makers: Consumers-in-training

Consumers and Subcultures

Income and Social Class

Introduction

Consumer spending and economic behavior

Social class

How social class affects purchase decisions

Status symbols

Ethnic, Racial, and Religious Subcultures

Subcultures and consumer identity

Ethnic and racial subcultures

African-Americans

Hispanic-Americans

Asian-Americans

Religious subcultures

Age Subcultures

Age groups and consumer identity

Children in the marketplace

The teen market: "Totally RAD." Baby busters: "Generation X." Baby boomers

Mature consumers

Consumers and Culture

Cultural Influences on Consumer Behavior

Culture and consumption

Understanding culture

Myths and rituals

The creation of culture

The fashion system

Lifestyles and Global Culture

Lifestyles and consumption choices

Lifestyle marketing

Geographic influences on lifestyles

Global marketing and culture

Sacred and Profane Consumption: Cultural Trends and Ethical Issues in Consumer Behavior

The future of consumer behavior

Sacred and profane consumption

The dark side of consumer behavior

Blurred boundaries: Marketing and reality

Lifestyle trends: What's in store for consumers and marketers?

Appendices

Glossary

Indexes

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