Consumer Behavior : Buying, Having, and Being

by Solomon, Michael R.

• ISBN13: 9780131404069
• ISBN10: 0131404067
• Edition: 6th
• Format: Hardcover
• Copyright: 2004-01-01
• Publisher: Pearson College Div

Summary

Communicating a fascination for the everyday activities of people, this leading book on consumer behavior examines how our world is influenced by the action of marketers, and considers how products, services, and consumption contribute to the broader social world we experience. Its incredibly interesting and dynamic content proves hip and engaging, while reflecting the latest research.KEY TOPICSA four-part organization looks at consumers as individuals, consumers as decision makers, consumers and subcultures, and consumers and culture.For brand managers, marketing research analysts, and account executives.

Author Biography

Michael R. Solomon is Human Sciences Professor of Consumer Behavior in the Department of Consumer Affairs, College of Human Sciences, at Auburn University.

Table of Contents

About the Author	xi
Preface	xiii
Acknowledgments	xvii
SECTION 1 CONSUMERS IN THE MARKETPLACE	3	(42)
Chapter 1: Consumers Rule	4	(41)
Consumer Behavior: People in the Marketplace	6	(3)
What is Consumer Behavior?	7	(2)
Consumers' Impact on Marketing Strategy	9	(4)
Segmenting Consumers	9	(4)
Relationship Marketing: Building Bonds with Consumers	13	(1)
Marketing's Impact on Consumers	13	(8)
Blurred Boundaries: Marketing and Reality	20	(1)
Marketing Ethics and Public Policy	21	(9)
Business Ethics	21	(1)
Needs and Wants: Do Marketers Manipulate Consumers?	22	(3)
Public Policy and Consumerism	25	(5)
The Dark Side of Consumer Behavior	30	(4)
Consumer Terrorism	30	(1)
Addictive Consumption	30	(1)
Compulsive Consumption	31	(1)
Consumed Consumers	31	(1)
Illegal Activities	32	(2)
Consumer Behavior as a Field of Study	34	(3)
Interdisciplinary Influences on the Study of Consumer Behavior	34	(1)
The Issue of Strategic Focus	35	(1)
The Issue of Two Perspectives on Consumer Research	36	(1)
Taking It from Here: The Plan of the Book	37	(2)
Chapter Summary	39	(1)
Key Terms	40	(1)
Consumer Behavior Challenge	40	(1)
Notes	41	(4)
SECTION 2 CONSUMERS AS INDIVIDUALS	45	(244)
Chapter 2: Perception	46	(34)
Introduction	48	(11)
Sensory Systems	49	(1)
Vision	50	(4)
Smell	54	(2)
Sound	56	(1)
Touch	57	(1)
Taste	58	(1)
Exposure	59	(4)
Sensory Thresholds	59	(2)
Subliminal Perception	61	(2)
Attention	63	(13)
Personal Selection Factors	65	(1)
Stimulus Selection Factors	66	(3)
Stimulus Organization	69	(2)
The Eye of the Beholder: Interpretational Biases	71	(1)
Semiotics: The Symbols Around Us	72	(3)
Perceptual Positioning	75	(1)
Chapter Summary	76	(1)
Key Terms	77	(1)
Consumer Behavior Challenge	77	(1)
Notes	78	(2)
Chapter 3: Learning and Memory	80	(32)
The Learning Process	82	(1)
Behavioral Learning Theories	83	(10)
Classical Conditioning	84	(3)
Marketing Applications of Behavioral Learning Principles	87	(3)
Instrumental Conditioning	90	(2)
Applications of Instrumental Conditioning Principles	92	(1)
Cognitive Learning Theory	93	(2)
Is Learning Conscious or Not?	93	(1)
Observational Learning	93	(1)
Applications of Cognitive Learning Principles	94	(1)
The Role of Memory in Learning	95	(12)
Encoding Information for Later Retrieval	95	(2)
Memory Systems	97	(1)
Storing Information in Memory	98	(2)
Retrieving Information for Purchase Decisions	100	(2)
Factors Influencing Forgetting	102	(1)
Products as Memory Markers	102	(1)
Measuring Memory for Marketing Stimuli	103	(3)
Problems with Memory Measures	106	(1)
Chapter Summary	107	(1)
Key Terms	108	(1)
Consumer Behavior Challenge	108	(1)
Notes	108	(4)
Chapter 4: Motivation and values	112	(36)
Introduction	114	(1)
The Motivation Process	114	(2)
Motivational Strength	116	(1)
Biological Versus Learned Needs	116	(1)
Motivational Direction	116	(8)
Needs Versus Wants	117	(1)
Types of Needs	117	(1)
Motivational Conflicts	118	(2)
Classifying Consumer Needs	120	(4)
Consumer Involvement	124	(7)
Levels of Involvement: From Inertia to Passion	125	(2)
The Many Faces of Involvement	127	(1)
Measuring Involvement	128	(3)
Values	131	(13)
Core values	131	(2)
Applications of values to Consumer Behavior	133	(5)
Materialism: "He Who Dies with the Most Toys, Wins"	138	(5)
Consumer Behavior in the Aftermath of 9/11	143	(1)
Chapter Summary	144	(1)
Key Terms	145	(1)
Consumer Behavior Challenge	145	(1)
Notes	145	(3)
Chapter 5: The Self	148	(38)
Perspectives on the Self	150	(4)
Does the Self Exist?	150	(1)
Self Concept	150	(2)
Multiple Selves	152	(1)
Self-Consciousness	153	(1)
Consumption and Self-Concept	154	(5)
Products That Shape the Self You Are What You Consume	154	(2)
Self/Product Congruence	156	(1)
The Extended Self	156	(3)
Sex Roles	159	(9)
Gender Differences in Socialization	159	(2)
Gender Versus Sexual Identity	161	(1)
Female Sex Roles	162	(1)
Male Sex Roles	163	(2)
Gay, Lesbian, Bisexual, and Transgender (GLBT) Consumers	165	(3)
Body Image	168	(13)
Ideals of Beauty	168	(4)
Working on the Body	172	(5)
Body Decoration and Mutilation	177	(4)
Chapter Summary	181	(1)
Key Terms	182	(1)
Consumer Behavior Challenge	182	(1)
Notes	183	(3)
Chapter 6: Personality and Lifestyles	186	(36)
Personality	188	(10)
Consumer Behavior on the Couch: Freudian Theory	188	(2)
Motivational Research	190	(2)
Neo-Freudian Theories	192	(1)
Trait Theory	192	(3)
Brand Personality	195	(3)
Lifestyles and Psychographics	198	(15)
Lifestyle: Who We Are, What We Do	198	(6)
Psychographics	204	(3)
Psychographic Segmentation Typologies	207	(6)
Regional Consumption Differences: You Are What You Eat!	213	(5)
Food Cultures	214	(1)
Geodemography	214	(4)
Chapter Summary	218	(1)
Key Terms	219	(1)
Consumer Behavior Challenge	219	(1)
Notes	219	(3)
Chapter 7: Attitudes	222	(30)
The Power of Attitudes	224	(7)
The Functions of Attitudes	224	(3)
The ABC Model of Attitudes	227	(3)
Product Attitudes Don't Tell the Whole Story	230	(1)
Forming Attitudes	231	(8)
Not All Attitudes Are Created Equal	231	(1)
The Consistency Principle	232	(7)
Attitude Models	239	(3)
Multiattribute Attitude Models	239	(3)
Using Attitudes to Predict Behavior	242	(6)
The Extended Fishbein Model	242	(3)
Trying to Consume	245	(1)
Tracking Attitudes over Time	246	(2)
Chapter Summary	248	(1)
Key Terms	248	(1)
Consumer Behavior Challenge	249	(1)
Notes	249	(3)
Chapter 8: Attitude Change and Interactive Communications	252	(37)
Changing Attitudes Through Communication	254	(4)
Decisions, Decisions: Tactical Communications Options	254	(1)
The Elements of Communication	255	(1)
An Updated View: Interactive Communications	256	(2)
The Source	258	(8)
Source Credibility	258	(3)
Source Attractiveness	261	(5)
The Message	266	(15)
Sending the Message	267	(2)
Constructing the Argument	269	(2)
Types of Message Appeals	271	(10)
The Source Versus the Message: Sell the Steak or the Sizzle?	281	(2)
The Elaboration Likelihood Model	282	(1)
Chapter Summary	283	(1)
Key Terms	284	(1)
Consumer Behavior Challenge	284	(1)
Notes	285	(4)
SECTION 3 CONSUMERS AS DECISION MAKERS	289	(148)
Chapter 9: Individual Decision Making	290	(36)
Consumers as Problem Solvers	292	(4)
Perspectives on Decision Making	292	(2)
Types of Consumer Decisions	294	(2)
Problem Recognition	296	(1)
Information Search	297	(8)
Types of Information Search	297	(2)
Do Consumers Always Search Rationally?	299	(6)
Evaluation of Alternatives	305	(3)
Identifying Alternatives	305	(1)
Product Categorization	306	(2)
Product Choice: Selecting Among Alternatives	308	(13)
Evaluative Criteria	308	(2)
Cybermediaries	310	(1)
Heuristics: Mental Shortcuts	311	(8)
Decision Rules	319	(2)
Chapter Summary	321	(1)
Key Terms	322	(1)
Consumer Behavior Challenge	322	(1)
Notes	323	(3)
Chapter 10: Buying and Disposing	326	(38)
Situational Effects on Consumer Behavior	328	(2)
Social and Physical Surroundings	330	(8)
Temporal Factors	332	(5)
Antecedent States: If It Feels Good, Buy It	337	(1)
Shopping: A job or an Adventure?	338	(10)
Reasons for Shopping	338	(1)
E-Commerce: Clicks Versus Bricks	339	(2)
Retailing as Theater	341	(4)
In-Store Decision Making	345	(2)
The Salesperson	347	(1)
Postpurchase Satisfaction	348	(5)
Perceptions of Product Quality	348	(5)
Product Disposal	353	(5)
Disposal Options	353	(2)
Lateral Cycling: Junk Versus "Junque"	355	(3)
Chapter Summary	358	(1)
Key Terms	358	(1)
Consumer Behavior Challenge	359	(1)
Notes	360	(4)
Chapter 11: Group Influence and Opinion Leadership	364	(36)
Reference Groups	366	(8)
When Reference Groups Are Important	366	(3)
Types of Reference Groups	369	(5)
Consumers Do It in Groups	374	(5)
Conformity	376	(3)
Word-of-Mouth Communication	379	(9)
Negative WOM and the Power of Rumors	381	(2)
Cutting-Edge WOM Strategies	383	(5)
Opinion Leadership	388	(6)
The Nature of Opinion Leadership	388	(1)
How Influential Is an Opinion Leader?	389	(1)
Types of Opinion Leaders	390	(2)
Identifying Opinion Leaders	392	(2)
Chapter Summary	394	(1)
Key Terms	395	(1)
Consumer Behavior Challenge	396	(1)
Notes	396	(4)
Chapter 12: Organizational and Household Decision Making	400	(37)
Organizational Decision Making	402	(5)
Organizational Decision Making Versus Consumer Decision Making	403	(1)
How Do Organizational Buyers Operate?	404	(3)
B2BE-Commerce	407	(1)
The Family	407	(10)
Defining the Modern Family	407	(7)
The Family Life Cycle	414	(3)
The Intimate Corporation: Family Decision Making	417	(7)
Household Decisions	418	(1)
Sex Roles and Decision Making Responsibilities	418	(6)
Children as Decision Makers: Consumers-in-Training	424	(7)
Consumer Socialization	426	(1)
Sex-Role Socialization	427	(1)
Cognitive Development	428	(1)
Marketing Research and Children	429	(2)
Chapter Summary	431	(1)
Key Terms	431	(1)
Consumer Behavior Challenge	432	(1)
Notes	432	(5)
SECTION 4 CONSUMERS AND SUBCULTURES	437	(86)
Chapter 13: Income and Social Class	438	(32)
Consumer Spending and Economic Behavior	440	(4)
Income Patterns	441	(1)
To Spend or Not to Spend, That Is the Question	442	(1)
Consumer Confidence	442	(2)
Social Class	444	(11)
A Universal Pecking Order	444	(1)
Social Stratification	445	(4)
Components of Social Class	449	(2)
Measuring Social Class	451	(4)
How Social Class Affects Purchase Decisions	455	(6)
Class Differences in Worldview	455	(1)
Taste Cultures, Codes, and Cultural Capital	456	(5)
Status Symbols	461	(5)
Conspicuous Consumption	462	(4)
Chapter Summary	466	(1)
Key Terms	467	(1)
Consumer Behavior Challenge	467	(1)
Notes	468	(2)
Chapter 14: Ethnic, Racial, and Religious Subcultures	470	(26)
Subcultures and Consumer Identity	472	(2)
Ethnic and Racial Subcultures	474	(5)
Ethnicity and Marketing Strategies	474	(5)
Ethnic and Racial Stereotypes	479	(1)
African Americans	479	(1)
Hispanic Americans	480	(5)
Rock en Español: Distinguishing Characteristics of the Hispanic Market	482	(1)
Levels of Acculturation: Understanding Hispanic Identity	483	(2)
Asian Americans	485	(2)
Religious Subcultures	487	(5)
The Rise of Spirituality	487	(1)
Old and New Religions	488	(2)
The Impact of Religion on Consumption	490	(2)
Chapter Summary	492	(1)
Key Terms	493	(1)
Consumer Behavior Challenge	493	(1)
Notes	494	(2)
Chapter 15: Age Subcultures	496	(27)
Age and Consumer Identity	498	(2)
The Teen Market: Gen Y Like Totally Rules	500	(10)
Teen Values, Conflicts, and Desires	501	(2)
Appealing to the Youth Market	503	(4)
Researching the Youth Market	507	(3)
Baby Boomers	510	(2)
The Gray Market	512	(6)
Gray Power: Seniors' Economic Clout	513	(1)
Understanding Seniors	513	(3)
Selling to Seniors	516	(2)
Chapter Summary	518	(1)
Key Terms	519	(1)
Consumer Behavior Challenge	519	(1)
Notes	520	(3)
SECTION 5 CONSUMERS AND CULTURE	523	(72)
Chapter 16: Cultural Influences on Consumer	524	(28)
Understanding Culture	526	(2)
Myths and Rituals	528	(16)
Myths	530	(6)
Rituals	536	(8)
Sacred and Profane Consumption	544	(5)
Domains of Sacred Consumption	544	(3)
From Sacred to Profane, and Back Again	547	(2)
Chapter Summary	549	(1)
Key Terms	549	(1)
Consumer Behavior Challenge	549	(1)
Notes	550	(2)
Chapter 17: The Creation and Diffusion of Global Consumer Culture	552	(43)
The Creation of Culture	554	(9)
Cultural Selection	556	(2)
Culture Production Systems	558	(1)
High Culture and Popular Culture	559	(4)
Reality Engineering	563	(4)
Product Placement	564	(2)
Advergaming	566	(1)
The Diffusion of Innovations	567	(3)
Adopting Innovations	567	(2)
Behavioral Demands of Innovations	569	(1)
Prerequisites for Successful Adoption	570	(1)
The Fashion System	570	(10)
Cultural Categories	571	(1)
Behavioral Science Perspectives on Fashion	572	(4)
Cycles of Fashion Adoption	576	(4)
Transferring Product Meanings to Other Cultures	580	(5)
Think Globally, Act Locally	581	(3)
Cultural Differences Relevant to Marketers	584	(1)
Does Global Marketing Work?	585	(1)
The Diffusion of Consumer Culture	585	(5)
I'd Like to Buy the World a Coke ...	586	(1)
Emerging Consumer Cultures in Transitional Economies	587	(3)
Chapter Summary	590	(1)
Key Terms	591	(1)
Consumer Behavior Challenge	591	(1)
Notes	592	(3)
Glossary	595	(8)
Credits	603	(2)
Index	605

Excerpts

I love to people-watch, don't you? People shopping, people flirting, people consuming... Consumer behavior is the study of people and the products that help to shape their identities. Because I'm a consumer myself, I have a selfish interest in learning more about how this process works--and so do you. In many courses, students are merely passive observers, learning about topics that affect them indirectly if at all. Not everyone is a plasma physicist, a medieval French scholar, or a marketing professional. But we are all consumers. Many of the topics in this book have both professional and personal relevance to the reader, whether he or she is a student, professor, or businessperson. Nearly everyone can relate to the trials and tribulations associated with last-minute shopping, primping for a big night out, agonizing over an expensive purchase decision, fantasizing about a week in the Caribbean, celebrating a holiday, or commemorating a landmark event, such as a graduation, getting a driver's license, or (dreaming about) winning the lottery. In this edition I have tried to introduce you to the latest and best thinking by some very bright scientists who develop models and studies of consumer behavior. But, that's not enough. Consumer behavior is an applied science, so we must never lose sight of the role of "horse sense" when we try to apply our findings to life in the real world. That's why you'll find a lot of practical examples to back up these fancy theories. WHAT MAKES THIS BOOK DIFFERENT: BUYING, HAVING, AND BEING As this book's subtitle suggests, my vision of consumer behavior goes well beyond studying the act of buying--having and being are just as important, if not more so. Consumer behavior is more than buying things; it also embraces the study of how having (or not having)'things affects our lives and how our possessions influence the way we feel about ourselves and about each other--our state of being. I developed the Wheel of Consumer Behavior that appears at the beginning of text sections to underscore the complex--and often inseparable--interrelationships between the individual consumer and his or her social realities. In addition to understanding why people buy things, we also try to appreciate how products, services, and consumption activities contribute to the broader social world we experience. Whether shopping, cooking, cleaning, playing basketball, hanging out at the beach, or even looking at ourselves in the mirror, our lives are touched by the marketing system. As if these experiences were not complex enough, the task of understanding the consumer multiplies geometrically when we take a multicultural perspective. All of these ideas are supported by intriguing and current examples, showing consumer behavior as it relates to current events. Throughout the sixth edition you'll discover up-to-the-minute topics including bio-terrorism, Internet piracy, consumer behavior post 9/11, identity theft, hype versus buzz, purchase momentum, new religions (Raelians), advergaming, flow states, food cultures, blogging, Web avatars, silent commerce, brandfests, tribal marketing, even Botox parties. GOING GLOBAL The American experience is important, but it's far from the whole story. This book also considers the many other consumers around the world whose diverse experiences with buying, having, and being are equally vital to understand. That's why you'll find numerous examples of marketing and consumer practices relating to consumers and companies outside the United States throughout the book. You'll find a list of those examples on the end pages of this book. If we didn't know it before the tragic events of September 11, 2001, we certainly know it now: Americans also are global citizens, and it's vital that we all appreciate the perspectives of others--and how others around the world regard us. That's why I'm excited ab