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This concise paperback includes thirty-five cases and activities, each reviewed by a respected practitioner in the field, focusing specifically on consumer behavior concepts and illustrating how they're applied in the real world. The Importance of Customer Centricity; Customer Perception; Customer Learning and Memory; Customer Motivation and Personality; Segmenting, Targeting, and Positioning; Reference Group Influence and Diffusion of Innovation; Customer Attitudes; Marketing Communication and Attitude Change; Customer Decision Making; Qualitative and Interpretive Consumer Research; Cultural and Subcultural Influences Critical Thinking in Consumer Behavior: Cases and Experiential Exercises can be used as a standalone text or as a supplement to a consumer behavior textbook.
Table of Contents
SECTION I: The Importance of Customer Centricity
1. Customer Retention and Profitability 2. Measuring Customer Loyalty with the Net Promoter Score 3. Customer Experience Management
SECTION II: Customer Perception
4. Information Overload 5. The Just Noticeable Difference 6. Perceptual Maps
SECTION III: Customer Learning and Memory
7. Behavioral Learning: Classical and Operant Conditioning 8. Memorable Taglines 9. Memory Models and Promotional Strategies
SECTION IV: Customer Motivation and Personality
10. The Great Debate 11. Needs and Motivation 12. Appealing to the Id, Superego, and Ego
SECTION V: Segmenting, Targeting, and Positioning
13. VALS™ Segmentation Categories 14. Positioning Strategies 15. Adopter Categories SECTION VI: Reference Group Influence and Diffusion of Innovation
16. Forms of Reference Group Influence 17. Types of Reference Groups 18. Diffusion of Innovations
SECTION VII: Customer Attitudes
19. Hierarchies of Effects 20. The Fishbein Model of Attitude Measurement 21. The Extended Fishbein Model
SECTION VIII: Marketing Communication and Attitude Change
22. Multiattribute Models and Attitude Change Strategies 23. The Elaboration Likelihood Model 24. Social Judgment Theory and Attitude Change 25. Balance Theory and Spokesperson Strategies SECTION IX: Customer Decision Making
26. Group/Family Decision Making 27. Decision Heuristics 28. Decision Rules I: Introduction to Decision Rules 29. Decision Rules II: The Application of Decision Rules
SECTION X: Qualitative and Interpretive Consumer Research
30. Projective Techniques 31. Laddering Interviews and Means-End Analysis 32. Information Display Board
SECTION XI: Cultural and Subcultural Influences
33. The Diversity of Customer Behavior 34. Culture and Customer Behavior 35. The Chinese Consumer