Consumer Behavior

by Schiffman, Leon; Kanuk, Leslie

• ISBN13: 9780131869608
• ISBN10: 0131869604
• Edition: 9th
• Format: Hardcover
• Copyright: 2007-01-01
• Publisher: Prentice Hall

Summary

With a strong empirical and market segmentation approach, this book focuses on how the Internet has changed the way people obtain information about potential purchases, giving readers the most up-to-date material on how technology is changing their lives as consumers. The Thirty-two mini-cases help readers learn by applying the theory, drawing on current business news to demonstrate specific consumer behavior concepts. This edition now includes thirty-two Active Learning mini-cases. A clear consumer decision making model is set out in each chapter to facilitate learningpresented in the first chapter, this model serves as a structural framework for the conceptsthe building blocksexamined in the following chapters. The book's final chapter ties all of these concepts together so readers see the interrelationships and relevance of individual concepts to consumer decision-making. For those studying consumer behavior and/or marketing.

Table of Contents

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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