Consumer Behavior: Building Marketing Strategy, 9/e, (with DDB Needham Data Disk)

by HAWKINS DELBERT

• ISBN13: 9780072865493
• ISBN10: 0072865490
• Edition: 9th
• Format: Hardcover
• Copyright: 2003-03-12
• Publisher: McGraw-Hill/Irwin

Summary

Consumer Behavior, 9/e, by Hawkins, Best, & Coney offers balanced coverage of consumer behavior including the psychological, social, and managerial implications. The new edition features current and exciting examples that are tied into global and technology consumer behavior issues and trends, a solid foundation in marketing strategy, integrated coverage of ethical/social issues and outlines the consumer decision process. This text is known for its ability to link topics back to marketing decision-making and strategic planning which gives students the foundation to understanding consumer behavior which will make them better consumers and better marketers.

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	10	(1)
Social Marketing	10	(1)
Informed Individuals	10	(1)
Marketing Strategy and Consumer Behavior	11	(3)
Market Analysis Components	14	(1)
The Consumers	15	(1)
The Company	15	(1)
The Competitors	15	(1)
The Conditions	16	(1)
Market Segmentation	16	(3)
Product-Related Need Sets	17	(1)
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	20	(1)
Price	21	(1)
Distribution	22	(1)
Service	22	(1)
Consumer Decisions	22	(1)
Outcomes	23	(3)
Firm Outcomes	23	(1)
Individual Outcomes	24	(1)
Society Outcomes	25	(1)
The Nature of Consumer Behavior	26	(4)
External Influences	28	(1)
Internal Influences	29	(1)
Self-Concept and Lifestyle	29	(1)
Situations and Consumer Decisions	29	(1)
The Meaning of Consumption	30	(2)
Summary	32	(4)
Part Two External Influences	36	(238)
Cross-Cultural Variations in Consumer Behavior	39	(40)
The Concept of Culture	42	(3)
Variations in Cultural Values	45	(10)
Other-Oriented Values	45	(5)
Environment-Oriented Values	50	(2)
Self-Oriented Values	52	(3)
Cultural Variations in Nonverbal Communications	55	(9)
Time	56	(2)
Space	58	(1)
Symbols	59	(2)
Friendship	61	(1)
Agreements	62	(1)
Things	62	(1)
Etiquette	63	(1)
Conclusions on Nonverbal Communications	63	(1)
Global Cultures	64	(1)
A Global Teenage Culture?	64	(1)
Global Demographics	65	(2)
Cross-Cultural Marketing Strategy	67	(4)
Considerations in Approaching a Foreign Market	68	(3)
Summary	71	(8)
The Changing American Society: Values	79	(32)
Changes in American Cultural Values	80	(9)
Self-Oriented Values	81	(3)
Environment-Oriented Values	84	(3)
Other-Oriented Values	87	(2)
Marketing Strategy and Values	89	(15)
Green Marketing	89	(3)
Cause-Related Marketing	92	(2)
Marketing to Gay and Lesbian Consumers	94	(4)
Gender-Based Marketing	98	(6)
Summary	104	(7)
The Changing American Society: Demographics and Social Stratification	111	(40)
Demographics	112	(8)
Population Size and Distribution	113	(1)
Occupation	113	(2)
Education	115	(1)
Income	116	(2)
Age	118	(2)
Understanding American Generations	120	(10)
The Pre-Depression Generation	121	(1)
Depression Generation	122	(2)
Baby Boom Generation	124	(1)
Generation X	125	(2)
Generation Y	127	(3)
Millennials	130	(1)
Social Stratification	130	(2)
Social Structure in the United States	132	(8)
Upper Americans	132	(4)
Middle Americans	136	(1)
Lower Americans	137	(3)
The Measurement of Social Class	140	(2)
Demographics or Social Status?	142	(1)
Social Stratification and Marketing Strategy	142	(2)
Summary	144	(7)
The Changing American Society: Subcultures	151	(38)
The Nature of Subcultures	152	(2)
Ethnic Subcultures	154	(3)
African Americans	157	(5)
Consumer Groups	158	(1)
Media Usage	159	(1)
Marketing to African Americans	159	(3)
Hispanics	162	(7)
Identification with Traditional Hispanic Culture	164	(2)
Marketing to Hispanics	166	(3)
Asian Americans	169	(4)
Consumer Groups	170	(1)
Marketing to Asian Americans	171	(2)
Native Americans	173	(1)
Asian-Indian Americans	173	(1)
Arab Americans	174	(1)
Religious Subcultures	175	(5)
Christian Subcultures	175	(3)
Non-Christian Subcultures	178	(2)
Regional Subcultures	180	(1)
Summary	181	(8)
The American Society: Families and Households	189	(34)
The Nature of American Households	191	(3)
Types of Households	191	(3)
The Household Life Cycle	194	(8)
Marketing Strategy Based on the Household Life Cycle	202	(2)
Family Decision Making	204	(4)
The Nature of Family Purchase Roles	204	(3)
Determinants of Family Purchase Roles	207	(1)
Conflict Resolution	207	(1)
Conclusions on Family Decision Making	208	(1)
Marketing Strategy and Family Decision Making	208	(2)
Consumer Socialization	210	(4)
The Ability of Children to Learn	210	(1)
The Content of Consumer Socialization	210	(1)
The Process of Consumer Socialization	211	(2)
The Supermarket as a Classroom	213	(1)
Marketing to Children	214	(2)
Summary	216	(7)
Group Influences on Consumer Behavior	223	(51)
Types of Groups	224	(7)
Consumption Subcultures	227	(1)
Brand Communities	228	(3)
Reference Group Influences on the Consumption Process	231	(4)
The Nature of Reference Group Influence	232	(1)
Degree of Reference Group Influence	233	(2)
Marketing Strategies Based on Reference Group Influences	235	(3)
Personal Sales Strategies	236	(1)
Advertising Strategies	236	(2)
Communications within Groups and Opinion Leadership	238	(8)
Situations in Which Opinion Leadership Occurs	239	(1)
Opinion Leader Characteristics	240	(2)
Marketing Strategy and Opinion Leadership	242	(4)
Diffusion of Innovations	246	(9)
Categories of Innovations	246	(2)
Diffusion Process	248	(5)
Marketing Strategies and the Diffusion Process	253	(2)
Summary	255	(19)
Part Two Cases	262	(1)
Norelco's Advantage Razor Introduction	262	(2)
Crest Rejuvenating Effects	264	(1)
Tony the Tiger Goes Global	264	(2)
Wal-Mart Enters China	266	(1)
Skoda's U.K. Turnaround Attempt	267	(1)
McDonald's Social Responsibility Report	268	(2)
Dixon Ticonderoga's Prang Soybean Crayon	270	(1)
The Mosquito Magnet	270	(1)
Marketing Seasoning Sauces to African Americans and Hispanics	271	(1)
Fighting Obesity in Kids	272	(2)
Part Three Internal Influences	274	(196)
Perception	277	(38)
Perception	278	(1)
Exposure	279	(3)
Attention	282	(9)
Stimulus Factors	284	(4)
Individual Factors	288	(1)
Situational Factors	289	(1)
Nonfocused Attention	290	(1)
Interpretation	291	(7)
Individual Characteristics	292	(1)
Situational Characteristics	293	(2)
Stimulus Characteristics	295	(1)
Interpreting Images	296	(1)
Consumer Inferences	297	(1)
Perception and Marketing Strategy	298	(8)
Retail Strategy	298	(1)
Brand Name and Logo Development	298	(2)
Media Strategy	300	(1)
Advertisements and Package Design	301	(1)
Developing Warning Labels and Disclaimers	302	(1)
Advertising Evaluation	303	(2)
Ethical Concerns	305	(1)
Summary	306	(9)
Learning, Memory, and Product Positioning	315	(38)
Nature of Learning	316	(1)
Learning under Conditions of High and Low Involvement	317	(9)
Conditioning	319	(4)
Cognitive Learning	323	(2)
Summary of Learning Theories	325	(1)
General Characteristics of Learning	326	(7)
Strength of Learning	326	(4)
Extinction	330	(1)
Stimulus Generalization	331	(1)
Stimulus Discrimination	332	(1)
Response Environment	332	(1)
Memory	333	(4)
Short-Term Memory	334	(1)
Long-Term Memory	335	(2)
Brand Image and Product Positioning	337	(5)
Product Positioning	339	(3)
Brand Equity and Brand Leverage	342	(3)
Summary	345	(8)
Motivation, Personality, and Emotion	353	(32)
The Nature of Motivation	354	(8)
Maslow's Hierarchy of Needs	355	(1)
McGuire's Psychological Motives	355	(7)
Motivation Theory and Marketing Strategy	362	(5)
Discovering Purchase Motives	362	(2)
Marketing Strategies Based on Multiple Motives	364	(2)
Marketing Strategies Based on Motivation Conflict	366	(1)
Do Marketers Create Needs?	366	(1)
Personality	367	(2)
The Use of Personality in Marketing Practice	369	(3)
Emotion	372	(1)
Types of Emotion	373	(1)
Emotions and Marketing Strategy	373	(4)
Emotion Arousal as a Product Benefit	374	(1)
Emotion Reduction as a Product Benefit	374	(1)
Emotion in Advertising	374	(2)
Measuring Emotional Responses	376	(1)
Summary	377	(8)
Attitudes and Influencing Attitudes	385	(36)
Attitude Components	387	(8)
Cognitive Component	387	(3)
Affective Component	390	(1)
Behavioral Component	390	(1)
Component Consistency	391	(2)
Measurement of Attitude Components	393	(2)
Attitude Change Strategies	395	(4)
Change the Cognitive Component	395	(1)
Change the Affective Component	396	(2)
Change the Behavioral Component	398	(1)
Individual and Situational Characteristics That Influence Attitude Change	399	(2)
Communication Characteristics That Influence Attitude Formation and Change	401	(10)
Source Characteristics	401	(4)
Appeal Characteristics	405	(5)
Message Structure Characteristics	410	(1)
Market Segmentation and Product Development Strategies Based on Attitudes	411	(2)
Market Segmentation	411	(1)
Product Development	411	(2)
Summary	413	(8)
Self-Concept and Lifestyle	421	(49)
Self-Concept	422	(7)
Possessions and the Extended Self	423	(3)
Measuring Self-Concept	426	(1)
Using Self-Concept to Position Products	426	(1)
Marketing Ethics and the Self-Concept	427	(2)
The Nature of Lifestyle	429	(4)
Measurement of Lifestyle	430	(3)
The VALS System	433	(7)
The VALS Segments	435	(4)
Issues and Uses of VALS	439	(1)
Yankelovich's Monitor MindBase	440	(2)
Geo-Demographic Analysis (PRIZM)	442	(2)
International Lifestyles: Global Scan	444	(2)
Summary	446	(24)
Part Three Cases	452	(1)
Levi's Blues	452	(1)
Marketing the California Avocado	453	(3)
Dairy Queen Sells Irradiated Burgers	456	(1)
Kraft's Umbrella Campaign	457	(2)
Revlon for Men?	459	(2)
Made in Mexico	461	(2)
ThirstyDog! and ThirstyCat!	463	(1)
Hardiplank's Pull Strategy	464	(1)
National Campaign to Prevent Teen Pregnancy	465	(3)
Bayer Ibuprofen?	468	(2)
Part Four Consumer Decision Process	470	(204)
Situational Influences	473	(26)
The Nature of Situational Influence	474	(3)
The Communications Situation	474	(2)
The Purchase Situation	476	(1)
The Usage Situation	476	(1)
The Disposition Situation	476	(1)
Situational Characteristics and Consumption Behavior	477	(10)
Physical Features	477	(5)
Social Surroundings	482	(1)
Temporal Perspectives	483	(1)
Task Definition	484	(1)
Antecedent States	485	(2)
Ritual Situations	487	(2)
Situational Influences and Marketing Strategy	489	(3)
Summary	492	(7)
Consumer Decision Process and Problem Recognition	499	(24)
Types of Consumer Decisions	500	(4)
Nominal Decision Making	501	(2)
Limited Decision Making	503	(1)
Extended Decision Making	503	(1)
The Process of Problem Recognition	504	(4)
The Nature of Problem Recognition	504	(3)
Types of Consumer Problems	507	(1)
Uncontrollable Determinants of Problem Recognition	508	(2)
Marketing Strategy and Problem Recognition	510	(7)
Discovering Consumer Problems	510	(2)
Responding to Consumer Problems	512	(1)
Helping Consumers Recognize Problems	513	(4)
Suppressing Problem Recognition	517	(1)
Summary	517	(6)
Information Search	523	(32)
Nature of Information Search	525	(1)
Types of Information Sought	526	(4)
Evaluative Criteria	526	(1)
Appropriate Alternatives	527	(2)
Alternative Characteristics	529	(1)
Sources of Information	530	(7)
Information Search on the Internet	532	(5)
Amount of External Information Search	537	(1)
Costs versus Benefits of External Search	538	(5)
Market Characteristics	539	(1)
Product Characteristics	540	(1)
Consumer Characteristics	540	(2)
Situation Characteristics	542	(1)
Marketing Strategies Based on Information Search Patterns	543	(4)
Maintenance Strategy	543	(1)
Disrupt Strategy	543	(1)
Capture Strategy	544	(1)
Intercept Strategy	545	(1)
Preference Strategy	545	(1)
Acceptance Strategy	546	(1)
Summary	547	(8)
Alternative Evaluation and Selection	555	(32)
How Consumers Make Choices	556	(6)
Affective Choice	557	(3)
Attribute-Based versus Attitude-Based Choice Processes	560	(2)
Evaluative Criteria	562	(6)
Nature of Evaluative Criteria	562	(3)
Measurement of Evaluative Criteria	565	(3)
Individual Judgment and Evaluative Criteria	568	(2)
Accuracy of Individual Judgments	568	(1)
Use of Surrogate Indicators	568	(2)
Evaluative Criteria, Individual Judgments, and Marketing Strategy	570	(1)
Decision Rules for Attribute-Based Choices	570	(8)
Conjunctive Decision Rule	572	(1)
Disjunctive Decision Rule	572	(2)
Elimination-by-Aspects Decision Rule	574	(1)
Lexicographic Decision Rule	575	(2)
Compensatory Decision Rule	577	(1)
Summary of Decision Rules	578	(1)
Summary	578	(9)
Outlet Selection and Purchase	587	(38)
Outlet Choice versus Product Choice	588	(1)
The Retail Scene	589	(9)
Internet Retailing	591	(4)
Store-Based Retailing	595	(3)
Attributes Affecting Retail Outlet Selection	598	(6)
Outlet Image	598	(2)
Retailer Brands	600	(1)
Retail Advertising	601	(2)
Outlet Location and Size	603	(1)
Consumer Characteristics and Outlet Choice	604	(3)
Perceived Risk	604	(2)
Shopping Orientation	606	(1)
In-Store Influences That Affect Brand Choices	607	(8)
The Nature of Unplanned Purchases	607	(2)
Point-of-Purchase Displays	609	(1)
Price Reductions and Promotional Deals	609	(2)
Outlet Atmosphere	611	(3)
Stockouts	614	(1)
Website Layout, Functioning, and Requirements	614	(1)
Sales Personnel	615	(1)
Purchase	615	(1)
Summary	616	(9)
Postpurchase Processes, Customer Satisfaction, and Customer Commitment	625	(49)
Postpurchase Dissonance	627	(2)
Product Use and Nonuse	629	(5)
Product Use	629	(3)
Product Nonuse	632	(2)
Disposition	634	(3)
Product Disposition and Marketing Strategy	634	(3)
Purchase Evaluation and Customer Satisfaction	637	(4)
The Evaluation Process	638	(3)
Dissatisfaction Responses	641	(3)
Marketing Strategy and Dissatisfied Consumers	642	(2)
Customer Satisfaction, Repeat Purchases, and Customer Commitment	644	(7)
Repeat Purchasers, Committed Customers, and Profits	646	(2)
Repeat Purchasers, Committed Customers, and Marketing Strategy	648	(3)
Summary	651	(23)
Part Four Cases	660	(1)
Supermarket Shopping in Europe	660	(1)
General Motors' Electric Vehicle---EV1	660	(1)
Is Sears on Target?	661	(3)
Vespa Boutiques	664	(1)
The Most Recognized and Respected Brand in the World?	665	(1)
A Product Failure at Saturn	666	(1)
Online Retailing to Ethnic Subcultures	667	(1)
Increasing Egg Consumption	668	(4)
Encouraging the Early Detection of Diseases	672	(2)
Part Five Organizations as Consumers	674	(32)
Organizational Buyer Behavior	677	(29)
Organizational Purchase Process	680	(9)
Decision-Making Unit	680	(2)
Purchase Situation	682	(1)
Steps in the Organizational Decision Process	683	(6)
Organizational Culture	689	(1)
External Factors Influencing Organizational Culture	689	(5)
Firmographics	689	(3)
Culture/Government	692	(1)
Reference Groups	693	(1)
Internal Factors Influencing Organizational Culture	694	(4)
Organizational Values	694	(1)
Perception	695	(2)
Learning	697	(1)
Motives and Emotions	697	(1)
Summary	698	(8)
Part Five Cases	702	(1)
Mack Trucks' Integrated Communications Campaign	702	(1)
Kenestic, Inc.	703	(3)
Part Six Consumer Behavior and Marketing Regulation	706	(35)
Marketing Regulation and Consumer Behavior	709	(32)
Regulation and Marketing to Children	711	(11)
Concerns about the Ability of Children to Comprehend Commercial Messages	711	(2)
Concerns about the Effects of the Content of Commercial Messages on Children	713	(3)
Controversial Marketing Activities Aimed at Children	716	(4)
Children's Online Privacy Issues	720	(2)
Regulation and Marketing to Adults	722	(9)
Marketing Communications	722	(8)
Product Issues	730	(1)
Pricing Issues	731	(1)
Summary	731	(10)
Part Six Cases	738	(1)
Walt Disney Internet Group Privacy Policy for Kids under 13	738	(1)
Safer Cigarettes?	739	(2)
Appendix A Consumer Research Methods	741	(8)
Appendix B Consumer Behavior Audit	749	(6)
Index	755