Consumer Behavior: Buying, Having, and Being

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  • Edition: 3rd
  • Format: Hardcover
  • Copyright: 1999-03-01
  • Publisher: Prentice Hall Professional Technical Reference

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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
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
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
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
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
Situational effects on consumer behavior
The purchase environment
Postpurchase satisfaction
Product disposal
Group Influence, Opinion Leadership, and Diffusion of Innovations
Reference groups
Word-of-mouth communication
Opinion leadership
The diffusion of innovations
Organizational and Household Decision Making
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
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
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?
Table of Contents provided by Publisher. All Rights Reserved.

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