Part 1:An Introduction to Consumer BehaviorChapter 1:Understanding Consumer BehaviorIntroduction:Land of the Rising Trends 3
Defining Consumer Behavior 4
What Affects Consumer Behavior? 11
Who Benefits from the Study of Consumer Behavior? 18
Marketing Implications of Consumer Behavior 19
Questions for Review and Discussion 26
Enrichment Chapter:Developing Information About Consumer Behavior 27
Introduction:Understanding China's"Technology Tribes" 27
Consumer Behavior Research Methods 28
Interviews 29
Types of Consumer Researchers 34
Ethical Issues in Consumer Research 38
Questions for Review and Discussion 40
Part 2:The Psychological CoreChapter 2:Motivation,Ability,and Opportunity 43
Introduction: The Toyota Prius Zooms into the Fast Lane 43
Consumer Motivation and Its Effects 44
What Affects Motivation? 48
Consumer Ability:Resources to Act 61
Consumer Opportunity 63
Questions for Review and Discussion 65
Chapter 3:Exposure,Attention,and Perception 66
Introduction:Going After Gamers:Advertising in Video Games 66
Exposure 67
Attention 71
Questions for Review and Discussion 87
Chapter 4:Knowledge and Understanding 88
Introduction:Ringing Up the Engagement Ring Market 88
Overview of Knowledge and Understanding 89
Knowledge Content 90
Knowledge Structure 96
Using Knowledge to Understand 104
Questions for Review and Discussion 115
Chapter 5:Attitudes Based on High and Low Efforts 116
Introduction:Endorsed by...Tomorrow's Sports Superstars 116
What Are Attitudes? 117
Forming and Changing Attitudes 117
The Cognitive Foundations of Attitudes 119
How Cognitively Based Attitudes Are Influenced 125
The Message 126
The Affective(Emotional)Foundations of Attitudes 130
How Affectively Based Attitudes Are Influenced 132
Attitude Toward the Ad 136
When Do Attitudes Predict Behavior? 136
High-Effort versus Low-Effort Routes to Persuasion 138
Unconscious Influences on Attitudes When Consumer Effort Is Low 140
Cognitive Bases of Attitudes When Consumer Effort Is Low 141
How Cognitive Attitudes Are Influenced 141
Affective Bases of Attitudes When Consumer Effort Is Low 145
How Affective Attitudes Are Influenced 149
Questions for Review and Discussion 155
Chapter 6:Memory and Retrieval 157
Introduction:Déjà Vu All Over Again:Nostalgia Marketing 157
What Is Memory? 158
What Are the Types of Memory? 158
How Memory Is Enhanced 164
What Is Retrieval? 167
What Are the Types of Retrieval? 170
How Retrieval Is Enhanced 172
Questions for Review and Discussion 178
Part 3:The Process of Making DecisionsChapter 7:Problem Recognition and Information Search 181
Introduction:Awesome or Awful?Read the Review 181
Problem Recognition 183
Internal Search:Searching for Information from Memory 185
Questions for Review and Discussion 205
Chapter 8:Decision Making Based on High and Low Efforts 207
Introduction:Racing Toward Higher Vehicle Sales in Thailand 207
High-Effort Judgment Processes 209
High-Effort Decisions and High-Effort Decision-Making Processes 212
Deciding What Brand to Choose:Thought-Based Decisions 215
Deciding What Brand to Choose:High-Effort Feeling-Based Decisions 220
Additional High-Effort Decisions 222
What Affects High-Effort Decisions? 225
Characteristics of the Decision 226
Low-Effort Judgment Processes 229
The Representativeness Heuristic 229
The Availability Heuristic 230
Low-Effort Decision-Making Processes 231
Learning Choice Tactics 233
Low-Effort Thought-Based Decision Making 335
Low-Effort Feeling-Based Decision Making 243
Questions for Review and Discussion 247
Chapter 9:Post-Decision Processes 249
Introduction:The Treasure Hunt Is On at Costco 249
Post-Decision Dissonance and Regret 250
Learning from Consumer Experience 252
How Do Consumers Make Satisfaction or Dissatisfaction Judgments? 256
Responses to Dissatisfaction 265
Is Customer Satisfaction Enough? 267
Disposition 268
Questions for Review and Discussion 273
Part 4:The Consumer's CultureChapter 10:Consumer Diversity 277
Introduction:Connecting with Customers by Focusing on Quincea？era Celebrations 277
How Age Affects Consumer Behavior 278
How Regional Influences Affect Consumer Behavior 289
How Ethnic Influences Affect Consumer Behavior 293
The Influence of Religion 300
Questions for Review and Discussion 302
Chapter 11:Social Class and Household Influences 303
Introduction:Marketing to India's Growing Middle Class 303
Social Class 305
How Social Class Changes over Time 310
How Does Social Class Affect Consumption? 313
The Consumption Patterns of Specific Social Classes 317
How the Household Influences Consumer Behavior 322
Roles that Household Members Play 328
Questions for Review and Discussion 331
Chapter 12:Psychographics Values,Personality,and Lifestyles 332
Introduction:The Lure of Luxury versus Back to Basics 332
Values 334
How Values Can Be Described 334
Psychographics:Combining Values,Personality,and Lifestyles 358
Questions for Review and Discussion 361
Chapter 13:Social Influences on Consumer Behavior 362
Introduction:Building Sales by Building Buzz 362
Sources of Influence 363
Reference Groups as Sources of Influence 369
Normative Influence 376
Informational Influence 382
Descriptive Dimensions of Information 384
Questions for Review and Discussion 387
Part 5:Consumer Behavior Outcomes and IssuesChapter 14:Adoption of,Resistance to,and Diffusion of Innovations 391
Introduction:A Taste for Innovation 391
Innovations 393
Resistance versus Adoption 396
Diffusion 402
Influences on Adoption,Resistance,and Diffusion 406
The Consequences of Innovations 414
Questions for Review and Discussion 415
Chapter 15:Symbolic Consumer Behavior 416
Introduction:Pampering Pets=Big Business 416
Sources and Functions of Symbolic Meaning 417
Special Possessions and Brands 429
Sacred Meaning 435
The Transfer of Symbolic Meaning Through Gift Giving 437
Questions for Review and Discussion 441
Chapter 16:Ethics,Social Responsibility,and the Dark Side of Consumer Behavior and Marketing 442
Introduction:Kids'Food Advertising Goes on a Diet 442
Deviant Consumer Behavior 444
Ethical Issues in Marketing 456
Social Responsibility Issues in Marketing 463
Questions for Review and Discussion 465
Cases 467