Consumer Behavior

Cover
About the Authors
Contents
Preface
Part 1: An Introduction to Consumer Behavior
	Chapter 1: Understanding Consumer Behavior
		1-1 Defining Consumer Behavior
			1-1a Consumer Behavior Involves Goods, Services, Activities, Experiences, People, and Ideas
			1-1b Consumer Behavior Involves More than Buying
			1-1c Consumer Behavior Is a Dynamic Process
			1-1d Consumer Behavior Can Involve Many People
			1-1e Consumer Behavior Involves Many Decisions
			1-1f Consumer Behavior Involves Emotions and Coping
		1-2 What Affects Consumer Behavior
			1-2a The Psychological Core: Internal Consumer Processes
			1-2b The Process of Making Decisions
			1-2c The Consumer’s Culture: External Processes
			1-2d Consumer Behavior Outcomes and Issues
		1-3 Who Benefits from the Study of Consumer Behavior
			1-3a Marketing Managers
			1-3b Ethicists and Advocacy Groups
			1-3c Public Policy Makers and Regulators
			1-3d Academics
			1-3e Consumers and Society
		1-4 Making Business Decisions Based on the Marketing
 Implications of Consumer Behavior
			1-4a Developing and Implementing Customer-Oriented
 Strategy
			1-4b Selecting the Target Market
			1-4c Developing Products
			1-4d Positioning
			1-4e Making Promotion and Marketing Communications
 Decisions
			1-4f Making Pricing Decisions
			1-4g Making Distribution Decisions
		Summary
		Endnotes
	Appendix: Developing Information About Consumer Behavior
		Consumer Behavior Research Methods
			Surveys
			Focus Groups
			Interviews
			Storytelling
			Photography and Pictures
			Diaries
			Experiments
			Field Experiments
			Conjoint Analysis
			Observations and Ethnographic Research
			Purchase Panels
			Database Marketing and Big Data
			Netnography
			Psychophysiological Reactions and Neuroscience
		Types of Consumer Researchers
			In-House Marketing Research Departments
			External Marketing Research Firms
			Advertising Agencies and Media Planning Firms
			Syndicated Data Services
			Retailers
			Research Foundations and Trade Groups
			Government
			Consumer Organizations
			Academics and Academic Research Centers
		Ethical Issues in Consumer Research
			The Positive Aspects of Consumer Research
			The Negative Aspects of Consumer Research
		Summary
		Endnotes
Part 2: The Psychological Core
	Chapter 2: Motivation, Ability, and Opportunity
		2-1 Consumer Motivation and Its Effects
			2-1a High-Effort Behavior
			2-1b High-Effort Information Processing and Decision-Making
			2-1c Felt Involvement
		2-2 What Determines Motivation
			2-2a Personal Relevance
			2-2b Consistency with Self-Concept
			2-2c Values
			2-2d Needs
			2-2e Goals
			2-2f Goals and Emotions
			2-2g Self-Control and Goal Conflict
			2-2h Perceived Risk
			2-2i Inconsistency with Attitudes
		2-3 Consumer Ability: Resources to Act
			2-3a Financial Resources
			2-3b Cognitive Resources
			2-3c Emotional Resources
			2-3d Physical Resources
			2-3e Social and Cultural Resources
			2-3f Education and Age
		2-4 Consumer Opportunity
			2-4a Time
			2-4b Distraction
			2-4c Complexity, Amount, Repetition, and Control of Information
		Summary
		Endnotes
	Chapter 3: From Exposure to Comprehension
		3-1 Exposure and Consumer Behavior
			3-1a Factors Influencing Exposure
			3-1b Selective Exposure
		3-2 Attention and Consumer Behavior
			3-2a Characteristics of Attention
			3-2b Focal and Nonfocal Attention
			3-2c Customer Segments Defined by Attention
			3-2d Habituation
		3-3 Perception and Consumer Behavior
			3-3a Perceiving Through Vision
			3-3b Perceiving Through Hearing
			3-3c Perceiving Through Taste
			3-3d Perceiving Through Smell
			3-3e Perceiving Through Touch
			3-3f When Do We Perceive Stimuli
			3-3g How Do Consumers Perceive a Stimulus
		3-4 Comprehension and Consumer Behavior
			3-4a Source Identification
			3-4b Message Comprehension
			3-4c Consumer Inferences
		Summary
		Endnotes
	Chapter 4: Memory and Knowledge
		4-1 What Is Memory
			4-1a Sensory Memory
			4-1b Working Memory
			4-1c Long-Term Memory
			4-1d Explicit Memory, Implicit Memory, and Processing
 Fluency
			4-1e How Memory Is Enhanced
		4-2 Knowledge Content, Structure, and Flexibility
			4-2a Knowledge Content: Schemas and Scripts
			4-2b Knowledge Structure: Categories
			4-2c Knowledge Flexibility
			4-2d Why Consumers Differ in Knowledge Content and Structure
		4-3 Memory and Retrieval
			4-3a Retrieval Failures
			4-3b Retrieval Errors
			4-3c Enhancing Retrieval
			4-3d Characteristics of the Stimulus
		Summary
		Endnotes
	Chapter 5: Attitudes Based on High Effort
		5-1 What Are Attitudes
			5-1a The Importance of Attitudes
			5-1b The Characteristics of Attitudes
			5-1c Forming and Changing Attitudes
		5-2 The Cognitive Foundations of Attitudes
			5-2a Direct or Imagined Experience
			5-2b Reasoning by Analogy or Category
			5-2c Values-Driven Attitudes
			5-2d Social Identity-Based Attitude
 Generation
			5-2e Analytical Processes of Attitude
 Formation
		5-3 How Cognitively Based Attitudes are Influenced
			5-3a Communication Source
			5-3b The Message
		5-4 The Affective (Emotional) Foundations of Attitudes
		5-5 How Affectively Based Attitudes Are Influenced
			5-5a The Source
			5-5b The Message
		5-6 Attitude Toward the AD
		5-7 When Do Attitudes Predict Behavior
		Summary
		Endnotes
	Chapter 6: Attitudes Based on Low Effort
		6-1 High-Effort Versus Low-Effort Routes to Persuasion
		6-2 Unconscious Influences on Attitudes  When Consumer Effort Is Low
			6-2a Thin-Slice Judgments
			6-2b Body Feedback
		6-3 Cognitive Bases of Attitudes When Consumer  Effort Is Low
		6-4 How Cognitive Attitudes Are Influenced
			6-4a Communication Source
			6-4b The Message
			6-4c Message Context and Repetition
		6-5 Affective Bases of Attitudes When Consumer Effort Is Low
			6-5a The Mere Exposure Effect
			6-5b Classical and Evaluative Conditioning
			6-5c Attitude Toward the AD
			6-5d Mood
		6-6 How Affective Attitudes Are Influenced
			6-6a Communication Source
			6-6b The Message
		Summary
		Endnotes
Part 3: The Process of Making Decisions
	Chapter 7: Problem Recognition and Information Search
		7-1 Problem Recognition
			7-1a The Ideal State: Where We Want to Be
			7-1b The Actual State: Where We Are Now
		7-2 Internal Search: Searching for Information from Memory
			7-2a How Much Do We Engage in Internal Search
			7-2b What Kind of Information Is Retrieved from Internal
 Search
			7-2c Is Internal Search Always Accurate
		7-3 External Search: Searching for Information from the Environment
			7-3a Where Can We Search for Information
			7-3b How Much Do We Engage in External Search
			7-3c What Kind of Information Is Acquired in External  Search
			7-3d Is External Search Always Accurate
			7-3e How Do We Engage in External Search
		Summary
		Endnotes
	Chapter 8: Judgment and Decision-Making Based on High Effort
		8-1 High-Effort Judgment Processes
			8-1a Judgments of Likelihood and Goodness/Badness
			8-1b Mental and Emotional Accounting
			8-1c Biases in Judgment Processes
		8-2 High-Effort Decisions and High-Effort  Decision-Making Processes
			8-2a Deciding Which Brands to Consider
			8-2b Deciding Which Criteria Are Important to the Choice
		8-3 Deciding What Brand to Choose: Thought-Based Decisions
			8-3a Decisions Based on Brands
			8-3b Decisions Based on Product Attributes
			8-3c Decisions Based on Gains and Losses
		8-4 Deciding What Brand to Choose: High-Effort Feeling-Based Decisions
			8-4a Appraisals and Feelings
			8-4b Affective Forecasts and Choices
			8-4c Imagery
		8-5 Additional High-Effort Decisions
			8-5a Decision Delay
			8-5b Decision-Making When Alternatives Cannot Be Compared
		8-6 What Affects High-Effort Decisions?
			8-6a Consumer Characteristics
			8-6b Characteristics of the Decision
			8-6c Group Context
		Summary
		Endnotes
	Chapter 9: Judgment and Decision-Making Based on Low Effort
		9-1 Low-Effort Judgment Processes
			9-1a The Representativeness Heuristic
			9-1b The Availability Heuristic
		9-2 Low-Effort Decision-Making Processes
			9-2a Unconscious Low-Effort Decision-Making
			9-2b Conscious Low-Effort Decision-Making
			9-2c Using Simplifying Strategies When Consumer Effort Is Low
		9-3 Learning Choice Tactics
			9-3a Reinforcement
			9-3b Punishment
			9-3c Repeat Purchase
			9-3d Choice Tactics Depend on the Product
		9-4 Low-Effort Thought-Based Decision-Making
			9-4a Performance as a Simplifying Strategy
			9-4b Habit as a Simplifying Strategy
			9-4c Brand Loyalty as a Simplifying Strategy
			9-4d Price as a Simplifying Strategy
			9-4e Normative Influences as a Simplifying Strategy
		9-5 Low-Effort Feeling-Based Decision-Making
			9-5a Feelings as a Simplifying Strategy
			9-5b Brand Familiarity
			9-5c Decision-Making Based on Variety-Seeking Needs
			9-5d Buying on Impulse
		Summary
		Endnotes
	Chapter 10: Post-Decision Processes
		10-1 Post-Decision Dissonance and Regret
			10-1a Dissonance
			10-1b Regret
		10-2 Learning from Consumer Experience
			10-2a A Model of Learning from Consumer Experience
			10-2b What Affects Learning
		10-3 How Do Consumers Make Satisfaction or Dissatisfaction Judgments
			10-3a Satisfaction/Dissatisfaction Based on Thoughts
			10-3b Satisfaction/Dissatisfaction Based on Feelings
		10-4 Responses to Dissatisfaction
			10-4a Complaints
			10-4b Responding to Service Recovery
			10-4c Responding by Negative Word of Mouth
		10-5 Is Customer Satisfaction Enough
			10-5a Customer Retention
			10-5b Product-Harm Crises
		10-6 Disposition
			10-6a Disposing of Meaningful Objects
			10-6b Recycling
		Summary
		Endnotes
Part 4:  The Consumer’s Culture
	Chapter 11: Social Influences on Consumer Behavior
		11-1 Sources of Influence
			11-1a Marketing and Nonmarketing Sources
			11-1b How Do These General Sources Differ
			11-1c Opinion Leaders
		11-2 Reference Groups as Sources of Influence
			11-2a Types of Reference Groups
			11-2b Characteristics of Reference Groups
			11-2c Reference Groups Affect Consumer Socialization
		11-3 Normative Influence
			11-3a How Normative Influence Can Affect Consumer Behavior
			11-3b What Affects Normative Influence Strength
		11-4 Informational Influence
			11-4a Factors Affecting Informational Influence Strength
			11-4b Descriptive Dimensions of Information
			11-4c The Pervasive and Persuasive Influence of Word of Mouth
		Summary
		Endnotes
	Chapter 12: Consumer Diversity
		12-1 How Age Affects Consumer Behavior
			12-1a Age Trends in the United States
			12-1b Teens and Millennials
			12-1c Generation X
			12-1d Boomers
			12-1e Seniors
		12-2 How Gender and Sexual Orientation Affect  Consumer Behavior
			12-2a Sex Roles
			12-2b Differences in Acquisition and Consumption Behaviors
			12-2c Gender and Sexual Orientation
		12-3 How Regional Influences Affect Consumer  Behavior
			12-3a Regions Within the United States
			12-3b Regions Across the World
		12-4 How Ethnic and Religious Influences Affect  Consumer Behavior
			12-4a Ethnic Groups Within the United States
			12-4b Ethnic Groups Around the World
			12-4c The Influence of Religion
		Summary
		Endnotes
	Chapter 13: Household and Social Class Influences
		13-1 How the Household Influences Consumer Behavior
			13-1a Types of Households
			13-1b Households and Family Life Cycle
			13-1c Changing Trends in Household
 Structure
		13-2 Roles that Household Members Play
			13-2a The Roles of Spouses
			13-2b The Role of Children
		13-3 Social Class
			13-3a Types of Social Class Systems
			13-3b Social Class Influences
			13-3c How Social Class Is Determined
			13-3d How Social Class Changes Over Time
		13-4 How Does Social Class Affect Consumption
			13-4a Conspicuous Consumption and Voluntary Simplicity
			13-4b Status Symbols and Judging Others
			13-4c Compensatory Consumption
			13-4d The Meaning of Money
		13-5 The Consumption Patterns of Specific
 Social Classes
			13-5a The Upper Class
			13-5b The Middle Class
			13-5c The Working Class
			13-5d The Homeless
		Summary
		Endnotes
	Chapter 14: Psychographics: Values, Personality, and Lifestyles
		14-1 Values
			14-1a How Values Can Be Described
			14-1b The Values That Characterize Western Cultures
			14-1c Why Values Change
			14-1d Influences on Values
			14-1e How Values Can Be Measured
		14-2 Personality
			14-2a Research Approaches to Personality
			14-2b Determining Whether Personality Characteristics Affect Consumer Behavior
		14-3 Lifestyles
			14-3a Lifestyle and Behavior Patterns
			14-3b Voluntary Simplicity
		14-4 Psychographics: Combining Values, Personality, and Lifestyles
			14-4a VALS (tm)
			14-4b Other Applied Psychographic Research
		Summary
		Endnotes
Part 5: Consumer Behavior Outcomes and Issues
	Chapter 15: Innovations: Adoption, Resistance, and Diffusion
		15-1 Innovations
			15-1a Defining an Innovation
			15-1b Innovations Characterized by Degree of Novelty
			15-1c Innovations Characterized by Benefits  Offered
			15-1d Innovations Characterized by Breadth
			15-1e Innovations and Cocreation
			15-1f The Consequences of Innovations
		15-2 Resistance Versus Adoption
			15-2a Whether Consumers Adopt an Innovation
			15-2b How Consumers Adopt an Innovation
			15-2c When Consumers Adopt Innovations
		15-3 Diffusion
			15-3a How Offerings Diffuse Through a Market
			15-3b Factors Affecting the Shape of the Diffusion Curve
			15-3c How Diffusion Relates to the Product Life Cycle
		15-4 Influences on Adoption, Resistance, and Diffusion
			15-4a Characteristics of the Innovation
			15-4b Uncertainty
			15-4c Consumer Learning Requirements
			15-4d Social Relevance
			15-4e Legitimacy and Adaptability
			15-4f Characteristics of the Social System
		Summary
		Endnotes
	Chapter 16: Symbolic Consumer Behavior
		16-1 Sources and Functions of Symbolic Meaning
			16-1a Meaning Derived from Culture
			16-1b Meaning Derived from the Consumer
			16-1c The Emblematic Function
			16-1d The Role Acquisition Function
			16-1e The Connectedness Function
			16-1f The Expressiveness Function
			16-1g Multiple Functions
			16-1h Symbols and Self-Concept
		16-2 Special Possessions and Brands
			16-2a Special Brands
			16-2b Types of Special Possessions
			16-2c The Characteristics That Describe Special Possessions
			16-2d Why Some Products Are Special
			16-2e Consumer Characteristics Affect What Is Special
			16-2f Rituals Used with Special Possessions
			16-2g Disposing of Special Possessions
		16-3 Sacred Meaning
		16-4 The Transfer of Symbolic Meaning Through
 Gift Giving
			16-4a The Timing of Gifts
			16-4b Three Stages of Gift Giving
		Summary
		Endnotes
	Chapter 17: Marketing, Ethics, and Social Responsibility in Today’s Consumer Society
		17-1 In Search of Balance
			17-1a Self-Interest Versus the Interests of Others
			17-1b Immediate Versus Long-Term Interests
			17-1c “Dark Side” Versus “Bright Side” Outcomes
		17-2 Marketing Ethics, Consumer Ethics, and Deviant
 Consumer Behavior
			17-2a Acquisition Controversies
			17-2b Consumption Controversies
			17-2c Disposition Controversies
		17-3 Social Responsibility Issues in Marketing
			17-3a Environmentally Conscious Behavior and Ethical
 Sourcing
			17-3b Charitable Behavior
			17-3c Community Involvement
		17-4 How Can Consumers Resist Marketing Practices
		Summary
		Endnotes
Glossary
Name/Author Index
Product Index
Subject Index