Consumer Behavior in Action: Real-life Applications for Marketing Managers

Cover
Half Title
Title Page
Copyright Page
Table of Contents
Preface
	The Study of Consumer Behavior
	The Purpose of This Book
	The Book’s Structure and Flow
	Applications Exercises Matrix
Acknowledgments
Part I. Introduction to Consumer Behavior and Marketing Management
	1. Consumer Behavior Overview
		Exercise 1.1 Types of Needs and Wants
		Exercise 1.2 Marketing Management Philosophies
		Exercise 1.3 The Multiple Influences on Consumer Behavior
		Exercise 1.4 Traditional Theories of Consumer Behavior
	2. Market Segmentation
		Exercise 2.1 Segmentation Strategies
		Exercise 2.2 Brand Positioning
		Exercise 2.3 Benefit Segmentation
Part II. The Consumer Decision-Making Process
	3. Overview of Consumer Decision Making
		Exercise 3.1 The Economics Perspective on Consumer Decision Making
		Exercise 3.2 Your College Choice Decision
		Exercise 3.3 Consumer Decision Making in an Online Environment
		Exercise 3.4 Involvement, Perceived Risk, and Risk Reduction Strategies
		Exercise 3.5 Levels of Decision Making (Learning Stages)
		Exercise 3.6 Types of Consumer Purchasing Situations
	4. Stages in Consumer Decision Making
		Exercise 4.1 Problem Recognition
		Exercise 4.2 Information Search
		Exercise 4.3 Alternative Evaluation: The Process and Evaluative Criteria
		Exercise 4.4 Alternative Evaluation: Decision Models
		Exercise 4.5 Alternative Evaluation Using Shopping Bots
		Exercise 4.6 Decisions: Outlet and Brand Choices
		Exercise 4.7 Postpurchase Outcomes
Part III. External Sociocultural Influences on Consumer Behavior
	5. Cultural Influences
		Exercise 5.1 Overview of Components of Culture
		Exercise 5.2 Cultural Artifacts: Creating a Time Capsule
		Exercise 5.3 American Cultural Values
		Exercise 5.4 Violating Cultural Norms
	6. Subcultural Influences
		Exercise 6.1 Subcultural Segmentation
		Exercise 6.2 Subcultures and You
	7. Social Class Influences
		Exercise 7.1 Social Class Segmentation
		Exercise 7.2 Social Class and You
		Exercise 7.3 Social Stratification Using a Multiple-Item Index
	8. Reference Groups and Social Influences
		Exercise 8.1 Types of Reference Groups
		Exercise 8.2 Types of Reference Group Influence
		Exercise 8.3 Social Power
	9. Family Influences
		Exercise 9.1 Family Decision-Making Roles
		Exercise 9.2 Family Life Cycle Stages
		Exercise 9.3 Family Influences and You
	10. Group and Interpersonal Communications for Innovations: Adoption and Diffusion Processes
		Exercise 10.1 Categories of Innovations and Product Characteristics That Influence Adoption and Diffusion
		Exercise 10.2 Word-of-Mouth Communication and Opinion Leaders
Part IV. Internal Individual Psychological Influences on Consumer Behavior
	11. Personality and Lifestyle
		Exercise 11.1 Freudian Personality Theory
		Exercise 11.2 Building a Brand Image
		Exercise 11.3 Measuring Personality and Brand Image
		Exercise 11.4 Psychographics: VALS2 and Claritas PRIZM Lifestyle Segmentation
	12. Motivation
		Exercise 12.1 Rational and Emotional Motives
		Exercise 12.2 Motivational Conflict
		Exercise 12.3 Maslow’s Hierarchy of Needs
	13. Perception and Information Processing
		Exercise 13.1 Marketing to Selective and Subjective Perception
		Exercise 13.2 The Absolute Threshold Level and Subliminal Messages
		Exercise 13.3 Weber’s Law: The Just Noticeable Difference
		Exercise 13.4 Surrogate Indicators
		Exercise 13.5 Gestalt Psychology’s Principles of Perceptual Organization
	14. Learning and Memory
		Exercise 14.1 Memory, Retention, and Retrieval
		Exercise 14.2 Elements of the Learning Process
		Exercise 14.3 Theories of Learning
	15. Attitude Formation and Change
		Exercise 15.1 The Tricomponent (ABC) Attitude Model and the Elaboration Likelihood Model
		Exercise 15.2 The Cognitive Decision-Making Perspective
		Exercise 15.3 The Affective Experiential Perspective and the Conative Behavioral Influence Perspective
Glossary
Index
About the Author