Consumer Behavior: Buying, Having, and Being

Cover
Title Page
Copyright Page
Dedication
BEP
Brief Contents
Contents
Preface
About the Authors
Section 1 Foundations of Consumer Behavior
	1 Buying, Having, and Being: An Introduction to Consumer Behavior
		Consumer Behavior: People in the Marketplace
			What Is Consumer Behavior?
			A Branded World
			Understanding Consumers Is Good Business
		Consumers, Society, and Technology: A Moving Target
			Social Media: The Horizontal Revolution
			Artificial Intelligence and The Metaverse
			“Big Data” and Data Analytics
			Welcome to the Metaverse!
			Globalization of Brands and Cultural Practices
			Proactive Consumers and User-Generated Content
			Consumer Trends: Keeping Up with the Culture That Won’t Stand Still
		Consumption: From Problem to Solution?
			What Do We Need—Really?
			Toward Responsible Consumption and Responsible Business
		Multiple Perspectives on the Study of Consumer Behavior
			What Disciplines Study Consumer Behavior?
			Where Do We Find Consumer Researchers?
			The Philosophy of This Book
		Chapter Summary
		Key Terms
		Review
		Consumer Behavior Challenge
		CASE STUDY  Alexa—What Is Consumer Behavior?
		Notes
	2 Consumer Ethics, the Marketplace, and the Planet
		What Is the “Right” Thing?
		PESTLE: The Political Environment
			Consumer Activism
			Corporate Activism
			Slacktivism
		PESTLE: The Economic Environment
			Disabled Consumers
			Consumed Consumers
		PESTLE: The Social Environment
		PESTLE: The Technological Environment
			Data Privacy
			Data Accuracy
			Identity Theft
			Pushing the Envelope
			Technology Addictions
		PESTLE: The Legal Environment
			Governmental Regulations and Agencies
			Consumers Behaving Badly
		PESTLE: The Natural Environment
			The SHIFT: Changing Consumer Behavior for the Better
			The “Tree-Huggers”
		Chapter Summary
		Key Terms
		Review
		Consumer Behavior Challenge
		CASE STUDY  Face It – Facial Recognition Is Coming to a Walgreens Near You
		Notes
Section 2 Making Sense of the World
	3 Perceiving and Making Meaning
		Sensation
			Sensory Marketing
			Augmented and Virtual Reality: Welcome to the Metaverse
		The Stages of Perception
			Stage 1: Exposure
			Stage 2: Attention
			Stage 3: Interpretation
		Semiotics: The Meaning of Meaning
		Who Owns Brand Meanings?
			Marketers Position Brands
			But Ultimately Brand Meanings Live in Consumers’ Minds
		Chapter Summary
		Key Terms
		Review
		Consumer Behavior Challenge
		CASE STUDY The Metaverse Is Marketing’s Brave New World
		Notes
	4 Learning, Remembering, and Knowing
		How Do We Learn?
			Behavioral Learning Theories
			Classical Conditioning
			Marketing Applications of Classical Conditioning Principles
			Instrumental Conditioning
			Marketing Applications of Instrumental Conditioning Principles
		Cognitive Learning Theory
			Observational Learning
			How Kids Develop Cognitive Skills
			Marketing Applications of Cognitive Learning Principles
		Remembering
			How Our Brains Encode Information
			What Makes Us Forget?
			What Helps Us To Remember?
			How Do We Measure Consumers’ Memories for Marketing Messages?
			Problems with Memory Measures
			Memory Lapses, Biases, and False Memories
			Marketing Applications of Consumers’ Memories
		How Do We Organize What We Know?
			Levels of Knowledge
			How Do We Put Products into Categories?
			“If They Own This, They Must Own That”: Consumption Constellations
			Marketing Applications of Consumers’ Knowledge Structures
		Chapter Summary
		Key Terms
		Review
		Consumer Behavior Challenge
		CASE STUDY Kidfluence and Kidfluencers – Marketing to Children Responsibly
		Notes
	5 Motivation
		The Motivation Process: Why Ask Why?
			Push or Pull? Intrinsic versus Extrinsic Motivation
			Motivational Drive
			Self-Regulation
		Consumer Needs
			Utilitarian and Hedonic Needs
			How Can We Understand Needs?
			How “Needy” Are You? Individual Differences in Motivation
		Setting and Reaching Goals
			Goal Conflicts
			Goal Framing Affects Goal Completion
		Consumer Involvement
			Types of Involvement
		Chapter Summary
		Key Terms
		Review
		Consumer Behavior Challenge
		CASE STUDY Game On! Using Gamification to Engage with Consumers
		Notes
Section 3 Buying and Having: Choosing and Using Products
	6 Attitudes and How to Change Them
		The Power of Attitudes
			Attitudes (Generally) Guide our Behavior
			Attitudes, Fast and Slow: Cognitive and Affective Components
			“I Know It”: Cognitive Focus
			“I Feel It”: Affective Focus
			Oops! Attitudes Aren’t as Simple as We Thought
		How Do We Form Attitudes?
			Commitment
			The Consistency Principle
			Balance Theory
		Persuasion: How Do Marketers Change Attitudes?
			Sell the Steak or the Sizzle?: The Elaboration Likelihood Model
			Persuasion Knowledge: Talking Back to Marketers
		Crafting Persuasive Communications Strategies
			Decisions, Decisions: Tactical Communications Options
			The Source
			The Message
			The Medium
		Chapter Summary
		Key Terms
		Review
		Consumer Behavior Challenge
		CASE STUDY Anti-Smoking Advertising—Can You Be Scared into Quitting?
		Notes
	7 Deciding
		Fast or Slow Thinking?
		Rational (Slow) Decision Making
			Steps in the Rational Decision-Making Process
		Fast Thinking and Rules of Thumb
			Behavioral Biases
			Heuristics and Mental Accounting: Take the Shortcut
		The Unseen Power of Context Effects: Framing, Priming, and Nudging
			Framing
			Priming
			Nudging
		Online Decision Making
			Search Engine Optimization
			The Power of Customer Reviews
			Cybermediaries
		Chapter Summary
		Key Terms
		Review
		Consumer Behavior Challenge
		CASE STUDY P&G and the Moments of Truth – Just How Many Moments Are There?
		Notes
	8 Buying, Using, and Disposing
		The Shopping Experience
			Shop ’Til You Drop?
			In-Store Decision Making
			Are You Satisfied?
		E-Commerce and the Digital World
			From Bricks to Clicks
			Shopping Apps and In-Store Tech
			Digital Currencies
			Online Commerce: Raising the Bar
			Liquid Consumption
		New Ways to Have and Use: Ownership and the Sharing Economy
			The Thrill of Thrifting
		The Climate Crisis
			Product Disposal
			Recycling and the Underground Economy
		The Dark Side of Buying and Using
			Addictive and Compulsive Behavior
		Chapter Summary
		Key Terms
		Review
		Consumer Behavior Challenge
		CASE STUDY RH — Revolutionizing Physical Retailing
		Notes
Section 4 Being: Using Products to Create and Communicate Identity
	9 Identity and the Self
		The Self
			The Self-Concept and Self-Esteem
			The Self and Others
			The Malleable Self
		We Consume to Express Our Identities
			The Extended Self
		New Ways to Express Identity
			Compensatory Consumption
			Anti-Consumption as Self-Defining
			Embodied Cognition
			Our Digital Selves
		Gender and Consumer Behavior
			Gender Socialization and Gender Roles
			Gender Differences in Consumer Behavior
			Toward Greater Gender Fluidity
			The Quest for Gender Justice and Equality
		The Body
			Ideals of Beauty and Stereotypes
			Body Positivity: Enter the Fatshionistas
			Body Decoration and Mutilation
			The Mechanized Body
			The Quantified Self
		Chapter Summary
		Key Terms
		Review
		Consumer Behavior Challenge
		CASE STUDY Retailer Torrid: Empowering Women of all Sizes
		Notes
	10 Personality, Values, and Lifestyles
		Personality
			How Can We Measure Personality?
			Trait Theory
		Values
			Belief Systems
			Values Related to Things
			Values Related to Money
			Values Related to Time
			How Can We Understand Values?
			The Means–End Chain Model
			Syndicated Surveys
		Lifestyles and Consumer Identity
			From What to Why: Psychographics
		The Roles Brands Play in Our Lives
			The Brand Personality
			How Do We Get to “Know” a Brand?
			The Meaning Transfer Model
			Brand Resonance
			Archetypes (Again)
			Spokescharacters
			Congruence between Consumer and Brand
			Lifestyle Brands and Lifestyle Brand Constellations
			Selling Authenticity
			Brand Storytelling
		Chapter Summary
		Key Terms
		Review
		Consumer Behavior Challenge
		CASE STUDY Beyoncé’s Beyhive—Honeybees and Killer Bees in Love with their Queen
		Notes
	11 Social and Cultural Identity
		The Dynamics of Social Identity
			Facets of Social and Cultural Identity
			The Dynamics of Identity
			Salient Identity Cues
			Threats to Social Identity
			Intersectionality
		The Family
			The Meaning of Family
			Going Nuclear? The Structure of the Household Evolves
			The Family Life Cycle
			Parenting and Consumer Behavior
		Age and Generations
			Teenagers
			“Tweens”
			Consumers Aging Gracefully: Retirement and Beyond
			Age Cohorts
		Ethnic and Racial Identities
			Ethnic and Racial Identity
			Ethnic and Racial Diversity in the U.S.
			Showing Respect: Ethnic and Racial Symbols
		Religious and Political Identity
			Religion and Consumption
			Marketing to Muslims
			Political Identity
		Community (Geographic and Place-Based Subcultures)
			Geodiversity
		Chapter Summary
		Key Terms
		Review
		Consumer Behavior Challenge
		CASE STUDY Hyundai’s OKAY Campaign: Driving Toward Diverse Markets
		Notes
Section 5 Belonging
	12 How Groups Define Us
		Sources of Group Influences
			Reference Groups
			Social Norms: How Groups Change Our Behavior
			Differences in Susceptibility to Influence
		Word of Mouth
			Viral Marketing and Buzz Building
			Negative WOM
			Buzz Gone Bad
			Information Flows in Social Networks: Who Knows Whom?
			Who Influences Us: Opinion Leaders and Social Media Influencers
		Who Influences Us: Collective Decision Making
			The Collective Decision Making Process
			The Intimate Corporation: Collective Decision Making in Households
			Collective Decision Making in Organizations
		Who Influences Us: Consumer Communities
			Consumer Collectives
			A Culture of Participation
			Brand Communities
			Support Groups
			Gaming Communities
		Chapter Summary
		Key Terms
		Review
		Consumer Behavior Challenge
		CASE STUDY Lush is Trying to Find an Authentic Voice Online
		Notes
	13 Social Class and Status
		What Is Social Class?
			Social Class Provides a Set of Resources
			Social Distinction, Taste, and Habitus
			Online Capital
			“Is That a Yoga Mat?” Taste Cultures and Codes
			How Do We Measure Social Class?
		Social Class Structures
			Social Stratification
			Social Mobility
			Some Key Factors That Influence Consumer Behavior within and across Social Classes
		Social Status and Consumption
			To Whom Do We Compare Ourselves?
			Status Symbols
			The Meaning of “Luxury”
		Social Inequality, Poverty, and Social Justice
			The Bottom of the Pyramid: Low-Income Consumers
			The Role of Consumption in Social Justice: Walk the Walk
			Social Responsibility
		Chapter Summary
		Key Terms
		Review
		Consumer Behavior Challenge
		CASE STUDY Are Dollar Stores Really Cheaper?
		Notes
	14 Culture
		Cultural Systems
			Dimensions of Culture
			How We Learn about Our Culture
			Cultural Meaning Creation and Movement
			Myths
		Consumption Rituals
			Rituals and Community
			Ritual Artifacts and Scripts
		Products Are Vessels of Cultural Meanings
			Sacred and Profane Products
			Global Consumer Culture
		The Diffusion of Innovations
			How Do We Decide to Adopt an Innovation?
			What Determines Whether an Innovation Will Diffuse?
			The Diffusion of Consumption Practices
			The Fashion System
			Consumers as Sources of Innovations
		Chapter Summary
		Key Terms
		Review
		Consumer Behavior Challenge
		CASE STUDY Twist, Lick, and Dunk! Does It Make Oreos Taste Better?
		Notes
Appendices
	Appendix A: Data Cases
		Case 1 Analyzing the Athletic Shoe Market
		Case 2 Evolving Trends in Fitness and French Fries
		Case 3 Cats, Kibble, and Commercials
		Case 4 Going Global with Juice
	Appendix B: Careers in Consumer Research
	Appendix C: Consumer Research Methods
	Appendix D: Sources of Secondary Data
Glossary
Indexes
	Name Index
	Company and Brand-Name Index
	Subject Index
https://doi.org/10.1509/jppm.30.1;