Consumer Behavior: Buying, Having, and Being

Cover
Title Page
Copyright Page
Brief Contents
Contents
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?
			Consumers’ Impact on Marketing Strategy
		Consumers Are Different! How We Divide Them Up
			User‐Generated Content (UGC)
		Marketing’s Impact on Consumers
			Popular Culture Is Marketing Is Popular Culture . . .
			All the World’s a Stage
		What Does It Mean to Consume?
		The Global “Always‐On” Consumer
			The Digital Native: Living a Social [Media] Life
		Consumer Behavior as a Field of Study
			Where Do We Find Consumer Researchers?
			Interdisciplinary Influences on the Study of Consumer Behavior
			Two Perspectives on Consumer Research
		Consumer Trends: Keep Ahead to Keep Up
		Taking It from Here: The Plan of the Book
		Chapter Summary
		Key Terms
		Review
		Consumer Behavior Challenge
		Case Study: Hey Alexa—What Is Consumer Behavior?
	2 Consumer Well‐Being
		Business Ethics and Consumer Rights
			Needs and Wants: Do Marketers Manipulate Consumers?
		Consumers’ Rights and Product Satisfaction
			Market Regulation
			Consumerism
			Corporate Social Responsibility (CSR)
			Transformative Consumer Research
			Social Marketing
		Major Policy Issues Relevant to Consumer Behavior
			Data Privacy and Identity Theft
			Market Access
			Sustainability and Environmental Stewardship
		The Dark Side of Consumer Behavior
			Consumer Terrorism
			Addictive Consumption
			Consumed Consumers
			Illegal Acquisition and Product Use
		Chapter Summary
		Key Terms
		Review
		Consumer Behavior Challenge
		Case Study: One for One: The Art of Giving at TOMS
		Section 1 Data Case: Analyzing the Athletic Shoe Market
Section 2 Internal Influences on Consumer Behavior
	3 Perception
		Sensation
			Sensory Marketing
			Augmented and Virtual Reality
		The Stages of Perception
			Stage 1: Exposure
			Subliminal Perception
			Stage 2: Attention
		Personal Selection Factors
			Stage 3: Interpretation
		Stimulus Organization
			Semiotics: The Meaning of Meaning
			Perceptual Positioning
		Chapter Summary
		Key Terms
		Review
		Consumer Behavior Challenge
		Case Study: A Lush Treat for the Senses
	4 Learning and Memory
		How Do We Learn?
			Behavioral Learning Theories
			Marketing Applications of Classical Conditioning Principles
			Marketing Applications of Repetition
			Marketing Applications of Conditioned Product Associations
			Marketing Applications of Stimulus Generalization
			Instrumental Conditioning
			Marketing Applications of Instrumental Conditioning Principles
			Gamification: The New Frontier for Learning Applications
		Cognitive Learning Theory
			Observational Learning
			Is Learning Conscious or Not?
			How Do We Learn to Be Consumers?
		Memory
			How Our Brains Encode Information
			How Our Memories Store Information
			How We Retrieve Memories When We Decide What to Buy
			What Makes Us Forget?
			How We Measure Consumers’ Recall of Marketing Messages
			Bittersweet Memories: The Marketing Power of Nostalgia
		Chapter Summary
		Key Terms
		Review
		Consumer Behavior Challenge
		Case Study: Three Mobile Reimagines History to Assert that Phones are Good
	5 Motivation and Affect
		The Motivation Process: Why Ask Why?
			Motivational Strength
			Motivational Direction
			Motivational Conflicts
			How We Classify Consumer Needs
		Affect
			Types of Affective Responses
			Positive Affect
			Negative Affect
			How Social Media Tap into Our Emotions
		Consumer Involvement
			Types of Involvement
		Chapter Summary
		Key Terms
		Review
		Consumer Behavior Challenge
		Case Study: Motivating the KonMari Way
	6 The Self: Mind, Gender, and Body
		The Self
			Does the Self Exist?
			Self‐Concept
			Are We What We Buy?
			The Extended Self
			Embodied Cognition
			Wearable Computing
		Gender Identity
			Sex Role Socialization
			Female Sex Roles
			Male Sex Roles
			Androgyny
			Lesbian, Gay, Bisexual, and Transgender (LGBT) Consumers
		The Body as Product
			Ideals of Beauty
			Body Decoration and Mutilation
			Body Anxiety
		Chapter Summary
		Key Terms
		Review
		Consumer Behavior Challenge
		Case Study: L’Oreal Age Perfect—Because They’re Worth It
	7 Personality, Lifestyles, and Values
		Personality
			Consumer Behavior on the Couch: Freudian Theory
			Neo‐Freudian Theories
			Trait Theory
		Brand Personality
		Lifestyles and Consumer Identity
			Product Complementarity and Co‐Branding Strategies
		Psychographics
		Values
			Core Values
			How Do Values Link to Consumer Behavior?
		Chapter Summary
		Key Terms
		Review
		Consumer Behavior Challenge
		Case Study: The Pure and Easy Food Lifestyle
		Section 2 Data Case: Evolving Trends in Fitness and French Fries
Section 3 Choosing and Using Products
	8 Attitudes and Persuasive Communications
		The Power of Attitudes
			The ABC Model of Attitudes
		How Do We Form Attitudes?
			Attitude Models
			Do Attitudes Predict Behavior?
		Persuasion: How Do Marketers Change Attitudes?
			Decisions, Decisions: Tactical Communications Options
			The Elements of Communication
			The Source
			The Message
			New Message Formats: The Social Media Revolution
			Types of Message Appeals
			The Source Versus the Message: Do We Sell the Steak or the Sizzle?
		Chapter Summary
		Key Terms
		Review
		Consumer Behavior Challenge
		Case Study: Anti‐Smoking Advertising—Can You Be Scared into Quitting?
	9 Decision Making
		What’s Your Problem?
			Hyperchoice: Too Much of a Good Thing!
			Self‐Regulation
		Cognitive Decision Making
			Steps in the Cognitive Decision‐Making Process
			Neuromarketing
			Online Decision Making
			How Do We Put Products into Categories?
		Habitual Decision Making
			Heuristics: Mental Shortcuts
			AI: Who’s Calling the Shots?
		Priming and Nudging
		Chapter Summary
		Key Terms
		Review
		Consumer Behavior Challenge
		Case Study: P&G and the Moments of Truth—Just How Many Moments Are There?
	10 Buying, Using, and Disposing
		Situational Effects on Consumer Behavior
			The Consumption Situation
		The Shopping Experience
			Mood
			When the Going Gets Tough, the Tough Go Shopping
			E‐Commerce: Clicks versus Bricks
			Digital Currency
			Retailing As Theater
			Store Image
			In‐Store Decision Making
			Spontaneous Shopping
			The Salesperson: A Lead Role in the Play
		Ownership and the Sharing Economy
		Postpurchase Satisfaction and Disposal
			Postpurchase Satisfaction
			Product Disposal
			Recycling and the Underground Economy
		Chapter Summary
		Key Terms
		Review
		Consumer Behavior Challenge
		Case Study: Recycling Plastic Bottles, Saving the Planet
		Section 3 Data Case: Cats, Kibble, and Cable TV
Section 4 Consumers in Their Social and Cultural Settings
	11 Group Influences and Social Media
		Groups
			Social Power
			Reference Groups
			Conformity
			Brand Communities
		Collective Decision Making: How Groups Influence What We Buy
			B2B Decision Making
		The Intimate Corporation: Family Decision Making
			How Families Decide
		Word‐of‐Mouth Communication
			Buzz Building
			Negative WOM
		Opinion Leadership
			How Influential Is an Opinion Leader?
			Types of Opinion Leaders
			How Do We Find Opinion Leaders?
		Social Media: The Horizontal Revolution
			Online Social Networks and Brand Communities
			Social Games
			Digital Word‐of‐Mouth
		Chapter Summary
		Key Terms
		Review
		Consumer Behavior Challenge
		Case Study: Social Media and Humor
	12 Income and Social Class
		Income and Consumer Identity
			To Spend or Not to Spend, That Is the Question
			Income‐Based Marketing
		Social Class and Consumer Identity
			Pick a Pecking Order
			How Do We Measure Social Class?
		Status Symbols and Social Capital
			Status Symbols
			“What Do You Use That Fork For?” Taste Cultures and Codes
			Social Class Around the World
			Status Signaling
		Chapter Summary
		Key Terms
		Review
		Consumer Behavior Challenge
		Case Study: Success at the Bottom of the Pyramid? Unilever & P&G Show It’s Possible
	13 Subcultures
		Ethnic and Racial Subcultures
		Subcultural Stereotypes
			Ethnicity and Acculturation
			The “Big Three” American Ethnic Subcultures
		Religious Subcultures
			Organized Religion and Consumption
			Born Again Consumers
			Islamic Marketing
		The Family Unit and Age Subcultures
			Family Structure
			Age Cohort
		Place‐Based Subcultures
		Chapter Summary
		Key Terms
		Review
		Consumer Behavior Challenge
		Case Study: Modern Family: How Brands Embrace Changing Household Structures
	14 Culture
		Cultural Systems
			Dimensions of Culture
			The Yin and Yang of Marketing and Culture
			Cultural Movement
			High and Low Culture
			Cultural Formulae
		Cultural Stories and Ceremonies
			Myths
			Rituals
			Gift‐Giving Ritual
			Holiday Rituals
		Sacred and Profane Consumption
			Sacralization
			Domains of Sacred Consumption
			From Sacred to Profane, and Back Again
		The Diffusion of Innovations
			How Do We Decide to Adopt an Innovation?
			Behavioral Demands of Innovations
			What Determines If an Innovation Will Diffuse?
		The Fashion System
			Behavioral Science Perspectives on Fashion
			Cycles of Fashion Adoption
		Global Consumer Culture
			It’s a BRAND‐New World
			Does Global Marketing Work?
		Chapter Summary
		Key Terms
		Review
		Consumer Behavior Challenge
		Case Study: “Have a break, have a Kit Kat”: Stop, Sit, and Break the Chocolate Wafer
		Section 4 Data Case: Going Global with Juice
Appendix I: Careers in Consumer Research
Appendix II: Research Methods
Appendix III: Sources of Secondary Data
Glossary
Index