Consumer behaviour

Half Title page
dedication
Title page
Copyright page
Contents
Guide to the text
Guide to the online resources
Preface
About the authors
Acknowledgments
Part 1: An Introduction to consumer behaviour
	Chapter 1: Understanding consumer behaviou
		Opening vignette Toby’s Estate: more than coffee
		Defining consumer behaviour
			Consumer behaviour involves goods, services, activities, experiences, people and ideas
			Consumer behaviour can involve many people
			Consumer behaviour involves many decisions
			Consumer behaviour involves emotions and coping
		What affects consumer behaviour?
			The psychological core: internal consumer processes
			The process of making decisions
			The consumer’s culture: external processes
			Consumer behaviour outcomes and issues
		Who benefits from studying consumer behaviour?
			Marketing managers
			Public policymakers and regulators
			Consumers and society
		Marketing implications of consumer behaviour
			Developing and implementing customer-oriented strategy
			Selecting the target market
			Developing products
			Positioning
			Making promotion and marketing communications decisions
			Making pricing decisions
			Making distribution decisions
		Summary
		Reflection: Toby’s Estate
		Questions for review and discussion
		Consumer behaviour case
		Endnotes
		Appendix: Conducting research in consumer behaviour
			Consumer behaviour research methods
				Surveys
				Focus groups
				Interviews
				Storytelling
				Photography and pictures
				Diaries
				Experiments
				Field experiments
				Conjoint analysis
				Observations and ethnographic research
				Purchase panels
				Database marketing
				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
				Academics and academic research centres
			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
		Opening vignette Dinner and a movie at the cineplex
			Consumer motivation and its effects
				What affects motivation?
				Personal relevance
				Values
				Needs
				Involvement
				Goals
				Self-discrepancy
			Consumer ability: resources to act
				Financial resources
				Cognitive resources
				Emotional resources
				Physical resources
				Social and cultural resources
				Resources are interchangeable
			Consumer opportunity
				Time
				Distraction
				Complexity, amount, repetition and control of information
			Summary
			Reflection: Dinner and a movie at the cineplex
			Questions for review and discussion
			Consumer behaviour case
			Endnotes
	Chapter 3: From exposure to comprehension
		Opening vignette Is it real? Greenpeace’s ‘Dead Whale’ campaign
		Exposure and consumer behaviour
			Factors influencing exposure
			Selective exposure
		Attention and consumer behaviour
			Characteristics of attention
			Focal and non-focal attention
			Customer segments defined by attention
		Perception and consumer behaviour
			Perceiving through vision
			Perceiving through hearing
			Perceiving through taste
			Perceiving through smell
			Perceiving through touch
			Cross-modal perception: a joining of the senses
			When do we perceive stimuli?
			How do consumers perceive a stimulus?
		Comprehension and consumer behaviour
			Source identification
			Message comprehension
			Consumer inferences
		Summary
		Reflection: Is it real?
		Questions for review and discussion
		Consumer behaviour case How Under Armour gets noticed
		Endnotes
	Chapter 4: Memory and knowledge
		Opening vignette A biography of Chesty Bond
		Different types of memory
			Sensory memory
			Working memory
			Long-term memory
			Explicit and implicit memory
		Knowledge content, structure and flexibility
			Associative networks, schemata and scripts
			Knowledge categories
			Knowledge flexibility
			Why consumers differ in knowledge content and structure
		Memory and retrieval
			Retrieval failures
			Enhancing retrieval
		Summary
		Reflection: A biography of Chesty Bond
		Questions for review and discussion
		Consumer behaviour case The rebranding of Virgin Australia
		Endnotes
	Chapter 5: Attitudes and persuasion
		Opening vignette Prestige watches have timeless appeal
		What are attitudes?
			The structure of attitudes
			The functions of attitudes
			The characteristics of attitudes
		The affective (emotional) foundations of attitudes
			How affectively based attitudes are influenced
		The cognitive foundations of attitudes
			Direct or imagined experience
			Reasoning by analogy or category
			Values-driven attitudes
			Social identity-based attitude generation
			Expectancy-value models
			Theory of reasoned action
			How cognitively based attitudes are influenced
		Changing attitudes: the role of motivation, ability and opportunity
		When do attitudes predict behaviour?
		Summary
		Reflection: Prestige watches have timeless appeal
		Questions for review and discussion
		Consumer behaviour case Non-smoking becomes top priority in Australia and worldwide
		Endnotes
Part 3: The Process of making decisions
	Chapter 6: Problem recognition andinformation search
		Opening vignette Quick response codes for quick information
		Problem recognition
			Different types of problems
			From problem recognition to information search
		Internal search: searching for information from memory
			What kind of information is retrieved from aninternal search?
		How much do we engage in information search?
			Motivation to process information
			Ability to processinformation
			Opportunity to process information
		Summary
			External search: searching for information from the environment
				Where can we search for information?
				What kind of information is acquired in an external search?
				How do we engage in an external search?
		Reflection: Quick response codes for quick information
		Questions for review and discussion
		Consumer behaviour case Searching for a search engine
		Endnotes
	Chapter 7: Judgement and decisionmaking
		Opening vignette A simple shop at the supermarket
		Distinguishing judgement from decisions
			Judgements about likelihood
			Judgements about goodness/badness
		Factors that influence judgement and decision processes
			Biases and heuristics in the judgement processes
			Biases in decision processes
		Making decisions
			Making thought-based decisions
			Making feeling-based decisions
		Consumer learning
			Classical conditioning
			Operant conditioning
		Low-effort judgement and decision-making processes
			Consumer habit
			Brand loyalty
			Brand familiarity
			Price-related tactics
			Variety seeking
			Buying on impulse
		Individual differences in judgements and decision making
			Consumer characteristics
			Characteristics of the decision
		Summary
		Reflection: A simple shop at the supermarket
		Questions for review and discussion
		Consumer behaviour case Harley-Davidson wheels into India
		Endnotes
	Chapter 8:  Post-decision processes
		Opening vignette Companies go social for improved customer service
		Understanding satisfaction and dissatisfaction judgements
			The importance of customer satisfaction
			The role of expectations: the disconfirmation paradigm
		Theories of consumer satisfaction
			Attribution theory
			Equity theory
		Responses to dissatisfaction
			Complaints
			Responding by negative word of mouth
		Is customer satisfaction enough?
		Post-decision dissonance and regret
			Dissonance
			Regret
			Closure
		Disposition
			Disposing of meaningful objects
			Recycling
		Summary
		Reflection: Companies go social for improved customer service
		Questions for review and discussion
		Consumer behaviour case Uber: turning satisfaction into a two-way street
		Endnotes
Part 4: The consumer’s culture
	Chapter 9: Social influences onconsumer behaviour
		Opening vignette The worldwide phenomenon of Pokémon Go
		Sources of influence
			General sources of influence
			A special source of influence: opinion leaders
			Reference group sources of influence
		Types of influence
			Normative influence
			Informational influence
		Summary
		Reflection: The worldwide phenomenon of Pokémon Go
		Questions for review and discussion
		Consumer behaviour case Celebrity endorsements go social
		Endnotes
	Chapter 10: Consumer diversity
		Opening vignette Serving shrimp burgers in Beijing and potato tacos in Bangalore
		How age affects consumer behaviour
			Age trends in Australia
			Teens
			Generation Z
			Millennials
			Baby boomers
			Seniors
		How gender and sexuality affect consumer behaviour
			Sex roles
			Differences in acquisition and consumption behaviours
			Sex, gender and sexual orientation
		How regional influences affect consumer behaviour
			Regions within Australia
			Regions across the world
		How ethnic influences affect consumer behaviour
			Ethnic groups within Australia
			Ethnic groups around the world
		The influence of religion
		Summary
		Reflection: Serving shrimp burgers in Beijing and potato tacos in Bangalore
		Questions for review and discussion
		Consumer behaviour case Marketing to teens worldwide via music
		Endnotes
	Chapter 11: External and internalinfluences on consumerbehaviour
		Opening vignette Reaching rural customers in emerging markets
		External influences on consumer behaviour
			Social class
			How social class is determined
			How social class changes over time
			How does social class affect consumption?
			The consumption patterns of specific socialclasses
			Household influences on consumer behaviour
			Changing trends in household structure
			Roles that household members play
		Internal influences on consumer behaviour
			Values
			Influences on values
			Personality
			Research approaches to personality
			Determining how personality characteristics affectconsumer behaviour
			Lifestyles
		Summary
		Reflection: Reaching rural customers in emerging markets
		Questions for review and discussion
		Consumer behaviour case IKEA’S household appeal
		Endnotes
Part5: Consumer behaviour outcomes and issues
	Chapter 12: Innovations: adoption,resistance and diffusion
		Opening vignette Will consumers pay with their phones?
		Innovations
			Defining an innovation
			Innovations and co-creation
		Resistance vs adoption
			Whether consumers adopt an innovation
			How consumers adopt an innovation
			When consumers adopt innovations
		Diffusion
			How offerings diffuse through a market
			Factors affecting the shape of the diffusion curve
			How diffusion relates to the product life cycle
		Influences on adoption, resistance and diffusion
			Characteristics of the innovation
			Uncertainty
			Consumer learning requirements
			Legitimacy and adaptability
			Characteristics of the social system
		Summary
		Reflection: Will consumers pay with their phones?
		Questions for review and discussion
		Consumer behaviour case RedBalloon: revolutionising digital marketing with artificial intelligence
		Endnotes
	Chapter 13: Symbolic consumerbehaviour
		Opening vignette Spin it again: the vinyl LP is back
		Sources and functions of symbolic meaning
			Meaning derived from culture
			Meaning derived from the consumer
			The emblematic function
			The role acquisition function
			The connectedness function
			The expressiveness function
			Multiple functions
		Special possessions and brands
			The meaning of money
			Special brands
			Brand anthropomorphism
			Brand relationships
			Types of special possessions
			The characteristics that describe special possessions
			Why some products are special
			Consumer characteristics affect what is special
			Rituals used with special possessions
			Disposing of special possessions
		Sacred meaning
		The transfer of symbolic meaning through gift giving
			Three stages of gift giving
		Summary
		Reflection: Spin it again
		Questions for review and discussion
		Consumer behaviour case Bicycles: more than pedal power
		Endnotes
	Chapter 14: Marketing, ethics andsocial responsibility intoday’s consumer society
		Opening vignette Dove Self-Esteem Project: taking body confidence to new heights
			In search of balance
			Self-interest vs the interests of others
			Immediate vs long-term interests
			‘Dark side’ vs ‘bright side’ outcomes
		Marketing ethics, consumer ethics and deviant consumer behaviour
			Acquisition controversies
			Consumption controversies
			Disposition controversies
		Social responsibility issues in marketing
			Environmentally conscious behaviour
			Charitable behaviour
			Community involvement
		How can consumers resist marketing practices?
		Summary
		Reflection: Dove Self-Esteem Project
		Questions for review and discussion
		Consumer behaviour case The Odd Bunch: joining the fight against food waste
		Endnotes
Glossary
Index