Consumer Behavior: Buying, Having, and Being

Cover
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Title Page
Copyright Page
Brief Contents
Contents
Preface
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: Marketing Responsibly: Patagonia Redefines What It Means to Be Transparent and Authentic
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: The Brave New World of Subway Advertising
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: Gap Takes Customers Back in Time—to the Nineties!
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: The Louis Vuitton $2900 Smartwatch—High Tech or High Fashion? It’s All in the Eye of the Beholder
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: Retailer Eloquii Believes That Fashion Doesn’t Stop at Size 12
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: Beyonce’s Beyhive—Honeybees and Killer Bees in Love with Their Queen
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
Reviews
Consumer Behavior Challenge
Case Study: RH—Revolutionizing Physical Retailing
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 Group
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: Never Stay Here! The Power of Negative Online Reviews
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: Toyota’s Multicultural Ad Campaign—Same Car, But ‐Different Ads for Different Ethnic Groups
14 Cultures
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: Twist, Lick, and Dunk! Does it Make Oreos Taste Better?
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