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Consumer behavior

Author: Mowen, John C. ; Minor, MichaelPublisher: Prentice Hall, 1998.Edition: 5th ed.Description: 696 p. : Graphs/Ill./Photos ; 26 cm.ISBN: 0137371152Type of document: BookBibliography/Index: Includes bibliographical references and index
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Book Europe Campus
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Print HF5415.32 .M69 1998
(Browse shelf)
001259698
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Includes bibliographical references and index

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Consumer Behavior Contents Preface xviii PART ONE INTRODUCTION CHAPTER 1 AN INTRODUCTION TO CONSUMER BEHAVIOR 1 Introductory Case: The Many Faces of Consumer Behavior Introduction What Is Consumer Behavior? Why Study Consumer Behavior? Consumer Analysis as a Foundation of Marketing Management Public Polio and Consumer Behavior Consumer Behavior and Altruistic Marketing The Personal Value of Consumer Behavior 1 2 5 6 6 7 7 8 9 9 11 Three Research Perspectives on Consumer Behavior The Decision-Making Perspective The Experiential Perspective The Behavioral Influence Perspective Prerequisites for Exchange 9 Exchange Processes and Consumer Behavior 11 12 What Are the Elements of Exchange? Dimensions of Exchange Relations 12 13 Ethical Issues in Consumer Exchange Relations An Organizing Model of Consumer Behavior The Organization of the Text Summary CHAPTER 2 CONSUMER BEHAVIOR AND THE MARKETING MANAGER 18 20 22 22 27 Introductory Case: The "New Coke" Debacle Introduction Coca-Cola in the 1990s Organization of the Chapter 27 28 30 30 The Managerial Application Areas of Consumer Behavior Concepts Environmental Analysis Market Research The Segmentation of the Marketplace 30 30 33 35 42 45 Product Positioning and Product Differentiation Marketing-Mix Development Consumer Behavior and Solving Managerial Problems A Managerial Applications Analysis of the "New Coke" Case Step 1: Problem Identification Steps 2 and 3: The Consumer Behavior Analysis and In Managerial Implications Step 4: Marketing Recommendations 49 50 50 51 53 Summary 54 PART TWO INDIVIDUAL CONSUMER PROCESSES CHAPTER 3 INFORMATION PROCESSING I: INVOLVEMENT AND PERCEPTION 59 Introductory Case: Ford Fails to Learn from the Past Introduction An Introduction to Information Processing What Is Information? What Is Information Processing? 59 60 62 62 63 Consumer Involvement Types of Consumer Involvement 64 64 The Effects of High Involvement 67 The Exposure Stage The Study of Sensation Subliminal Perception The Just Noticeable Difference Threshold (JND) Weber's Law and the JND Consumer Adaptation The Butterfly Curve 67 68 69 70 71 72 72 The Attention Stage Types of Attention Capturing Consumers' Attention 74 75 76 The Comprehension Stage Perceptual Organization Interpretation 78 79 81 Semiotics A Managerial Applications Analysis of the Ford Taurus/Sable Case Problem Identification The Consumer Behavior Analysis and Its Managerial Implications Managerial Recommendations 83 86 86 86 88 Summary Chapter 3 Case Study: The Compact Disc Longbox: A Packaging Dilenuna CHAPTER 4 INFORMATION PROCESSING II: MEMORY AND COGNITIVE LEARNING 89 95 97 Introductory Case: The Xerox Copier Failure Introduction A Simplified Memory Model Sensory Memory Short-Term Memory Long-Terra Memory Memory-Control Processes 97 97 98 99 99 103 104 Consumer Knowledge How Do Consumas Gain Knowledge? Semantic Memory Networks Schemas 106 107 110 111 Forgetting Interference Processes Time and Forgetting 113 113 116 Affect and Memory A Managerial Application Analysis of the Xerox 8200 Case Problem Identification The Consumer Behavior Analysis and Its Managerial Implications 117 119 119 119 Managerial Recommendations 120 Summary Chapter 4 Case Study: Rocks, Trees, and Infiniti CHAPTER 5 BEHAVIORAL LEARNING 120 127 129 Introductory Case: Helping People to Help Each Other Introduction Classical Conditioning Studies of Classical Conditioning in Consumers Other Classical-Conditioning Concepts That Apply to Consumer Behavior Requirements for Effective Conditioning Managerial Applications of Classical Conditioning But Is h Classical Conditioning? 129 129 130 132 133 135 136 138 Operant Conditioning Reinforcement and Influencing Behavior Discriminative Stimuli Shaping Consumer Responses Similarities Between Operant and Classical Conditioning Operant Conditioning and Marketing Applied Behavior Analysis 138 139 141 143 144 144 145 Observational Learning Factors Influencing a Model's Effectiveness Marketing Uses of Social-Learning Theory A Final Word of Warning 147 148 148 150 A Managerial Applications Analysis of the Miami Volunteer Program Problem Identification The Consumer Behavior Analysis and Its Managerial Implications Managerial Recommendations 150 150 150 153 Summary Chapter 5 Case Study: That Great New Pepsi Can CHAPTER 6 CONSUMER MOTIVATION AND AFFECT 153 158 159 Introductory Case: "Frequent Flier Junkies" Introduction What Is Motivation? The Concept of Affect The Structure of Emotions 159 160 160 162 163 Some General Theories of Motivation McClelland's Theory of Learned Needs 166 167 Midrange Theories of Motivation Opponent-Process Theory Maintaining Optimum Stimulation Levels The Motivation for Hedonic Experiences The Desire to Maintain Behavioral Freedom The Motivation to Avoid Risk The Motivation to Attribute Causality 169 169 171 173 175 176 181 A Managerial Applications Analysis of the Frequent Fliers Case Problem Identification The Consumer Behavior Analysis and Its Managerial Implications Managerial Recommendations 186 186 186 188 Summary Chapter 6 Case Study: "In-Your-Face Advertising" CHAPTER 7 PERSONALITY AND PSYCHOGRAPHICS 188 196 197 Introductory Case: The U.S. Army Targets Its Customers Introduction Personality and Consumer Behavior Psychoanalytic Theory Trait Theory Additional Personality Trait Scales On the Managerial Use of Scales Measuring Personality Traits 197 198 200 202 206 209 210 The Self-Concept in Consumer Research Symbolic Interactionism and the Self Materialism: You Are What You Own Compulsive Buying as a Personality Trait 211 212 216 218 Lifestyle and Psychographic Analysis Consumer Lifestyles Psychographic Analysis The VALS Psychographic Inventories The List of Values (LOV) Scale A Consumption Lifestyle Inventory A Warning 219 220 220 222 226 229 229 A Managerial Applications Analysis of the U.S. Army Case Problem Identification The Consumer Behavior Analysis and Its Managerial Implications Managerial Recommendations 229 229 230 233 Summary Chapter 7 Case Study: Materialism Wanes and Izod's Sales Plummet 233 240 CHAPTER 8 CONSUMER BELIEFS, ATTITUDES, AND BEHAVIORS 241 Introductory Case: "Americans Are Truckin'" Introduction The Concepts of Beliefs, Attitudes, and Behaviors Consumer Beliefs About Product Attributes Consumer Beliefs and Their Managerial Implications Consumer Attitudes Behaviors and Intentions to Behave 241 242 242 242 245 249 251 How Beliefs, Attitudes, and Behaviors Are Formed The Direct Formation of Beliefs, Attitudes, and Behaviors Hierarchies of Beliefs, Attitudes, and Behaviors 252 252 255 Predicting Consumer Attitudes Through Multiattribute Models Attitude-Toward-the-Object Model When Do Attitudes Predict Behavior? The Behavioral Intentions Model 259 259 263 264 A Managerial Applications Analysis of the "Americans Are Truckin' " Case Problem Identification The Consumer Behavior Analysis and Its Managerial Implications Managerial Recommendations 266 266 266 269 Sununary Chapter 8 Case Study: A Foul Taste at Perrier CHAPTER 9 ATTITUDE, BELIEF, AND BEHAVIOR CHANGE 269 275 277 Introductory Case: Changing Attitudes About Drugs: A Marketing Challenge Introduction The Decision-Making Path to Persuasion The Elaboration-Likelihood Model Multiattribute Models and the Decision-Making Path to Persuasion 277 278 280 280 285 The Experiential Path to Attitude Change Balance Theory Social Judgment Theory The Impact of Reactance and Dissonance on Attitudes Attitudes Toward the Advertisement 287 287 290 292 295 The Behavioral Influence Route to Behavior Change Ingratiation Tactics The Foot-in-the-Door Technique The Door-in-the-Face Technique 297 297 298 299 The Even-a-Penny-Will-Help Technique Managerial and Ethical Implications of the Techniques of Personal Influence 299 300 A Managerial Applications Analysis of die "Drug-Free America" Case Problem Identification The Consumer Behavior Analysis and Its Managerial Implications Managerial Recommendations 300 300 302 300 Summary Chapter 9 Case Study: The NBA's Great Turnaround CHAPTER 10 PERSUASIVE COMMUNICATIONS 303 309 311 Introductory Case: Can Bill Cosby Hustle Stocks? Introduction A Model of die Communications Process Source Characteristics Source Credibility The Physical Attractiveness of the Source Likability of the Source Source Meaningfulness Managerial Implications of Source Effects 311 312 314 315 315 317 319 320 321 Message Characteristics Developing Message Content Life Themes and Message Construction Message Structure Problem Identification The Consumer Behavior Analysis and Its Managerial Implications Managerial Recommendations 322 322 332 333 335 335 337 A Managerial Applications Analysis of the Bill Cosby Case 335 Summary Chapter 10 Case Study: HIV Strikes "Magic" CHAPTER 11 CONSUMER DECISION PROCESSES I: PROBLEM RECOGNITION AND SEARCH 338 345 347 Introductory Case: The Rise and Fall of Beer Sales Introduction A Generic Flowchart of die Consumer Decision Process Alternative Perspectives on Consumer Decision Making The Decision-Making Perspective The Experiential Perspective The Behavioral Influence Perspective 347 348 348 350 351 353 356 The Three Perspectives in Summary 357 Problem Recognition Factors Influencing the Actual State and/or the Desired State 358 358 Consumer Search Behavior The Internai Search The External Search Factors Influencing the Degree of External Search How Much Actual Searching Is Done by Consumers? Managerial Implications of the Search Stage 361 361 363 364 366 367 A Managerial Applications Analysis of the Beer Case Problem Identification The Consumer Behavior Analysis and Its Managerial Implications Managerial Recommendations 367 367 367 369 Summary Chapter 11 Case Study: KFC Flounders with Fried Fowl CHAPTER 12 CONSUMER DECISION PROCESSES II: EVALUATION AND CHOICE 370 377 379 Introductory Case: Evaluating and Choosing Personal Computers Introduction Alternative Evaluation Consumer Judgments and Alternative Evaluation Judging Likelihood Judging Goodness or Badness 379 380 380 381 382 387 The Consumer Choice Process Choice Under High- and Low-Involvement Conditions Experiential Choice Processes Choices Among Noncomparable Alternatives Choices Among Stores Managerial Implications of Choice Processes 392 393 398 401 401 402 A Managerial Applications Analysis of the Personal Computer Case Problem Identification The Consumer Behavior Analysis and Its Managerial Implications Managerial Recommendations 402 402 403 404 Summary Chapter 12 Case Study: Buick Reclaims Customers CHAPTER 13 POSTACQUISITION PROCESSES, CONSUMER SATISFACTION, AND BRAND LOYALTY 405 411 413 Introductory Case: Delta Flight 149 and Consumer Satisfaction 413 Introduction The Consumption Experience Product Use The Consumption of 415 416 416 416 419 Performance Mood States and the Consumption Experience The Development of Postacquisition Satisfaction/Dissatisfaction The Evaluation of Product Performance and Quality The Development of Satisfaction/Dissatisfaction Equity Theory and Consumer Satisfaction On the Relation Between Attribution Theory, Product Failure, and Consumer Satisfaction Actual Product Performance Affect and CS/D Measuring Consumer Satisfaction 419 420 422 426 427 427 427 429 Consumer Complaint Behavior Factors Influencing Complaint Behavior Corporate Reactions to Consumer Complaints Complaints and Exit Behavior 430 431 432 432 Product Disposition Brand Loyalty Behavioral Approaches to Brand Loyalty Attitudinal Measures of Brand Loyalty Identifying Brand-Loyal Customers 433 435 436 436 437 A Managerial Applications Analysis of the Delta Case Problem Identification The Consumer Behavior Analysis and le Managerial Implications Managerial Recommendations 438 438 438 441 Summary Chapter 13 Case Study: The Medical Examination 441 448 PART THREE THE CONSUMER ENVIRONMENT CHAPTER 14 THE CONSUMER ENVIRONMENT AND THE IMPACT OF SITUATIONAL INFLUENCES 451 Introductory Case: Gasoline Retailing Cornes of Age Introduction Introduction to Situational Influences The Physical Surroundings: A Focus on the Store Environnent 451 452 453 455 The Effects of Music on Shoppers The Effects of Crowding on Consumers The Effects of Store Location Store Layout The Effects of Atmospherics 455 456 458 458 459 Social Surroundings The Task Definition Occasion-Based Marketing Opportunities Gift Giving 461 462 463 464 Time as an Environmental Influencer Individuals and Time Time as a Product Time as a Situational Variable 466 467 468 468 Antecedent States The Effects of Temporary Mood States on Consumers 470 471 Interactions Among Usage Situation, Person, and Product A Managerial Applications Analysis of the Gasoline Retailer Case Problem Identification The Consumer Behavior Analysis and Its Managerial Implications Managerial Recommendations 472 473 473 473 474 Summary Chapter 14 Case Study: Eskimo Joe's: Stillwater's Jumpin' Little Juke Joint CHAPTER 15 GROUP PROCESSES I: GROUP, DYADIC, AND DIFFUSION PROCESSES 475 481 483 Introductory Case: Bringing Introduction Group Processes Kevlar® to Market 483 484 485 485 486 490 Types of Groups How Do Groups Influence Consumers? Managerial Implications of Group Influence Dyadic Exchanges Word-of-Mouth Communications Service Encounters Managerial Implications of Dyadic Exchange Processes 491 491 495 497 Diffusion Processes Transmission Processes The Diffusion of Innovations The Diffusion of Rumors Managerial Implications of Diffusion Processes 498 498 500 505 507 A Managerial Applications Analysis of the Kevlar® Case Problem Identification 508 508 The Consumer Behavior Analysis and Its Managerial Implications Managerial Recommendations 508 509 Summary Chapter 15 Case Study: Shriners Come Under Fire CHAPTER 16 GROUP PROCESSES II: HOUSEHOLD AND ORGANIZATIONAL PROCESSES 510 517 519 Introductory Case: Child Care and the Dual-Career Household Introduction Familles and Households The Demographics of Households The Family Life Cycle Family Role Structure Role Overload Family Decision Making Childhood Consumer Socialization 519 519 522 523 525 527 528 530 534 Organizational Buying Behavior Organizational Buying Situations Building Relationships in Organizational Buying The Role of Organizational Culture 537 539 540 542 A Managerial Applications Analysis of the Child-Care Case Problem Identification The Consumer Behavior Analysis and Its Managerial Implications Managerial Recommendations 543 543 543 545 Summary Chapter 16 Case Study: Targeting the Family in the 1990s CHAPTER 17 CULTURAL PROCESSES CULTURE AND POPULAR CULTURE 545 553 555 Introductory Case: Doc Martens Outruns Athletic Shoes Introduction Components of Culture The Cultural Matrix Chapter Overview 555 556 557 560 561 The Role of Consumer Goods in a Culture Cultural Values in the United States Consumer Research on Cultural Values 561 563 565 Cultural Rituals Cultural Symbols 571 574 Popular Culture Examples of Popular Culture How Does Popular Culture Develop? 577 578 580 A Managerial Applications Analysis of the Doc Martens Case Problem Identification The Consumer Behavior Analysis and Its Managerial Implications Managerial Recommendations 580 580 580 582 Summary Chapter 17 Case Study: Will Fur Revive? CHAPTER 18 CULTURAL PROCESSES II: THE SUBCULTURAL ENVIRONMENT AND DEMOGRAPHICS 582 588 589 Introductory Case: Toys for All of Us Introduction Subcultures versus Demographics 589 590 590 Age Subcultures The Baby Boomers Generation X Generation Y The Elderly 591 592 594 594 595 Ethnie Subcultures The African-American Subculture The Hispanic Subculture The Asian-American Subculture Comparing Anglo, African-American, and Hispanic Consumption Portraying Minorities in Advertisements 597 597 598 600 600 601 Regional Subcultures Geodemographics Should Companies Segment by Geography? 601 602 605 Social-Class Subcultures What Are the Social Classes in the United States? Social Class and Buying Behavior Social Class and Income Psychological Differences Among the Classes Social Class and Lifestyles 605 606 608 609 609 610 Other Subcultures An Internet Community? 613 613 A Managerial Applications Analysis of the Toy Industry Case Problem Identification The Consumer Behavior Analysis and Its Managerial Implications Managerial Recommendations 613 613 613 614 Summary Chapter 18 Case Study: Marketing in the Ghetto CHAPTER 19 INTERNATIONAL ISSUES IN CONSUMER BEHAVIOR 615 621 623 Introductory Case: Amway's Successful Japan Venture Introduction Cross-Cultural Use of Symbols 623 624 624 627 629 631 632 633 International Marketing and Consumer Behavior Cultural Differences Between East Asia and the U.S.A. Cultural Differences Between Latin America and the U.S.A. Cultural Differences Between Eastern Europe and the U.S.A. Cultural Differences Between Western Europe and the U.S.A. Cross-Cultural Problem Areas 626 Adapting or Standardizing Products and Services Tangible Products versus Services A Conclusion to the Standardization Debate? 639 642 642 The Role of Marketing Research in International Marketing Country versus Segment Targets 642 643 A Managerial Applications Analysis of the Amway Case Problem Identification The Consumer Behavior Analysis and Its Managerial Implications Managerial Recommendations 643 643 643 644 Summary Chapter 19 Case Study: Florist's Transworld Delivery Corporation CHAPTER 20 THE DARK SIDE OF CONSUMER BEHAVIOR 645 650 651 Introductory Case: Sears and Social Responsibility Introduction Consumerism The Muckraking Era The Information Era The Era of Continuing Concern The Modern Consumer Movement Future Directions in Consumerism 651 652 652 653 654 654 654 655 Some Current Public Policy Issues in the Consumer Domain Deceptive Advertising Children's Advertising Environmental Protection 656 656 658 659 Negligent Consumer Behavior 660 Getting People to Buckle Up Product Misuse Drinking and Driving 660 661 662 Compulsive Consumption Smoking Compulsive Drinking Compulsive Gambling Other Compulsions 664 664 666 666 667 669 669 670 671 671 673 Corporate Social Responsibility Succeeding in the Long Run Acquiring a Positive Public Image Avoiding Government Regulation Problem Identification The Consumer Behavior Analysis and Ils Managerial Implications Managerial Recommendations 669 A Managerial Applications Analysis of the Sears Case 671 Summary Chapter 20 Case Study: McDonald's in the Internet McSpotlight NAME INDEX SUBJECT INDEX PHOTO/AD CREDITS 674 680 683 691 695

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