상세정보

This text shows how psychology can make sense of consumer behaviour, arguing that traditional segmentation criteria are not always appropriate in a world growing ever more fluid and complex. The work explores information processing; the influence of personality and style on consumer choice; sex symbolism; situational and social contexts; and retail environments. This analysis is related to practical needs of the modern marketing manager, offering a blend of theory and practice.

정보제공 :

CONTENTS
List of figures = ⅸ
List of Tables = xi
Acknowledgments = xiii
Introduction = 1
Part Ⅰ Consumer-oriented marketing
 1 The marketing task = 7
  Consumer orientation = 7
  Market segmentation and product positioning = 9
  The product life cycle = 11
  Responding to consumer behavior = 15
  Summary = 22
 2 Consumer choice in theory and practice = 24
  Consumer decision making = 24
  High involvement : the cognitive consumer = 27
  Low involvement : the uninvolved consumer = 29
  Modes of consumer behavior = 34
  Consumer innovators and innovativeness = 35
  Characteristics of consumer innovators = 39
  Modeling innovative adoption = 43
  Summary = 44
Part Ⅱ The cognitive consumer
 3 Perceptual processes = 49
  What is perception? = 49
  Perception and consumer behavior = 52
  Consumer perceptions of the marketing mix = 58
  Subliminal perception = 67
  Summary = 69
 4 Cognitive and behavioral learning = 71
  What is learning? = 71
  Cognitive learning = 72
  Behavioral learning = 82
  Summary = 91
 5 Attitudes and behavior = 93
  The meaning of attitude = 93
  The measurement of attitudes = 95
  Attitude - behavior consistency = 97
  Marketing implications = 102
  Persuasion : general considerations in attitude change = 106
  Strategies of persuasion = 111
  Summary = 116
Part Ⅲ The personal consumer
 6 Personality and cognitive style = 121
  The nature of personality = 121
  Personality research in marketing = 123
  Personality types : extroversion, emotionality and tough-mindedness = 128
  Cognitive personality traits : the case of consumer innovators = 133
  Summary = 145
 7 Motivation and lifestyle = 147
  Shopping motives = 147
  The meaning of motivation = 151
  Maslow's hierarchy of needs = 153
  The Freudian interpretation of motivation = 155
  Some marketing insights = 158
  Motivation research = 160
  Consumer lifestyles = 163
  A multidimensional approach to consumer motivation = 167
  Summary = 170
Part Ⅳ Consumers in context
 8 Retail environments = 173
  Situational influences on consumer behavior = 173
  The retail environment and consumer behavior = 175
  Choice and loyalty = 180
  In-store consumer behavior = 183
  Crowding = 187
  Atmospherics = 189
  Summary = 192
 9 Consumers in the social structure = 193
  Social influence = 193
  Reference group influences = 193
  The family as a consumption unit = 197
  Cultures and subcultures = 205
  Summary = 211
References = 213
Index = 235