CONTENTS
PREFACE = xv
PART Ⅰ INTRODUCTION
Chapter 1 Buyer Behavior : The Core of Marketing = 1
1.1 Introduction = 1
1.2 Purpose of the Text = 2
1.3 Consumer Behavior Theory = 3
1.3.1 Nature of Consumer Behavior Theory = 3
1.3.2 Source of Consumer Behavior Theory = 3
1.3.3 Consumer Behavior and Marketing Strategy = 5
1.4 Summary of This Book and How to Use the Text = 6
Questions = 8
Chapter 2 Foundations of Consumer Behavior = 10
2.1 Consumer Behavior : An Example = 10
2.2 Product Category = 11
2.2.1 Introduction = 11
2.2.2 Example of Product Category = 12
2.2.3 Within-Category Relations = 12
2.2.4 Variability of Product Categories = 12
2.2.5 Relationships Between Categories = 13
2.2.6 Summary of Product Categories = 14
2.3 Product Life Cycle = 14
2.3.1 Introduction = 14
2.3.2 An Example of Product Life Cycle = 15
2.3.3 Consumers Adapt to Product Life Cycle = 17
2.3.4 Digression on Product Familiarity and Information Processing = 22
2.3.5 Clarification of Complications = 25
2.3.6 Summary of Product Life Cycle = 27
2.4 Market = 28
2.5 Market Segmentation = 29
2.6 Conclusions = 29
Questions = 30
Chapter 3 A Basic Tool : The Consumer Decision Model = 31
3.1 Introduction to Consumer Decision Model = 31
3.2 Development of Consumer Decision Model = 31
3.3 Overview of Consumer Decision Model = 33
3.4 Consumer Decision Model = 35
3.4.1 Introduction = 35
3.4.2 Information = 35
3.4.3 Brand Recognition = 36
3.4.4 Attitude = 38
3.4.5 Confidence in Judgment = 40
3.4.6 Intention = 41
3.4.7 Purchase = 41
3.5 Applying the CDM = 42
3.5.1 Introduction = 42
3.5.2 Using the CDM Qualitatively = 42
3.5.3 Using the CDM Quantitatively = 43
3.5.4 Prediction = 45
3.6 Extensions of the CDM = 46
3.7 Conclusions = 48
Questions = 49
Appendix 3A : Conceptualization and Measurement of the CDM = 49
Appendix 3B : Market Response Modeling with the CDM = 53
PART Ⅱ FOUNDATIONS OF THE CONSUMER DECISION MODEL
Chapter 4 Foundations of Information- Processing Theory = 57
4.1 Introduction = 57
4.2 Processing Capacity = 61
4.3 Motivation = 61
4.4 Attention and Perceptual Encoding = 62
4.5 Information Acquisition and Evaluation = 63
4.6 Use of Memory = 63
4.7 Decision Rules and Processes = 66
4.8 Effects of Consumption and Learning = 66
4.9 Conclusions = 67
Questions = 67
Chapter 5 Theory for Extensive Problem Solving = 69
5.1 Introduction = 69
5.2 Product Hierarchy = 71
5.2.1 Introduction = 71
5.2.2 Relevance of Product Hierarchy = 73
5.2.3 Measurement of Product Hierarchy = 74
5.3 Language = 76
5.3.1 Introduction = 76
5.3.2 Practical Knowledge = 77
5.3.3 Lexical or Word Knowledge = 78
5.3.4 Additional Complications = 81
5.3.5 Summary of Language = 83
5.4 Driving Forces = 84
5.4.1 Introduction = 84
5.4.2 Long-Term Driving Forces = 84
5.4.3 Short-Term Driving Forces = 88
5.5 Information Processing = 88
5.5.1 Introduction = 88
5.5.2 Search = 88
5.5.3 Attention = 90
5.5.4 Memory = 91
5.5.5 Choice = 92
5.5.6 Conclusions on Information Processing = 93
5.6 Conclusions on Theory for EPS = 93
Questions = 94
Chapter 6 Theory for Limited Problem Solving = 96
6.1 Introduction = 96
6.2 Product Hierarchy : A Brand Level View = 97
6.2.1 Introduction = 97
6.2.2 Measurement of Brand Similarities = 97
6.3 Brand Competitive Relations = 99
6.4 General Information Effect = 101
6.4.1 Introduction = 101
6.4.2 Cognitive Response = 101
6.4.3 Product Hierarchy Control of Four Subprocesses = 102
6.4.4 Relations to CDM = 104
6.5 Search = 108
6.5.1 Introduction = 108
6.5.2 Motivation = 110
6.5.3 Scanner and Interrupt Mechanisms = 111
6.5.4 Internal Versus External Search = 112
6.6 Attention = 114
6.6.1 Introduction = 114
6.6.2 Voluntary Attention = 115
6.6.3 Involuntary Attention = 116
6.7 Memory = 116
6.7.1 Introduction = 116
6.7.2 Working Memory = 117
6.7.3 Long-Term Memory = 117
6.7.4 Buyer Memory Tasks = 120
6.7.5 Conclusions on Memory = 121
6.8 Purchase = 122
6.8.1 Introduction = 122
6.8.2 Intention to Buy = 123
6.8.3 Purchase Behavior = 124
6.9 Conclusions = 125
6.10 Summary = 126
Questions = 127
Chapter 7 Theory for Routine Problem Solving = 128
7.1 Introduction = 128
7.2 Brand Loyalty = 129
7.3 Dynamics of Routine Buying = 133
7.3.1 Introduction = 133
7.3.2 Evidence for Cyclic Behavior = 135
7.4 Theory of Routine Buying = 138
7.4.1 Introduction = 138
7.4.2 Direct or Bypassing Effect = 138
7.4.3 Explanation of Cyclic Behavior = 143
7.4.4 Motivational Bases of Routine Buying = 146
7.5 Routine Buying and the General Theory = 157
7.6 Conclusions = 159
Questions = 161
Chapter 8 Extending the General Theory = 162
8.1 Introduction of the Extensions = 162
8.2 Satisfaction = 162
8.2.1 Introduction to Satisfaction = 162
8.2.2 Measurement of Satisfaction = 163
8.2.3 Broader Picture of Satisfaction = 164
8.2.4 Motives and Satisfactions = 164
8.2.5 Company Concern about Satisfaction = 165
8.2.6 Summary of Satisfaction = 167
8.3 Two Additional Feedbacks = 167
8.3.1 Introduction to Feedbacks = 167
8.3.2 Feedback from Confidence to Search and Attention = 167
8.3.3 Feedback from Attitude to Search and Attention = 169
8.3.4 Conclusions on the Two Feedbacks = 170
8.4 Nonlinear and Interactive Relations = 171
8.4.1 Introduction to Nonlinear and Interactive Relations = 171
8.4.2 Nonlinear Relations = 171
8.4.3 Interactive Relations = 172
8.4.4 Conclusions on Nonlinearities and Interactions = 174
8.5 Means-End Analysis = 175
8.5.1 Introduction to Means-End Analysis = 175
8.5.2 Concept of the Means-End Chain = 175
8.5.3 Application of Means-End = 177
8.5.4 Means-End and the CDM = 178
8.5.5 Conclusions on Means-End Analysis = 181
8.6 Conclusions on Extending the General Theory = 182
Questions = 183
Chapter 9 Market Segmentation = 184
9.1 Introduction to Market Segmentation = 184
9.2 Two Basic Concepts of Market Segmentation = 184
9.2.1 Introduction to the Two Basic Concepts = 184
9.2.2 Segment Bases = 187
9.2.3 Segment Descriptors = 189
9.2.4 Conclusion on the Market Segment = 191
9.3 Applications of Segmentation = 191
9.3.1 Introduction to Application of Segmentation = 191
9.3.2 Two Key Elements of Marketing Strategy = 192
9.4 Family Influence on Buying = 192
9.4.1 Introduction to Family Influence = 192
9.4.2 Definition of Family = 193
9.5 Social Class = 199
9.5.1 Introduction to Social Class = 199
9.5.2 Definition and Measurement of Social Class = 199
9.5.3 Social Class and Motivation = 200
9.5.4 Implications for Marketing = 200
9.5.5 Conclusions on Social Class = 201
9.6 Culture = 202
9.6.1 Introduction to Culture = 202
9.6.2 Example of Culture = 202
9.6.3 Conclusion on Culture = 203
9.7 Reference Groups = 204
9.7.1 Introduction to Reference Groups = 204
9.7.2 Nature of Reference Groups = 204
9.7.3 Marketing Implications of Reference Groups = 208
9.7.4 Conclusions on Reference Groups = 210
9.8 Conclusions on Market Segmentation = 210
Questions = 211
PART Ⅲ STRATEGIC APPLICATIONS
Chapter 10 Strategy for Introductory Stage = 212
10.1 Introduction = 212
10.2 An Introductory Product : The Volkswagen Story = 216
10.3 Strategy = 220
10.3.1 Introduction = 220
10.3.2 Strategy for Product Category = 221
10.3.3 Early Diffusion Studies = 226
10.3.4 Summary of Strategy = 229
10.4 Product Design = 230
10.5 Pricing = 233
10.6 Communication = 234
10.6.1 Introduction = 234
10.6.2 Copy = 236
10.7 Distribution = 243
10.7.1 Introduction = 243
10.7.2 Use of Specialty Stores = 244
10.8 Consumer Satisfaction = 245
10.9 Summary = 246
Questions = 247
Applications = 248
Chapter 11 Strategy for Growth Stage = 249
11.1 Introduction = 249
11.2 A Growth Product : The Home Depot = 249
11.3 Strategy = 256
11.3.1 Brand Strategy = 256
11.3.2 Summary of Brand Strategy = 258
11.4 Product Design = 259
11.4.1 Introduction = 259
11.4.2 Importance of Product Design = 259
11.4.3 Physical Product Versus a Service = 260
11.4.4 Elements of Product Design = 261
11.5 Pricing = 267
11.6 Communication = 269
11.6.1 Introduction = 269
11.6.2 Advertising = 269
11.6.3 Personal Selling = 277
11.7 Distributing to Your Market = 280
11.7.1 Introduction = 280
11.7.2 Consumer Selects Store = 281
11.7.3 Types of Stores Patronized = 283
11.8 Consumer Satisfaction = 286
11.9 Summary = 287
Questions = 288
Applications = 288
Chapter 12 Strategy for Mature Markets = 290
12.1 Introduction = 290
12.2 Consumer Behavior in a Mature Market = 292
12.2.1 Introduction = 292
12.2.2 Dutch Study = 293
12.2.3 Implications for Practice = 293
12.3 Strategy and Plans for a Mature Market = 297
12.3.1 Mature Product : Borden's Eagle Brand = 297
12.3.2 Marketing Mix for Mature Market = 302
12.4 Consumer Satisfaction = 324
12.5 Conclusions on Strategy for Mature Market = 325
Questions = 326
Applications = 327
Chapter 13 Strategy for Declining Markets = 328
13.1 Introduction = 328
13.2 Strategy for Declining Markets Generally = 329
13.2.1 Introduction = 329
13.2.2 Consumers = 332
13.2.3 Competition = 333
13.2.4 Conclusions on Strategy for Declining Markets Generally = 335
13.3 Consumer Satisfaction = 335
13.4 Strategy for Nostalgia-Prone Consumers = 336
13.4.1 Introduction = 336
13.4.2 Declining Product : Morgan Car = 337
13.4.3 Evidence on Nostalgia = 340
13.4.4 Relevance of Nostalgia for Marketing = 342
13.4.5 Additional Information on Nostalgia = 345
13.4.6 Conclusions on Nostalgia-Prone Consumers = 346
Questions = 346
Applications = 347
Nostalgia Proneness and Consumer Tastes / Morris B. Holbrook = 348
Chapter 14 Market Entry = 365
14.1 Introduction = 365
14.2 Instant Coffee Life Cycle = 368
14.2.1 Introduction = 368
14.2.2 Haire Study, 1944 = 368
14.2.3 Webster-von Pechman Study = 371
14.3 Simulated Test Marketing = 373
14.3.1. Introduction = 373
14.4 Strategic Market Entry Using the CDM = 374
14.4.1 Introduction = 374
14.4.2 Brand Equity Elements and the CDM = 375
14.4.3 Conclusions on Brand Equity = 380
14.5 Market Entry for Industrial Marketing = 380
14.5.1 Introduction = 380
14.5.2 General Electric's Factory Automation = 380
14.5.3 Emery Air Freight Case = 383
14.5.4 Conclusions on Organizational Buying = 390
14.5.5 Application of Brand Equity = 391
14.6 Applications of Metaanalyses = 393
14.6.1 Introduction = 393
14.6.2 Metaanalysis in Marketing = 394
14.6.3 Illustrative Hypothetical Example = 395
14.6.4 Summary of Metaanalysis = 396
14.7 organizational Influences = 396
14.7.1 Introduction = 396
14.7.2 Changing Role of Marketing in the Company = 396
14.7.3 Changing Nature of Organization = 397
14.7.4 Application of Organizational Concepts = 398
14.7.5 Conclusions on Organization Influences = 400
14.8 Conclusions on Market Entry = 400
Questions = 402
Applications = 402
Chapter 15 Social Marketing and Public Policy for Marketing = 403
15.1 Introduction = 403
15.2 Social Marketing = 405
15.2.1 Introduction = 405
15.2.2 Conclusions on Social Marketing = 408
15.3 Public Policy for Marketing = 411
15.3.1 Introduction = 411
15.3.2 Food and Drug Administration = 413
15.3.3 Federal Trade Commission = 416
15.3.4 U.S. Department of Justice = 419
15.3.5 Government Agency Influence = 419
15.3.6 International Implications = 420
15.3.7 State Guidelines for Marketing = 420
15.3.8 Mounting Legal Activity = 421
15.4 Implications of Social Marketing and Public Policy = 421
15.5 Ethical Responsibilities of Marketers = 422
15.5.1 Introduction = 422
15.5.2 Example of Ethical Responsibility = 423
15.5.3 Body of Principles = 424
15.5.4 Conclusions on Ethical Responsibility = 428
Questions = 429
Applications = 429
PART Ⅳ COMPUTER APPLICATIONS OF THE CONSUMER DECISION MODEL
Chapter 16 Review of Regression : Computer Applications for Buyer Behavior in Marketing Strategy = 431
16.1 Introduction = 431
16.2 Dependent and Independent Variables = 431
16.2.1 Types of Relationships = 431
16.2.2 Scatter Diagrams = 432
16.2.3 Correlation Coefficient = 434
16.3 Regression = 435
16.3.1 Regression Model = 435
16.3.2 Interpretation of $$b_0$$ and b₁ = 436
16.3.3 Prediction = 437
16.3.4 Multiple Regression = 438
Chapter 17 Quick'n Easy Ⅰ(Revised) : Computer Applications for Buyer Behavior in Marketing Strategy / John Stephan ; John A. Howard = 440
Chapter 18 Quick'n Easy Ⅱ : Computer Mechanics / John A. Howard ; John Stephan = 480
Chapter 19 Determining Nonlinear and Interactive Relationships / Margaret Berry Levy with Patricia Ritsick ; Michael Augustine = 503
Chapter 20 RCA Videodisk Case and Questionnaire = 529
Chapter 21 Lean Strips Case and Questionnaire = 535
Chapter 22 Vega Case and Questionnaire = 546
Chapter 23 Financial Services Accounts Case and Questionnaire = 563
GLOSSARY = 583
INDEX = 593
