CONTENTS
PART 1 INTRODUCTION = 1
Chapter 1. An Introduction to Consumer Behavior = 2
Introduction = 4
What Is Consumer Behavior? = 4
Why Study Consumer Behavior? = 7
Consumer Analysis as a Foundation of Marketing Management = 7
Public Policy and Consumer Behavior = 7
Consumer Behavior and Social Marketing = 8
The Personal Value of Consumer Behavior = 8
An Organizing Model of Consumer Behavior = 10
The Book's Organization = 12
Three Research Perspectives on Consumer Acquisition Behavior = 12
The Decision-Making Perspective = 13
The Experiential Perspective = 14
The Behavioral Influence Perspective = 14
The Managerial Implications of the Study of Consumer Behavior = 17
Developing Marketing Mix Strategy = 17
Consumer Behavior and Solving Managerial Problems = 21
A Managerial Applications Example = 21
The Managerial Analysis of the Introduction of New Coke = 24
Summary = 25
Chapter 2. Consumer Exchange Processes = 32
Introduction = 34
Exchange Processes, Consumer Behavior, and Marketing = 35
Prerequisites for Exchange = 35
What Are the Elements of Exchange? = 36
Dimensions of Exchange Relations = 38
Restricted Versus Complex Exchanges = 38
Internal Versus External Exchanges = 39
Formal Versus Informal Exchanges = 39
Relational Versus Discrete Exchange = 41
Relationship Quality = 42
Two Models of Exchange = 44
Equity Theory and Exchange = 46
The Impact of Comparison Levels on Exchange = 48
The Role of Exchange in Consumer and Industrial Buying Behavior = 49
Ethical Issues in Consumer Exchange Relations = 51
A Managerial Applications Example = 55
Problem Identification = 55
The Consumer Behavior Analysis = 56
The Managerial Analysis = 56
Summary = 58
PART 2 INDIVIDUAL CONSUMER PROCESSES = 67
Chapter 3. Information Processing Ⅰ : Involvement and Perception = 68
Introduction = 70
Individual Influencers and the Exchange Process = 71
An Introduction to Information Processing = 72
What Is Information? = 72
What Is Information Processing? = 73
Consumer Involvement = 75
Types of Consumer Involvement = 76
The Effects of High Involvement = 77
The Exposure Stage = 78
The Study of Sensation = 80
Subliminal perception = 81
The Just Noticeable Difference Threshold = 83
Weber's Law and the JND = 84
Consumer Adaptation = 86
The Butterfly Curve = 87
The Attention Stage = 88
Types of Attention = 88
Capturing Consumers' Attention = 89
The Comprehension Stage = 92
Perceptual Organization = 92
Interpretation = 94
Semiotics = 96
A Managerial Applications Example = 99
Problem Identification = 99
The Consumer Behavior Analysis = 99
The Managerial Implications = 101
Summary = 102
Chapter 4. Information Processing Ⅱ : Memory and Cognitive Learning = 110
Introduction = 112
A Simplified Memory Model = 113
Sensory Memory = 114
Short-Term memory = 115
Long-Term Memory = 119
Memory Control Processes = 121
Consumer Knowledge = 122
Semantic Memory Networks = 123
Schemas = 124
Forgetting = 127
Interference Processes = 127
Time and Forgetting = 128
Affect and Memory = 131
Cognitive Learning = 132
Early Cognitive Theorists - The Gestalt Psychologists = 132
The Associationists = 133
Paired-Associate Learning = 134
A Managerial Applications Example = 135
Problem Definition = 136
The Consumer Analysis = 137
The Managerial Applications Analysis = 137
Summary = 139
Chapter 5. Behavioral Learning = 148
Introduction = 150
Classical Conditioning = 152
What Is Classical Conditioning? = 154
Consumer Studies of Classical Conditioning = 155
Is It Classical Conditioning? = 158
Additional Classical-Conditioning Concepts = 159
Requirements for Effective Conditioning = 160
Managerial Applications of Classical Conditioning = 161
Operant Conditioning and Consumer Behavior = 162
Reinforcement and Influencing Behavior = 164
Discriminative Stimuli = 167
Shaping Consumer Responses = 168
Similarities of Operant and Classical Conditioning = 170
Operant Conditioning and Marketing = 170
Applied Behavior Analysis = 171
Observational Learning = 173
Factors Influencing a Model's Effectiveness = 174
Marketing Uses of Social-Learning Theory = 176
A Managerial Applications Example = 177
The Managerial Analysis = 179
A Final Word of Warning = 180
Summary = 181
Chapter 6. Consumer Motivation and Affect = 188
Introduction = 190
What Is Motivation? = 191
The Concept of Affect = 193
The Structure of Emotions = 194
Some General Theories of Motivation = 197
McClelland's Theory of Learned Needs = 197
Midrange Theories of Motivation = 200
Opponent-Process Theory = 200
Maintaining Optimum Stimulation Levels = 202
The Motivation for Hedonic Experiences = 204
The Motivation to Maintain Behavioral Freedom = 207
The Motivation to Avoid or Seek Risk = 209
The Motivation to Attribute Causality = 216
A Managerial Applications Example = 222
Problem Definition = 222
The Consumer Analysis = 222
The Managerial Applications Analysis = 223
Summary = 224
Chapter 7. Personality and Psychographics = 234
Introduction = 236
Personality and Consumer Behavior = 238
Psychoanalytic Theory = 240
The Structure of the Personality = 240
Psychoanalytic Theory and Promotional Strategy = 241
Psychoanalytic Theory and Consumer Research = 242
Trait Theory = 244
Social-Psychological and Cognitive Personality Theories = 246
Social-Psychological Personality Theory = 246
Cognitive Personality Theories = 246
On the Managerial Use of Personality Scales = 248
The Self-concept in Consumer Research = 249
Symbolic Interactionism and the Self = 250
The Self-concept and Product Symbolism = 251
Materialism : You Are What You Own = 254
Life-styles and Psychographics = 257
Consumer Life-styles = 258
Psychographics = 259
The VALS Psychographic Inventories = 261
The List of Values Approach = 264
A Consumption Life-style Inventory = 267
A Managerial Applications Example = 267
Background = 269
Problem Statement = 270
Problem Statement = 270
The Managerial Applications Analysis = 271
A Final Warning = 273
Summary = 273
Chapter 8. Consumer Beliefs, Attitudes, and Behaviors = 282
Introduction = 284
The Concepts of Beliefs, Attitudes, and Behaviors = 285
Consumer Beliefs About Product Attributes = 285
Consumer Beliefs and Their Managerial Implications = 287
Consumer Attitudes = 292
Behaviors and Intentions to Behave = 294
How Beliefs, Attitudes, and Behaviors Are Formed = 296
The Direct Formation of Beliefs, Attitudes, and Behaviors = 296
Hierarchies of Beliefs, Attitudes, and Behaviors = 300
Predicting Consumer Attitudes Through Multiattribute Models = 304
Attitude-Toward-the-Object Model = 305
When Do Attitudes Predict Behavior? = 309
The Behavioral Intentions Model = 310
Managerial Applications Summary = 312
A Managerial Applications Example = 312
The Problem Statement = 313
The Consumer Behavior Analysis = 313
The Managerial Applications Analysis = 315
Summary = 316
Chapter 9. Attitude, Belief, and Behavior Change : The Persuasion Process = 326
Introduction = 328
The Decision-Making Path to Persuasion = 331
The Elaboration Likelihood Model = 331
Multiattribute Models and the Decision-Making Path to Persuasion = 337
The Experiential Path to Attitude Change = 341
Balance Theory = 341
Social Judgment Theory and Influencing Attitudes = 344
Reactance, Dissonance, and the Experiential Path to Attitude Change = 347
Attitude Toward the Advertisement = 352
The Behavioral Influence Route to Behavior Change = 355
Ingratiation Tactics = 357
The Foot-in-the Door Technique = 359
The Door-in-the Face Technique = 359
The Even-a-Penny-Will-Help Technique = 360
Managerial and Ethical Implications of the Techniques of Personal Influence = 361
A Managerial Applications Example = 361
The Consumer Behavior Analysis = 362
The Managerial Applications Analysis = 363
Summary = 364
Chapter 10. Persuasive Communications = 374
Introduction = 376
A Model of the Communications Process = 377
Source Characteristics = 378
Credibility of the Source = 379
Physical Attractiveness of the Source = 381
Likability of the Source = 383
Source Meaningfulness = 384
Managerial Implications of Source Effects = 386
Message Characteristics = 387
Developing Message Content = 389
Life Themes and Message Construction = 402
Message Structure = 403
A Managerial Applications Example = 405
The Consumer Behavior Analysis = 407
The Managerial Applications Analysis = 407
Summary = 409
Chapter 11. Consumer Decision Processes Ⅰ : Problem Recognition and Search = 418
Introduction = 420
A Generic Flowchart of the Consumer Decision Process = 421
Alternative Perspectives on Consumer Decision Making = 424
The Traditional Decision-Making Perspective = 424
The Experiential Perspective = 425
The Behavioral Influence Perspective = 428
Overview of the Three Perspectives = 429
Managerial Applications of the Three Perspectives = 430
Problem Recognition = 436
Factors Influencing the Actual State = 436
Factors Influencing the Desired State = 437
Factors Influencing Both the Desired and Actual States = 438
Managerial Applications of the Problem Recognition Stage = 440
Consumer Search Behavior = 440
Internal Search = 442
External Search = 444
Factors Influencing the Degree of External Search = 445
How Much Search by Consumers? = 449
Managerial Implications of the Search Stage = 450
A Managerial Applications Example = 450
The Consumer Behavior Analysis = 451
The Managerial Applications Analysis = 452
Summary = 454
Chapter 12. Consumer Decision Processes Ⅱ : Evaluation and Choice = 462
Introduction = 464
Alternative Evaluation = 464
Consumer Judgments and Alternative Evaluation = 467
The Consumer Choice Process = 477
Choice Under High- and Low-Involvement Conditions = 478
Experiential Choice Processes = 486
Choices Among Noncomparable Alternatives = 488
Choices Among Stores = 489
Managerial Implications of Choice Processes = 490
A Managerial Applications Example = 490
The Consumer Behavior Analysis = 491
The Managerial Applications Analysis = 492
Summary = 493
Chapter 13. Postacquisition Processes, Consumer Satisfaction, and Brand Loyalty
Introduction = 504
The Consumption of Goods and Services = 506
Measuring Product Usage = 507
The Consumption of Performance = 508
Mood States and the Consumption Experience = 510
The Development of Postacquisition Satisfaction／Dissatisfaction = 511
The Evaluation of Product performance／Quality = 511
The Development of Satisfaction／Dissatisfaction = 514
Equity Theory and Consumer Satisfaction = 518
On the Relation of Attribution Theory, Product Failure, and Consumer Satisfaction = 521
Actual Product Performance = 521
Affect and CS／D = 521
Managerial Implications of CS／D = 523
Consumer Complaint Behavior = 524
Factors Influencing Complaint Behavior = 527
Corporate Reactions to Consumer Complaining = 528
Product Disposition = 530
Brand Loyalty = 531
Some Previous Definitions of Brand Loyalty = 533
Identifying Brand-Loyal Consumers = 534
Managerial Implications of Brand Loyalty = 534
A Managerial Applications Example = 536
The Consumer Behavior Analysis = 536
The Managerial Applications Analysis = 537
Summary = 538
PART 2 Case 1 : Beef : Real Food for Real People = 548
PART 2 Case 2 : Delta Air Lines, Inc., Incidents and Accidents = 553
PART Ⅱ Case 3 : The Audi Sales Deceleration = 557
