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The Fifth Edition of this unique text uses a marketing segmentation approach to convey the essence of consumer behavior and to connect psychological, sociocultural, and decision-making aspects of consumer behavior. The authors explain in an integrated fashion what consumer behavior variables are, types and importance of consumer research, and problems in performing research. A vivid writing style motivates student interest.

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CONTENTS
Part Ⅰ Introduction to the Study of Consumer Behavior
  1 The Diversity of Consumer Behavior
    What Is Consumer Behavior? = 7
      Personal Consumers Versus Organizational Consumers = 8
      Buyers and users = 8
    Why We Study Consumer Behavior = 9
    Why the Field of Consumer Behavior Developed = 10
      Development of the Marketing Concept = 11
    The Role of Consumer Research = 13
    Ethics In Marketing = 13
      Business School Education = 16
      The Consumer Movement = 16
      Ethics and the Corporate Environment = 18
    Plan of the Book = 19
    Summary = 20
    Discussion Questions = 21
    Exercises = 21
    Key Terms = 22
    Endnotes = 22
  2 Consumer Research
    History of Consumer Research = 25
      The Modernist Era = 25
      Postmodernism = 26
      Combining Positivist and Interpretivist Research Findings = 27
    The Consumer Research Process = 28
      Developing Research Objectives = 28
      Collecting Secondary Data = 29
      Designing Primary Research = 29
      Data Collection = 39
      Analysis = 40
      Report Preparation = 40
    Conducting a Research Study = 40
      Research Methods and Tools = 41
    Summary = 42
    Discussion Questions = 43
    Exercises = 43
    Key Terms = 44
    Endnotes = 44
  3 Market Segmentation
    What Is Market Segmentation? = 47
      Who Uses Market Segmentation? = 48
      How Marketers Use Segmentation = 49
    Bases for Segmentation = 52
      Geographic Segmentation = 52
      Demographic Segmentation = 54
      Psychological／Psychographic Segmentation = 57
      Sociocultural Segmentation = 63
      Use-Related Segmentation = 66
      Use-Situation Segmentation = 67
      Benefit Segmentation = 69
      Hybrid Segmentation Approaches = 72
    Criteria for Effective Targeting of Market Segments = 82
      Identification = 82
      Sufficiency = 85
      Stability = 85
      Accessibility = 85
    Implementing Segmentation Strategies = 85
      Concentrated Versus Differentiated Marketing = 85
      Countersegmentation = 86
    Summary = 87
    Discussion Questions = 87
    Exercises = 88
    Key Terms = 88
    Endnotes = 89
Part Ⅱ The Consumer As An Individual
  4 Consumer Needs and Motivation
    What Is Motivation? = 94
      Motivation = 94
      Needs = 95
      Goals = 95
      Positive and Negative Motivation = 97
      Rational Versus Emotional Motives = 98
    The Dynamic Nature of Motivation = 98
      Needs and Goals are Constantly Changing = 98
      Substitute Goals = 101
      Frustration = 101
      Arousal of Motives = 105
    Types and Systems of Needs = 107
      Diversity of Need Systems = 107
    The measurement of Motives = 118
    Motivational Research = 119
      Development of Motivational Research = 119
      Motivational Research Today = 120
    Summary = 122
    Discussion Questions = 122
    Exercises = 123
    Key Terms = 123
    Endnotes = 123
  5 Personality and Consumer Behavior
    What Is Personality? = 126
      The Nature of Personality = 127
    Theories of Personality = 128
      Freudian Theory = 128
      Jungian Personality Types = 133
      Neo-Freudian Personality Theory = 134
      Trait Theory = 137
    Personality and Understanding Consumer Diversity = 139
      Consumer Innovativeness and Related Personality Traits = 139
      Consumer Susceptibility to Interpersonal Influence = 142
      Cognitive Personality Factors = 144
      From Consumer Materialism to Compulsive Consumption = 144
      Consumer Ethnocentrism : Responses to Foreign-Made Products = 149
    Self and Self-Images = 151
      One or Multiple Selves = 151
      The Makeup of the Self-Image = 151
      The Extended Self = 152
      Altering the Self = 152
    Summary = 155
    Discussion Questions = 155
    Exercises = 156
    Key Terms = 156
    Endnotes = 157
  6 Consumer Perception
    What Is Perception? = 161
      Perception = 162
      Sensation = 162
      The Absolute Threshold = 162
      The Differential Threshold = 164
      Subliminal Perception = 168
    The dynamics of Perception = 171
      Perceptual Selection = 172
      Perceptual Organization = 177
      Perceptual Interpretation = 183
    Consumer Imagery = 186
      product and Service Images = 186
      Perceived Quality = 190
      Store Image = 193
      Manufacturer's Image = 194
    Summary = 195
    Discussion Questions = 196
    Exercises = 196
    Key Terms = 197
    Endnotes = 197
  7 Learning and Consumer Involvement
    What Is Learning? = 201
      Motivation = 202
      Cues = 202
      Response = 203
      Reinforcement = 203
    Behavioral Learning Theories = 203
      Classical Conditioning = 203
      Instrumental Conditioning = 212
    Cognitive Learning Theory = 214
      Information Processing = 214
      Involvement Theory = 221
    Brand Loyalty and Brand Equity = 227
      Developing Brand Loyalty = 227
      Brand Equity = 230
    Summary = 231
    Discussion Questions = 232
    Exercises = 233
    Key Terms = 233
    Endnotes = 233
  8 The Nature of Consumer Attitudes
    What Are Attitudes? = 240
      The Attitude "Object" = 240
      Attitudes Are a Learned Predisposition = 240
      Attitudes Have Consistency = 240
    Structural Models of Attitudes = 241
      Tricomponent Attitude Model = 242
      Multi-Attribute Attitude Models = 245
      Attitude-Toward-the-Ad Models = 252
    Summary = 256
    Discussion Questions = 256
    Exercises = 257
    Key Terms = 257
    Endnotes = 257
  9 Consumer Attitude Formation and Change
    Attitude Formation = 260
      How Attitudes are Learned = 260
      Sources of Influence on Attitude Formation = 262
      Personality Factors = 265
    Attitude Change = 265
      Strategies of Attitude Change = 265
    Behavior Can Precede or Follow Attitude Formation = 274
      Cognitive Dissonance Theory = 274
      Attribution Theory = 275
    Summary = 278
    Discussion Questions = 279
    Exercises = 279
    Key Terms = 280
    Endnotes = 280
  10 Communication and Persuasion
    Components of Communication = 283
    The Communications Process = 286
      The Message Initiator(The Source) = 286
      The Target Audience(The Receivers) = 286
      Feedback - The Receiver's Response = 291
    Designing Persuasive Communications = 293
      Communications Strategy = 293
      Media Strategy = 295
      Message Strategies = 297
      Crisis Communications Strategies = 314
    Summary = 316
    Discussion Questions = 317
    Exercises = 317
    Key Terms = 318
    Endnotes = 318
Part Ⅲ Consumers in Their Social and Cultural Settings
  11 Group Dynamics and Consumer Reference Groups
    What Is a Group? = 325
      Types of Groups = 325
      Consumer-Relevant Groups = 327
    Reference Groups = 329
      What Is a Reference Group? = 329
      Factors That Affect Reference Group Influence = 332
      Reference Groups and Consumer Conformity = 333
    Applications of the Reference Group Concept = 333
      Celebrities = 335
      The Expert = 338
      The "Common Man" = 338
      The Executive Spokesperson = 340
      Other Reference Group Appeals = 342
      Benefits of the Reference Group Appeal = 342
    Summary = 345
    Discussion Questions = 345
    Exercises = 346
    Key Terms = 346
    Endnotes = 346
  12 The Family
    What Is a Family? = 349
    Functions of the Family = 350
      Economic Well-Being = 350
      Emotional Support = 351
      Suitable Family Lifestyles = 351
      Socialization of Children and Other Family Members = 351
    Family Decision Making = 354
      Family Roles = 355
      Dynamics of Husband／Wife Decision Making = 356
      Children = 358
    The Family Life Cycle = 361
      Traditional Family Life Cycle = 361
      Modifications to the FLC = 367
    Summary = 371
    Discussion Questions = 371
    Exercises = 372
    Key Terms = 373
    Endnotes = 373
  13 Social Class and Consumer Behavior
    What Is Social Class? = 377
      Social Class and Social Status = 377
      Social-Class Categories = 378
    The measurement of Social Class = 380
      Subjective measures = 381
      Reputational Measures = 382
      Objective Measures = 382
    Lifestyle Profiles of the Social Classes = 387
    Social-Class Mobility = 387
      Signs of Downward Mobility = 390
    Geodemographic Clustering = 389
    The Affluent Consumer = 395
      The Media Exposure of the Affluent Consumer = 399
      Segmenting the Affluent Market = 399
    The Non-Affluent Consumer = 400
    Selected Consumer Behavior Applications of Social Class = 400
      Clothing, Fashion, and Shopping = 400
      The Pursuit of Leisure = 402
      Saving, Spending, and Credit = 403
      Social Class and Communication = 403
    Summary = 405
    Discussion Questions = 405
    Exercises = 406
    Key Terms = 406
    Endnotes = 406
  14 The Influence of Culture on Consumer Behavior
    What Is Culture? = 409
    Characteristics of Culture = 410
      The Invisible Hand of Culture = 410
      Culture Satisfies Needs = 410
      Culture Is Learned = 411
      Culture Is Shared = 417
      Culture Is Dynamic = 419
    The Measurement of Culture = 420
      Content Analysis = 420
      Consumer Fieldwork = 420
      Value Measurement Survey Instruments = 421
      The Yankelovich MONITO = 422
      DYG SCAN - An Environmental Scanning Program = 424
    American Core Values = 424
      Achievement and Success = 426
      Activity = 426
      Efficiency and Practicality = 426
      Progress = 429
      Material Comfort = 429
      Individualism = 432
      Freedom = 432
      External Conformity = 432
      Humanitarianism = 433
      Youthfulness = 433
      Fitness and Health = 435
      Core Values Are Not an American Phenomenon = 437
    Summary = 438
    Discussion Questions = 438
    Exercises = 439
    Key Terms = 439
    Endnotes = 439
  15 Subcultural Aspects of Consumer Behavior
    What Is Subculture? = 443
    Nationality Subcultures = 444
      Hispanic Subcultures = 445
      The Impact of Nationality Subcultures = 447
    Religious Subcultures = 449
    Geographic and Regional Subcultures = 449
    Racial Subcultures = 450
      The African-American Consumer = 450
      Asian-American Consumers = 455
    Age Subcultures = 459
      The Generation X Market = 459
      The Baby-Boomer Market = 460
      The 50-Plus Market = 462
      The Elderly Consumer = 462
    Sex as a Subculture = 468
      Sex Roles and Consumer Behavior = 468
      The Working Woman = 468
    Subcultural Interaction = 469
    Summary = 471
    Discussion Questions = 471
    Exercises = 472
    Key Terms = 472
    Endnotes = 472
  16 Cross-Cultural Consumer Behavior : An International Perspective
    The Imperative to be Multinational = 476
    Cross-Cultural Consumer Analysis = 477
      Similarities and Differences Among People = 478
      Acculturation Is a Needed Marketing Viewpoint = 478
    Alternative Multinational Strategies : Global Versus Local = 481
      Frameworks for Assessing Multinational Strategies = 486
    Cross-Cultural Psychographic Segmentation = 488
    Marketing Mistakes : A Failure to Understand Differences = 490
      Product Problems = 490
      Promotional Problems = 490
      Pricing and Distribution Problems = 491
    Summary = 493
    Discussion Questions = 493
    Exercises = 494
    Key Terms = 494
    Endnotes = 494
Part Ⅳ The Consumer's Decision-Making Process
  17 Personal Influence and the Opinion Leadership Process
    What Is Opinion Leadership? = 499
    Dynamics of the Opinion Leadership Process = 500
      Opinion Leaders Are Persuasive = 500
      The Motivations Behind Opinion Leadership = 501
    Measurement of Opinion Leadership = 502
      Self-Designating Method = 503
      Sociometric Method = 504
      Key Informant Method = 507
      Objective Method = 507
    A Profile of The Opinion Leader = 508
      Knowledge and Interest = 509
      Consumer Innovators = 509
      Personal Characteristics = 509
      Media Habits = 510
    Frequency and Overlap of Opinion Leadership = 511
      Overlap of Opinion Leadership = 511
    The Situational Environment of Opinion Leadership = 513
      Opinion Leaders Are Friends or neighbors = 513
    The Interpersonal Flow of Communication = 514
      Two-Step Flow of Communication Theory = 514
      Multistep Flow of Communication Theory = 515
      A Broader Approach to Interpersonal Communication = 515
    Opinion Leadership and the firm's Promotional Strategy = 516
      Programs Designed to Stimulate Opinion Leadership = 516
      Advertisements that Simulate Opinion Leadership = 518
      Word-of-Mouth May Be Uncontrollable = 518
      Creation of Opinion Leaders = 520
    Summary = 520
    Discussion Questions = 521
    Exercises = 521
    Key Terms = 522
    Endnotes = 522
  18 Diffusion of Innovations
    The Diffusion process = 525
      The Innovation = 525
      The Channels of Communication = 534
      The Social System = 535
      Time = 536
    The Adoption Process = 541
      Stages in the Adoption Process = 541
      Limitations of the Adoption Process = 542
      The Innovation Decision Process = 543
    A Profile of the Consumer Innovator = 544
      Defining the Consumer Innovator = 544
      Interest in the Product Category = 545
      The Innovator Is and Opinion Leader = 545
      Personality Traits = 545
      Purchase and Consumption Characteristics = 548
      Media Habits = 548
      Social Characteristics = 548
      Demographic Characteristics = 548
      Are There Generalized Consumer Innovators? = 549
    Summary = 550
    Discussion Questions = 551
    Exercises = 552
    Key Terms = 552
    Endnotes = 552
  19 Consumer Decision Making
    What Is a Decision? = 555
    Four Views of Consumer Decision Making = 555
      Economic Man = 556
      Passive Man = 557
      Cognitive Man = 557
      Emotional Man = 558
    A Model of Consumer Decision Making = 560
      Input = 560
      Process = 562
      Output = 579
    Beyond the Decision : Using and Possessing = 580
    Relationship Marketing = 581
    Summary = 583
    Discussion Questions = 583
    Exercises = 584
    Key Terms = 585
    Endnotes = 585
Part Ⅴ Consumer Behavior and Society
  20 Consumer Behavior Applications to Profit and Not-For-Profit Marketing
    Health Care Marketing = 591
      Targeting Health Care Segments = 592
    Political Marketing = 597
      Imagery in Politics = 600
      Political Persuasion = 602
    The Marketing of Social Causes = 603
      Corporate Philanthropy Versus Corporate Promotion = 608
    Environmental Marketing : A Cause-Related Growth Industry = 613
    Summary = 622
    Discussion Questions = 622
    Exercises = 623
    Key Terms = 623
    Endnotes = 623
  21 Public Policy and Consumer Protection
    Public Policy and Consumer Protection = 627
    Deceptive Advertising and Consumer Research = 632
      Corrective Advertising and Consumer Research = 633
      Packaging-to-Price Deceptions = 634
    Consumer Education = 635
      Nutritional Labeling = 636
    Consumer Behavior Research Priorities = 638
    Summary = 640
    Discussion Questions = 640
    Exercises = 641
    Key Terms = 641
    Endnotes = 642
Appendix
  Comprehensive Models of Consumer Decision Making = 644
Glossary = 657
Company Index = 669
Name Index = 671
Subject Index = 676