CONTENTS
Part Ⅰ Introduction
1. An Introduction to Consumer Behavior = 1
Consumer Vignette = 1
Introduction = 4
What Is Consumer Behavior? = 5
Why Study Consumer Behavior? = 9
The Behavioral Science Foundations of Consumer Behavior = 13
The Application of Consumer Behavior to Managerial Problems = 20
Managerial Applications Matrix = 23
Summary = 27
Case 1 : Walt Disney Productions = 31
Part Ⅱ Individual Consumer Processes
2. Information Processing Ⅰ : Perception = 39
Consumer Vignette = 39
Introduction = 40
Consumer Involvement = 43
The Exposure Stage = 47
The Attention Stage = 56
The Comprehension Stage = 58
Semiotics = 63
Managerial Applications Summary = 66
Summary = 69
3. Information Processing Ⅱ : Memory and Cognitive Learning = 75
Consumer Vignette = 75
Introduction = 76
A Simplified Memory Model = 77
Consumer Knowledge = 87
Forgetting = 92
Cognitive Learning = 96
Affect and Memory = 99
Managerial Applications Summary = 101
Summary = 104
4. Behavioral Learning = 109
Consumer Vignette = 109
Introduction = 110
Classical Conditioning = 112
Operant Conditioning and Consumer Behavior = 119
Observational Learning = 130
Managerial Applications Summary = 135
Summary = 138
5. Consumer Motivation and Affect = 143
Consumer Vignette = 143
Introduction = 144
Some General Theories of Motivation = 150
Midrange Theories of Motivation = 153
Managerial Applications Summary = 171
Summary = 175
6. Personality and Psychographics = 181
Consumer Vignette = 181
Introduction = 182
Personality and Consumer Behavior = 183
The Self-Concept in Consumer Research = 192
Lifestyles and Psychographics = 197
Managerial Applications Summary = 209
Summary = 212
7. Consumer Beliefs, Attitudes, and Behaviors = 218
Consumer Vignette = 218
Introduction = 219
The Concepts of Beliefs, Attitudes, and Behaviors = 220
Consumer Attitudes = 225
How Beliefs, Attitudes, and Behaviors Are Formed = 228
Predicting Consumer Attitudes through Multiattribute Models = 238
Managerial Applications Summary = 246
Summary = 248
8. Attitude and Belief Change = 253
Consumer Vignette = 253
Introduction = 254
The Elaboration Likelihood Model of Persuasion = 256
Multiattribute Models and Attitude Change = 259
Attitude Change and Balance Theory = 262
Social Judgment Theory and persuasion = 265
Attitude toward the Advertisement = 270
Compliance, Identification, and Internalization : Three Processes of Attitude Change = 271
Managerial Applications Summary = 273
Summary = 277
9. Consumer Decision Processes Ⅰ : Problem Recognition and Search = 282
Consumer Vignette = 282
Introduction = 283
Generic Flowchart of the Consumer Decision Process = 285
Alternative Perspectives on Consumer Decision Making = 286
Problem Recognition = 296
Consumer Search Behavior = 300
Summary = 307
10. Consumer Decision Making Ⅱ : Evaluation and Choice = 313
Consumer Vignette = 313
Introduction = 314
Alternative Evaluation = 315
The Consumer Choice Process = 326
Summary = 336
11. Consumer Decision Processes Ⅲ : Postacquisition Processes = 341
Consumer Vignette = 341
Introduction = 342
The Consumption and Usage of Acquisitions = 343
The Development of Satisfaction／Dissatisfaction = 345
Consumer Complaint Behavior = 354
Product Disposition = 359
Brand Loyalty = 360
The Effects of Reactance and Dissonance = 364
Managerial Applications Summary = 369
Summary = 373
Case 2 : Beef : Real Food for Real People = 379
Case 3 : Delta Airlines, Inc., Incidents and Accidents = 383
Part Ⅲ Consumer Micro Environment
12. Communications Processes = 389
Consumer Vignette = 389
Introduction = 390
A Model of the Communications Process = 392
Source Characteristics = 393
Message Characteristics = 401
Managerial Applications Summary = 417
Summary = 421
13. Interpersonal Processes : Exchange and Personal Influence = 426
Consumer Vignette = 426
Introduction = 427
Consumer Exchange Processes = 428
Personal Influence and Work-of-Mouth Communication = 435
Opinion Leadership = 443
Techniques of Personal Influence = 448
Managerial Applications Summary = 454
Summary = 456
14. Group and Diffusion Processes = 462
Consumer Vignette = 462
Introduction = 463
How Groups Influence Consumption = 467
Two Types of Group Phenomena = 475
Diffusion Processes = 478
Managerial Applications Summary = 494
Summary = 497
15. The Family, Households, and Consumer Socialization = 502
Consumer Vignette = 502
Introduction = 503
The Demographics of Households = 505
The Family Cycle = 508
Family Role Structure = 514
Family Decision Making = 518
Childhood Consumer Socialization = 524
Managerial Applications Summary = 527
Summary = 530
16. Situational Influences = 535
Consumer Vignette = 535
Introduction = 536
The Physical Surroundings = 538
Social Surroundings = 546
The Task Definition = 548
Time as a Situational Variable = 550
Antecedent States = 556
Situation-Person-Product Interactions = 559
Managerial Applications Summary = 562
Summary = 564
Case 4 : R. J. Reynolds Tobacco Company Launches "Premier" = 569
Case 5 : The Audi Sales Deceleration = 573
Part Ⅳ Consumer Macro Environment
17. Cultural and Cross-Cultural Environments = 579
Consumer Vignette = 579
Introduction = 580
What Is Culture? = 581
Cultural Values in the United States = 584
Cultural Rituals = 592
Cultural Symbols = 595
Cross-Cultural Consumer Analysis = 599
Managerial Applications Summary = 609
Summary = 611
18. The Subcultural Environment = 617
Consumer Vignette = 617
What Is a Subculture? = 618
Age Subcultures = 620
Ethnic Subcultures = 626
Regional Subcultures = 631
Managerial Applications Summary = 638
Summary = 640
19. Social Class = 646
Consumer Vignette = 646
Introduction = 647
Social Class and Buying Behavior = 653
Social Class and Income = 656
Psychological Differences among the classes = 659
Social Class and Lifestyles = 661
Managerial Applications Summary = 664
Summary = 668
20. The Economic Environment = 673
Consumer vignette = 673
Introduction = 674
How Economists View the Consumer = 676
The Field of Behavioral Economics = 683
The Economic Cycle and Consumer Behavior = 687
Consumer Spending and Saving = 690
On What Do Consumers Spend? = 693
Managerial Applications Summary = 696
Summary = 700
21. The Regulatory Environment and Consumerism = 704
Consumer Vignette = 704
Introduction = 705
Consumerism = 707
Development of Major Regulatory Agencies = 711
Some Major Public Policy Issues = 713
Negligent Consumer Behavior = 719
Corporate Social Responsibility = 727
Managerial Applications Summary = 729
Summary = 734
Case 6 : The Parker Pen Company Goes Global = 740
Case 7 : Avon Products, Inc. = 744
Part Ⅴ Concluding Issues in Consumer Behavior
22. Some Concluding Issues in Consumer Behavior = 749
Consumer Vignette = 749
Introduction = 750
Consumer Behavior and Managerial Strategy = 750
Consumer versus Industrial Purchase Behavior = 758
Ethical Issues in consumer Behavior = 761
Consumer Well-Being and the Leadership Role of the Consumer Researcher = 764
Summary = 766
Case 8 : The Mystery of McDonald's and Its Future = 770
Glossary = 774
Indexes = 793
List of Credits = 813
