CONTENTS
Section 1 A Perspective on Consumer Behavior
1 Introduction to Consumer Behavior and Marketing Strategy = 2
Cybershoppers and Cyberconsumers = 2
What Is Consumer Behavior? = 6
Consumer Behavior Is Dynamic = 6
Consumer Behavior Involves Interactions = 6
Consumer Behavior Involves Exchanges = 8
Approaches to Consumer Behavior Research = 8
Uses of Consumer Behavior Research = 9
Consumer Behavior's Role in Marketing Strategy = 10
Back to Cybershoppers and Cyberconsumers = 13
MARKETING STRATEGY IN ACTION : Toyota = 16
2 A Framework for Consumer Analysis = 17
Buying a Smith & Wesson = 17
Three Elements for Consumer Analysis = 19
Consumer Affect and Cognition = 19
Consumer Behavior = 20
Consumer Environment = 21
Relationships among Affect and Cognition, Behavior, and Environment = 22
Marketing Strategy = 25
Levels of Consumer Analysis = 26
Societies = 27
Industries = 27
Market Segments = 28
Individual Consumers = 28
Back to Buying a Smith & Wesson = 29
MARKETING STRATEGY IN ACTION : Subway Sandwich Shops = 31
Section 2 Affect and Cognition and Marketing Strategy
3 Introduction to Affect and Cognition = 34
"Everyday" Affect and Cognition : Greg Macklin Goes Shopping = 34
Components of the Wheel of Consumer Analysis = 35
Environment = 36
Behavior = 36
Marketing Strategies = 36
Affect and Cognition = 36
Affect and Cognition as Psychological Responses = 37
Types of Affective Responses = 38
The Affective System = 38
What Is Cognition? = 40
Relationship between Affect and Cognition = 41
Marketing Implications = 43
Cognitive Processes in Consumer Decision Making = 45
A Model of Consumer Decision Making = 45
More Characteristics of the Cognitive System = 47
Marketing Implications = 48
Knowledge Stored in Memory = 50
Types of Knowledge = 50
Structures of Knowledge = 52
Types of Knowledge Structures = 53
Marketing Implications = 54
Cognitive Learning = 54
Back to Greg Macklin = 58
MARKETING STRATEGY IN ACTION : Polo by Ralph Lauren = 61
4 Consumers' Product Knowledge and Involvement = 63
Gillette Knows Shaving = 63
Levels of Product Knowledge = 64
Consumers' Product Knowledge = 66
Products as Bundles of Attributes = 67
Products as Bundles of Benefits = 69
Products as Value Satisfiers = 71
Means-End Chains of Product Knowledge = 73
Examples of Means-End Chains = 76
Measuring Means-End Chains = 77
Marketing Implications = 78
Involvement = 79
Focus of Involvement = 80
The Means-End Basis for Involvement = 81
Factors Influencing Involvement = 81
Marketing Implications = 84
Understanding the Key Reasons for Purchase = 84
Understanding the Consumer-Product Relationship = 85
Influencing Intrinsic Self-Relevance = 87
Influencing Situational Self-Relevance = 87
Back to Gillette = 88
MARKETING STRATEGY IN ACTION : Nike = 90
5 Attention and Comprehension = 92
The Power of Packaging = 92
Exposure to Information = 95
Selective Exposure to Information = 96
Marketing Implications = 97
Attention Processes = 99
Variations in Attention = 100
Factors Influencing Attention = 101
Marketing Implications = 103
Comprehension = 106
Variations in Comprehension = 106
Inferences during Comprehension = 108
Factors Influencing Comprehension = 110
Marketing Implications = 112
Back to the Power of Packaging = 114
MARKETING STRATEGY IN ACTION : Products in the Movies = 117
6 Attitudes and Intentions = 119
The Gap = 119
What Is an Attitude? = 120
Attitudes toward what? = 122
Marketing Implications = 123
Attitudes toward Objects = 126
Salient Beliefs = 126
The Multiattribute Attitude Model = 129
Marketing Implications = 132
Attitude-Change Strategies = 133
Attitudes toward Behavior = 135
The Theory of Reasoned Action = 137
Marketing Implications = 141
Intentions and Behaviors = 141
Back to The Gap = 144
MARKETING STRATEGY IN ACTION : Coca-Cola = 146
7 Consumer Decision Making = 148
Buying a Set of Dishes = 148
Decision Making as Problem Solving = 152
Elements of Problem Solving = 154
Problem Representation = 154
Integration Processes = 160
Decision Plans = 162
Problem-Solving Processes in Purchase Decisions = 164
Influences on Consumers' Problem-Solving Activities = 165
Effects of End Goals = 165
Effects of Goal Hierarchies = 165
Effects of Involvement and Knowledge = 166
Environmental Effects = 167
Implications for Marketing Strategy = 170
Back to Buying a Set of Dishes = 173
MARKETING STRATEGY IN ACTION : Hallmark Cards = 176
Section 3 Behavior and Marketing Strategy
8 Analyzing Consumer Behaviors = 180
Lands' End Outlet Store = 180
What Is Overt Consumer Behavior? = 182
The Importance of Overt Consumer Behavior = 182
A Model of Overt Consumer Behavior = 183
Information Contact = 185
Funds Access = 189
Store Contact = 190
Product Contact = 192
Transaction = 194
Consumption and Disposition = 194
Communication = 195
Marketing Implications = 196
Back to Lands' End Outlet Store = 197
MARKETING STRATEGY IN ACTION : Peapod = 200
9 Conditioning and Learning Processes = 201
Lottery Games = 201
Classical Conditioning = 202
Consumer Research on Classical Conditioning = 205
Marketing Implications = 206
Operant Conditioning = 206
Reinforcement Schedules = 209
Shaping = 210
Discriminative Stimuli = 211
Marketing Implications = 212
Vicarious Learning = 212
Uses of Vicarious Learning in Marketing Strategy = 214
Factors Influencing Modeling Effectiveness = 216
Marketing Implications = 219
Back to Lottery Games = 220
MARKETING STRATEGY IN ACTION : Rollerblade Inc. = 223
10 Influencing Consumer Behaviors = 224
What Were These Marketers Trying to Do? = 224
Consumer Behaviors Influence Strategies = 225
Sales Promotion = 227
Purchase Probability = 229
Purchase Quantity = 231
Purchase Timing = 231
Purchase Location = 232
Effectiveness of Sales Promotions = 233
Social Marketing = 234
Increasing Desired Behaviors = 234
Decreasing Undesired Behaviors = 234
A Strategic Model for Influencing Consumer Behaviors = 235
Measure Current Levels of Consumer Affect, Cognitions, and Behaviors = 236
Analyze Consumers and Markets = 239
Select and Implement Influence Strategy = 239
Measure Strategic Effects = 240
Evaluate for Performance Improvement = 241
Marketing Implications = 242
Back to What Were These Marketers Trying to Do? = 242
MARKETING STRATEGY IN ACTION : Cub Foods = 244
Section 4 The Environment and Marketing Strategy
11 Introduction to the Environment = 246
Megaresorts in Las Vegas = 246
The Environment = 247
Aspects of the Environment = 248
The Social Environment = 248
The Physical Environment = 251
Marketing Implications = 252
Situations = 252
Analyzing Situations = 253
Generic Consumer Situations = 255
Marketing Implications = 262
Back to Megaresorts in Las Vegas = 262
MARKETING STRATEGY IN ACTION : America's Movie Theaters = 265
12 Cultural and Cross-Cultural Influences = 267
The Birth of the Consumer Society = 267
What Is Culture? = 268
The Content of Culture = 269
Measuring the Content of Culture = 271
The Core Values of American Culture = 272
Changing Values in America = 272
Culture as a Process = 274
Moving Cultural Meanings into Products = 276
Cultural Meanings in Products = 278
Moving Meanings from Products into Consumers = 279
Cultural Meanings in Consumers = 282
Moving Meaning to the Cultural Environment = 283
Marketing Implications = 283
Helping Consumers Obtain Cultural Meanings = 284
Cross-Cultural Influences = 286
Cross-Cultural Differences = 286
Developing International Marketing Strategies = 289
Marketing Implications : The European Union = 292
Back to the Birth of the Consumer Society = 294
MARKETING STRATEGY IN ACTION : McDonald's…All Around the World = 296
13 Subculture and Social Class = 298
Wooing the Aging Baby Boomers = 298
Subcultures = 299
Analyzing Subcultures = 301
Geographic Subcultures = 302
Age Subcultures = 304
Ethnic Subcultures = 309
Gender as a Subculture = 313
Income as a Subculture = 314
Acculturation Processes = 314
Social Class = 317
Social Class versus Income = 319
Back to Wooing the Aging Baby Boomers = 320
MARKETING STRATEGY IN ACTION : Hyatt and Marriott Build Retirement Housing for the Elderly = 323
14 Reference Groups and Family = 325
Spending on Kids = 325
Reference Groups = 327
Analyzing Reference Groups = 327
Types of Reference Group Influence = 328
Reference Group Influence on Products and Brands = 330
Reference Groups and Marketing Strategy = 330
Family = 333
Family Decision Making = 333
Consumer Socialization = 337
Factors Influencing American Families = 338
Demographic Changes in Household Composition = 340
Family Life Cycle = 341
Back to Spending on Kids = 347
MARKETING STRATEGY IN ACTION : Hotels and Resorts : Catering to Families = 349
Section 5 Consumer Analysis and Marketing Strategy
15 Market Segmentation and Product Positioning = 353
Gillette Co. = 353
Analyze Consumer-Product Relationships = 355
Investigate Segmentation Bases = 357
Benefit Segmentation = 358
Psychographic Segmentation = 360
Person／Situation Segmentation = 363
Geodemographic Segmentation = 366
Develop Product Positioning = 368
Positioning by Attribute = 368
Positioning by Use or Application = 369
Positioning by Product User = 369
Positioning by Product Class = 370
Positioning by Competitors = 370
Positioning Maps = 371
Select Segmentation Strategy = 372
Design Marketing Mix Strategy = 372
Back to Gillette Co. = 373
MARKETING STRATEGY IN ACTION : Hershey Chocolate USA = 375
16 Consumer Behavior and Product Strategy = 376
Timberland = 376
Product Affect and Cognition = 377
Satisfaction／Dissatisfaction = 377
Product Behavior = 380
Product Contact = 380
Brand Loyalty／Variety Seeking = 380
The Product Environment = 383
Product Attributes = 384
Packaging = 384
Product Strategy = 387
Characteristics of Consumers = 387
Characteristics of Products = 388
Back to Timberland = 391
MARKETING STRATEGY IN ACTION : Harley-Davidson, Inc. = 394
17 Consumer Behavior and Promotion Strategy = 396
Winning Sales Promotions = 396
Types of Promotions = 398
Advertising = 398
Sales Promotions = 399
Personal Selling = 400
Publicity = 400
The Promotion Mix = 402
A Communication Perspective = 403
The Communication Process = 403
Goals of Promotion Communications = 405
The Promotion Environment = 408
Promotion Clutter = 408
Level of Competition = 409
Promotion Affect and Cognition = 409
Attitude toward the Ad = 410
The Persuasion Process = 410
Promotion Behavior = 413
Information Contact = 413
Word-of-Mouth Communication = 415
Managing Promotion Strategies = 415
Analyze Consumer-Product Relationships = 415
Determine Promotion Objectives and Budget = 417
Design and Implement a Promotion Strategy = 418
Evaluate Effects of the Promotion Strategy = 422
Back to Winning Sales Promotions = 425
MARKETING STRATEGY IN ACTION : Kellogg = 427
18 Consumer Behavior and Pricing Strategy = 429
Vinnie Bombatz = 429
Conceptual Issues in Pricing = 431
Money = 432
Time = 433
Cognitive Activity = 434
Behavior Effort = 434
Value = 435
Price Affect and Cognition = 436
Price Perceptions and Attitudes = 437
Price Behavior = 440
Funds Access = 440
Transaction = 441
Price Environment = 441
Pricing Strategy = 441
Analyze Consumer-Product Relationships = 442
Analyze the Environmental Situation = 444
Determine the Role of Price in Marketing Strategy = 445
Estimate Relevant Production and Marketing Costs = 445
Set Pricing Objectives = 446
Develop Pricing Strategy and Set Prices = 446
Back to Vinnie Bombatz = 448
MARKETING STRATEGY IN ACTION : Pleasant Company = 451
19 Consumer Behavior and Channel Strategy = 452
IBM = 452
Store-Related Affect and Cognition = 454
Store Image = 455
Store Atmosphere = 456
Store-Related Behavior = 457
Store Contact = 457
Store Loyalty = 458
Store Environment = 459
Store Location = 459
Store Layout = 461
In-Store Stimuli = 462
Nonstore Consumer Behavior = 467
Catalog and Direct Mail Purchases = 468
Vending Machine Purchases = 468
Television Home Shopping = 468
Direct Sales Purchases = 469
Electronic Exchanges = 469
A Comparison of Consumer Purchase Modes = 471
Channel Strategy = 473
Commodity = 474
Conditions = 475
Competition = 475
Costs = 475
Coverage = 475
Competence = 476
Control = 477
Characteristics of Intermediaries = 477
Back to IBM = 477
MARKETING STRATEGY IN ACTION : Wal-Mart Store Inc. = 479
Notes = 481
Glossary = 511
Name Index = 523
Subject Index = 531
