CONTENTS
SECTION ONE INTRODUCTION = 2
CHAPTER 1 CONSUMER BEHAVIOR AND MARKETING STRATEGY = 4
Marketing Strategy and Consumer Behavior = 7
Market Analysis Components = 9
The Consumers = 9
The Company = 9
The Competitors = 11
The Conditions = 11
Target-Market Selection = 11
Product-Related Need Sets = 11
Customers Having Similar Need Sets = 12
Description of Each Group = 13
Attractive Segment(s) to Serve = 13
Marketing Strategy = 15
Product = 15
Price = 15
Distribution = 16
Communications = 17
Service = 18
Consumer Decision Process = 18
Outcomes = 18
Product／Brand Image = 18
Sales = 18
Customer Satisfaction = 18
The Nature of Consumer Behavior = 20
The Nature of Consumption = 21
Studying Consumer Behavior = 23
SECTION TWO EXTERNAL INFLUENCES = 28
CHAPTER 2 CROSS-CULTURAL VARIATIONS IN CONSUMER BEHAVIOR = 30
Demographics = 31
The Concept of Culture = 33
The Functioning of Culture = 36
Variations in Cultural Values = 37
Other-Oriented Values = 39
Environment-Oriented Values = 42
Self-Oriented Values = 44
Cultural Variations in Nonverbal Communications = 47
Time = 48
Space = 50
Friendship = 51
Agreements = 52
Things = 53
Symbols = 53
Etiquette = 54
Conclusions on Nonverbal Communications = 55
Cross-Cultural Marketing Strategy = 55
Considerations in Approaching a Foreign Market = 57
Summary = 60
CHAPTER 3 THE CHANGING AMERICAN SOCIETY : VALUES AND DEMOGRAPHICS = 66
Changes in American Values = 67
Self-Oriented Values = 68
Environment-Oriented Values = 69
Other-Oriented Values = 71
Marketing Strategy and Values = 73
Gender Roles in American Society = 73
Market Segmentation = 75
Product Strategy = 76
Marketing Communications = 76
Retail Strategy = 78
Demographics = 78
Population Size and Distribution = 78
Occupation = 79
Education = 80
Income = 81
Age Structure = 83
Summary = 88
CHAPTER 4 THE CHANGING AMERICAN SOCIETY : SUBCULTURES = 94
The Name of Subcultures = 96
Ethnic Subcultures = 97
African-Americans = 98
Demographics = 98
Consumer Groups = 98
Media Usage = 99
Marketing to African-Americans = 99
Summary on the African-American Subculture = 103
Hispanics = 103
Identification with Traditional Hispanic Culture = 104
Consumer Groups = 105
Marketing to Hispanics = 106
Asian-Americans = 109
Consumer Groups = 109
Marketing to Asian-Americans = 111
Regional Subcultures = 111
Summary = 113
CHAPTER 5 SOCIAL STRATIFICATION = 118
The Concept of Social Class = 121
Status Crystallization = 121
Social Structure in the United States = 122
Upper Americans(14 Percent) = 122
Middle Americans(70 Percent) = 126
Lower Americans(16 Percent) = 127
Conclusions on Social Structure in the United States = 129
The Measurement of Social Status = 129
Single-Item Indexes = 129
Multi-Item Indexes = 133
Which Scale Should Be Used? = 135
Social Stratification and Marketing Strategy = 135
Summary = 137
CHAPTER 6 GROUP INFLUENCES ON CONSUMER BEHAVIOR = 142
Types of Groups = 144
Reference Group Influences on the Consumption Process = 145
The Nature of Reference Group Influence = 147
Degree of Reference Group Influence = 147
Marketing Strategies Based on Reference Group Influences = 150
Personal Sales Strategies = 151
Advertising Strategies = 151
Roles = 152
Application of Role Theory in Marketing Practice = 152
Summary = 156
CHAPTER 7 GROUP COMMUNICATIONS = 162
Communication within Groups = 163
Opinion Leadership = 165
Situations in Which Opinion Leadership Occurs = 166
Opinion Leader Characteristics = 167
Marketing Strategy and Opinion Leadership = 167
Diffusion of Innovations = 169
Nature of Innovations = 169
Categories of Innovation = 171
Diffusion Process = 173
Marketing Strategies and the Diffusion Process = 177
Summary = 179
CHAPTER 8 HOUSEHOLD CONSUMPTION BEHAVIOR = 186
The Nature of American Households = 187
Types of Households = 187
Changes in Household Structure = 189
The Household Life Cycle = 190
Marketing Strategy Based on the Household Life Cycle = 196
Household Decision Marking = 196
Marketing Strategy and Household Decision Marking = 201
Consumer Socialization = 201
Summary = 203
SECTION TWO CASES
CASE 2-1 Europe 2005 = 208
CASE 2-2 The Copper Cricket = 210
CASE 2-3 Norelco Electric Shavers = 213
CASE 2-4 Sony versus Philips = 217
CASE 2-5 Frito Lay's Sunchip = 220
CASE 2-6 Nintendo = 222
CASE 2-7 Financial Services Market Opportunities = 224
CASE 2-8 Kellogg's Global Challenge = 226
CASE 2-9 Folgers and the Hispanic Market = 227
CASE 2-10 A. I. Steak Sauce and the African-American Market = 229
SECTION THREE INTERNAL INFLUENCES = 234
CHAPTER 9 PERCEPTION = 236
The Nature of Perception = 237
Exposure = 239
Attention = 240
Stimulus Factors = 242
Individual Factors = 246
Situational Factors = 246
Nonfocused Attention = 248
Interpretation = 249
Individual Characteristics = 250
Situational Characteristics = 251
Stimulus Characteristics = 252
Misinterpretation of Marketing Messages = 252
Memory = 253
Children's Informational Processing = 253
Perception and Marketing Strategy = 254
Retail Strategy = 254
Brand Name and Logo Development = 254
Media Strategy = 255
Advertisement and Package Design = 257
Advertising Evaluation = 259
Summary = 261
CHAPTER 10 LEARNING, MEMORY, AND PRODUCT POSITIONING = 268
Nature of Learning = 269
Learning under Conditions of High and Low Involvement = 270
Conditioning = 271
Cognitive Learning = 276
Summary on Learning Theories = 276
General Characteristics of Learning = 277
Strength of Learning = 277
Extinction = 283
Stimulus Generalization = 283
Stimulus Discrimination = 286
Response Environment = 286
Conclusions on Consumer Learning = 287
Memory = 287
Long-term Memory = 287
Short-term Memory = 287
Product Positioning Strategy = 289
Summary = 289
CHAPTER 11 MOTIVATION, PERSONALITY, EMOTION, AND SELF-CONCEPT = 198
The Nature of Motivation = 299
Theories of Motivation = 300
Maslow's Hierarchy on Needs = 301
McGuire's Psychological Motives = 302
Motivation Theory and Marketing Strategy = 304
Marketing Strategy Based on Multiple Motives = 305
Marketing Strategies Based on Motivation Confict = 307
Personality = 309
Individual Personality Theories = 309
Social Learning Theories = 311
A Combined Approach = 311
The Use of Personality in Marketing Practice = 311
Emotion = 312
Types of Emotions = 313
Emotions and Marketing Strategy = 313
Emotion Arousal as a Product Feature = 314
Emotion Reduction as a Product Benefit = 315
Emotion in Advertising = 315
Self-Concept = 317
Measuring Self Concept = 318
Using Self-Concept to Position Products = 318
Summary = 320
CHAPTER 12 LIFESTYLE = 326
The Nature of Lifestyle = 327
Measurement of Lifestyle = 328
The VALS Lifestyles = 331
Geo-Lifestyle Analysis(PRIZM) = 338
International Lifestyles : GLOBAL SCAN = 341
Summary = 343
Appendix : PRIZM Lifestyle Clusters = 348
CHAPTER 13 ATTITUDES AND INFLUENCING ATTITUDES = 354
Attitude Components = 356
Cognitive Component = 356
Affective Component = 358
Behavioral Component = 359
Component Consistency = 359
Measurement of Attitude Components = 361
Attitude Change Strategies = 361
Change the Affective Component = 361
Change the Behavioral Component = 361
Change the Cognitive Component = 364
Communication Characteristics That Influence Attitude Formation and Change = 366
Source Characteristics = 366
Appeal Characteristics = 368
Message Structure Characteristics = 371
Market Segmentation and Product Development Strategies Based on Attitudes = 373
Market Segmentation = 373
Product Development = 376
Summary = 376
SECTION THREE CASES
CASE 3-1 Bayer Aspirin's Line Extension = 383
CASE 3-2 Calgene Inc. Versus the Pure Food Campaign = 384
CASE 3-3 Texaco's CleanSystem 3 = 386
CASE 3-4 Made in Mexico = 387
CASE 3-5 Nature's Way Homeopathic Drugs = 388
CASE 3-6 Grinstead Inns = 389
CASE 3-7 Levi Strauss = 393
CASE 3-8 The Sugar Association, Inc. = 395
CASE 3-9 Weyerhauser and Branded Lumber = 396
CASE 3-10 Sprite Billboard Advertising Test = 398
SECTION FOUR CONSUMER DECISION PROCESS = 402
CHAPTER 14 SITUATIONAL INFLUENCES = 404
Types of Situations = 405
The Communications Situation = 405
The Purchase Situation = 406
The Usage Situation = 406
Characteristics of Situational Influence = 406
Situational Classification = 408
Physical Surroundings = 408
Social Surroundings = 411
Temporal Perspectives = 412
Task Definition = 412
Antecedent States = 413
Situational Influences and Marketing Strategy = 414
Summary = 415
CHAPTER 15 CONSUMER DECISION PROCESS AND PROBLEM RECOGNITION = 422
Types of Consumer Decisions = 423
Habitual Decision Making = 425
Limited Decision Making = 426
Extended Decision Making = 426
Marketing Strategy and Types of Consumer Decisions = 426
The Process of Problem Recognition = 426
The Nature of Problem Recognition = 427
The Desire to Resolve Recognized Problems = 428
Types of Consumer Problems = 428
Uncontrollable Determinants of Problem Recognition = 429
Marketing Strategy and Problem Recognition = 429
Measuring Consumer Problems = 430
Reacting to Problem Recognition = 431
Activating Problem Recognition = 431
Suppressing Problem Recognition = 436
Summary = 436
CHAPTER 16 INFORMATION SEARCH = 442
Nature of Information Search = 444
Types of Information Sought = 445
Evaluative Criteria = 445
Appropriate Alternatives = 445
Alternative Characteristics = 446
Sources of Information = 447
Amount of External Information Search = 450
Costs versus Benefits of External Search = 452
Market Characteristics = 453
Product Characteristics = 454
Consumer Characteristics = 455
Situation Characteristics = 455
Marketing Strategies Based on Information Search Patterns = 456
Maintenance Strategy = 456
Disrupt Strategy = 456
Capture Strategy = 457
Intercept Strategy = 458
Preference Strategy = 459
Acceptance Strategy = 460
Summary = 461
CHAPTER 17 ALTERNATIVE EVALUATION AND SELECTION = 466
Evaluative Criteria = 468
Nature of Evaluative Criteria = 468
Measurement of Evaluative Criteria = 470
Individual Judgment and Evaluative Criteria = 474
Accuracy of Individual Judgments = 474
Use of Surrogate Indicators = 475
Evaluate Criteria, Individual Judgments, and Marketing Strategy = 476
Decision Rules = 477
Conjunctive Decision Rule = 478
Disjunctive Decision Rule = 478
Elimination-by-Aspects Decision Rule = 479
Lexicographic Decision Rule = 479
Compensatory Decision Rule = 480
Marketing Applications of Decision Rules = 481
Summary = 482
CHAPTER 18 CUTLET SELECTION AND PURCHASE = 486
Outlet Choice versus Product Choice = 488
Attributes Affecting Retail Outlet Selection = 488
Outlet Image = 488
Retail Advertising = 491
Outlet Location and Size = 493
Consumer Characteristics and Outlet Choice = 494
Perceived Risk = 494
Shopping Orientation = 496
In-Store Influences That Alter Brand Choices = 497
The Nature of Unplanned Purchases = 498
Point-of-Purchase Displays = 501
Price Reductions and Promotional Deals = 501
Store Layout = 503
Store Atmosphere = 503
Stockouts = 504
Sales Personnel = 505
Purchase = 506
Summary = 506
CHAPTER 19 POSTPURCHASE PROCESSES, CUSTOMER SATISFACTION, AND CUSTOMER COMMITMENT = 512
Postpurchase Dissonance = 513
Product Use = 515
Disposition = 517
Product Disposition and Marketing Strategy = 519
Purchase Evaluation = 521
The Evaluation Process = 521
Dissatisfaction Responses = 523
Customer Satisfaction, Repeat Purchases, and Customer Commitment = 525
Repeat Purchasers, Committed Customers, and marketing Strategy = 527
Summary = 529
SECTION FOUR CASES
CASE 4-1 Fisherman's Friend = 534
CASE 4-2 South Hills Mall Kids' Club = 535
CASE 4-3 Federated Stores = 537
CASE 4-4 Condoms = 539
CASE 4-5 RCA and GE Televisions = 541
CASE 4-6 A Product Failure at Saturn = 543
CASE 4-7 Supermarket Positioning Strategies = 544
CASE 4-8 Starbucks Gourmet Coffee = 544
SECTION FIVE ORGANIZATIONS AS CONSUMERS = 548
CHAPTER 20 ORGANIZATIONAL BUYER BEHAVIOR = 550
Overall Model of Organizational Buyer Behavior = 552
Organization Style = 552
Factors Influencing Organizational Style = 553
Organizational Activities／Objectives = 553
Organizational Values = 554
Organizational Demographics = 556
Reference Groups = 558
Decision-Making Unit = 558
Perception = 561
Motives and Emotions = 563
Learning = 563
Purchase Situation = 564
Organizational Decision Process = 565
Problem Recognition = 566
Information Search = 568
Evaluation and Selection = 568
Purchase and Decision Implementation = 569
Usage and Postpurchase Evaluation = 570
Summary = 570
SECTION FIVE CASES
CASE 5-1 Rydco, Inc. = 575
CASE 5-2 Loctite Corporation = 577
CASE 5-3 American Vinyl Siding, Inc. = 579
SECTION SIX CONSUMER BEHAVIOR, MARKETING PRACTICE, AND SOCIETY = 582
CHAPTER 21 CONSUMERISM, REGULATORY ISSUES, AND CAUSE MARKETING = 584
Consumerism = 586
Regulatory Issues = 587
Marketing to Children = 587
Consumer Information = 595
Product Issues = 603
Pricing Issues = 603
Cause Marketing = 603
Summary = 605
SECTION SIX CASES
CASE 6-1 Code of Comparative Price Advertising of the Better Business Bureaus, Inc. = 610
CASE 6-2 People for the Ethical Treatment of Animals = 613
CASE 6-3 Consumer Advertising of ORTHONOVU 7／7／7 Birth Control Pills = 614
CASE 6-4 "Old Joe the Camel" Cigarette Advertising = 616
Appendix A
Consumer Research Methods = 620
Appendix B
Consumer Behavior Audit = 628
Name Index = 635
Case Index = 639
Subject Index = 640
