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| 001 | 000000921546 | |
| 005 | 19990120102015.0 | |
| 008 | 940728s1995 ohua b 001 0 eng | |
| 010 | ▼a 94030946 | |
| 020 | ▼a 0538844337 | |
| 040 | ▼a DLC ▼c DLC ▼d DLC ▼d 244002 | |
| 049 | 0 | ▼l 151032002 |
| 050 | 0 0 | ▼a HF5415.3 ▼b .A83 1995 |
| 082 | 0 0 | ▼a 658.8/342 ▼2 20 |
| 090 | ▼a 658.8342 ▼b A844c5 | |
| 100 | 1 | ▼a Assael, Henry. |
| 245 | 1 0 | ▼a Consumer behavior and marketing action / ▼c Henry Assael. |
| 250 | ▼a 5th ed. | |
| 260 | ▼a Cincinnati, Ohio : ▼b South-Western College Pub., ▼c c1995. | |
| 300 | ▼a 1 v. (various pagings) : ▼b ill. (some col.) ; ▼c 24 cm. | |
| 504 | ▼a Includes bibliographical references and indexes. | |
| 650 | 0 | ▼a Consumer behavior. |
| 650 | 0 | ▼a Motivational research (Marketing). |
소장정보
| No. | 소장처 | 청구기호 | 등록번호 | 도서상태 | 반납예정일 | 예약 | 서비스 |
|---|---|---|---|---|---|---|---|
| No. 1 | 소장처 세종학술정보원/사회과학실(4층)/ | 청구기호 658.8342 A844c5 | 등록번호 151032002 (1회 대출) | 도서상태 대출가능 | 반납예정일 | 예약 | 서비스 |
컨텐츠정보
책소개
This text ties together a conceptual foundation of consumer behaviour with an applications orientation. It is intended for undergraduate-level courses in consumer behaviour and also as an introductory course at MBA level.
정보제공 :
저자소개
Henry Assael(지은이)
<소비자행동론>
목차
CONTENTS PART Ⅰ CONSUMER BEHAVIOR : A MANAGERIAL AND CONSUMER PERSPECTIVE = 1 1 Introduction = 3 Levi Strauss & Co. Begins to Focus on the Consumer = 3 Consumer Behavior and Marketing Action = 4 A Historical Perspective = 7 Development of the Marketing Concept = 8 Implications for Consumer Behavior = 9 Avon Products : Shifting from a Sales to a Consumer Orientation = 11 Strategic Applications of Consumer Behavior = 14 Defining and Segmenting Markets = 14 Determining the Needs of the Target Segment = 15 Developing Marketing Strategies = 15 Evaluating Marketing Strategies = 16 Assessing Future Customer Behavior = 16 Strategic Applications Summarized = 16 A Model of Consumer Behavior = 17 Organization of This Text = 18 Part Two : Consumer Decision Making = 19 Part Three : The Individual consumer = 21 Part Four : Environmental Influences = 22 Part Five : Communications = 23 Consumer Behavior from a Consumer's Perspective = 25 Managerial Versus Consumer Perspectives = 26 Consumerism = 26 Summary = 27 Questions = 28 Research Assignments = 29 Notes = 29 2 Consumerism = 31 The Body Shop : A Focus on Consumer Rights and Corporate Responsibility = 31 Consumerism = 33 Role of Consumer Activists and organizations = 33 The Role of Government = 35 The Role of Business Organizations = 36 Consumerism : A Global Perspective = 36 The History of Consumerism in America = 39 Three Periods of Consumerism from 1890 to 1980 = 39 Decline in Consumerism in the 1980s = 40 The Rebirth of Consumerism in the 1990s = 41 The New Environmentalism = 41 Advertising health Claims = 49 Advertising to Children = 51 Additional Consumer Rights = 54 The Right to Safety = 55 The Right to Be Informed = 56 The Right to Choose = 59 The Right to Be Heard = 59 The Right to Be a Minority Consumer Without Disadvantage = 61 Summary = 62 Questions = 63 Research Assignments = 64 Notes = 65 PART Ⅱ CONSUMER DECISION MAKING = 69 3 Complex Decision Making = 71 Will Saturn Change Consumer Attitudes Toward GM Cars? = 71 Consumer Involvement and Complex Decision Making = 72 Types of Involvement = 74 A Model of Consumer Involvement = 74 Multidimensional Nature of Involvement = 76 Cross-Cultural Nature of Consumer Involvement = 77 Importance and Limitations of a Consumer Model = 78 Importance = 78 Limitations = 79 A Model of Complex Decision Making = 80 Need Arousal = 82 Input Variables = 84 Consumer's Psychological Set = 86 Stimulus Exposure = 88 Need Recognition = 89 Consumer Information Processing = 89 Perception of Stimuli = 90 Memory = 91 Search for Additional Information = 91 Brand Evaluation = 92 Benefit Association = 92 Expected Satisfaction = 93 Purchase and Postpurchase Evaluation = 93 Intention to Buy = 93 No Purchase = 94 Purchase = 95 Postpurchase Evaluation = 95 Symbolic Purchasing Behavior = 97 Complex Decision Making and Store Choice = 101 A Model of Store Choice = 101 Store Choice and Brand Choice = 103 Summary = 103 Questions = 104 Research Assignments = 106 Notes = 107 4 Consumer Learning, Habit and Brand Loyalty = 109 The Marlboro Cowboy : Brand Loyalty Isn't What it Used to Be = 109 Consumer Learning = 110 Classical Conditioning = 111 Instrumental Conditioning = 116 Cognitive Learning = 120 Relevance of the Cognitive Versus the Behaviorist Perspective = 124 Vicarious Learning = 124 Habit = 125 A Model of Habitual Purchasing Behavior = 125 Habit and Information Seeking = 126 Functions of Habit = 127 Strategic Implications of Habit Versus Complex Decision Making = 127 Inducing a Switch from Habit to Decision Making = 129 Brand Loyalty = 131 Behavioral Approach to Brand Loyalty = 132 Cognitive Approach to Brand Loyalty = 134 Brand-Loyal consumer = 134 Brand Loyalty and Product Involvement = 135 Decrease in Brand Loyalty in the 1990s = 135 Store Loyalty = 136 Store-Loyal Consumer = 136 Level of Store Loyalty = 137 Societal Implications of Brand and Store Loyalty = 137 Implications for Brand Loyalty = 137 Implications for Store Loyalty = 138 Summary = 138 Questions = 139 Research Assignments = 140 Notes = 141 5 Low Involvement Decision Making = 145 Kellogg's Increases Involvement with Cereals = 145 Importance of a Low Involvement Perspective = 147 Involvement and the Hierarchy of Effects = 147 Low Involvement Hierarchy = 149 Low Involvement Decision Criteria = 150 Four Types of Consumer Behavior = 151 Complex Decision Making and Brand Loyalty = 151 Inertia = 152 Limited Decision Making = 153 Unplanned Purchasing Behavior = 154 Types of Unplanned Purchases = 154 Scope of Unplanned Purchases = 155 Three Theories of Low Involvement Consumer Behavior = 156 Krugman's Theory of Passive Learning = 156 Consumer Behavior Implications of Passive Learning = 157 Sherif's Theory of Social Judgment = 159 Elaboration Likelihood Model = 161 Strategic Implications of Low Involvement Decision Making = 164 Marketing Strategy = 164 Strategic Issues = 170 Societal Implications of Low Involvement Decision Making = 174 Summary = 176 Questions = 177 Research Assignment = 179 Notes = 179 PART Ⅲ THE INDIVIDUAL CONSUMER = 183 6 Consumer Perceptions = 185 Consumer Perceptions : Clear Products Are In, Color Is Out = 185 Marketing Stimuli and Consumer Perceptions = 186 Stimulus Characteristics Affecting Perception = 188 Consumer Characteristics Affecting Perception = 191 Perceptual Selection = 196 Exposure = 197 Attention = 198 Selective Perception = 199 Perceptual Organization = 204 Closure = 205 Grouping = 205 Context = 206 Perceptual Interpretation = 208 Perceptual Categorization = 209 Perceptual Inference = 212 Price Perceptions = 214 Price Expectations = 215 Actual Versus Reference Prices = 216 Price-Quality Relationship = 217 Summary = 218 Questions = 219 Research Assignments = 219 Notes = 221 7 Consumer Information Processing = 225 The Eveready Bunny : Consumers Wind Up Processing the Wrong Message = 225 Consumer Information Acquisition = 226 Determinants of Information Search = 228 Sources of Information = 229 Amount of Information Search = 230 Limits of Information Acquisition = 231 Strategic Implications of Information Acquisition = 232 Consumer Information Processing = 235 An Information Processing Model = 235 Memory Processes = 238 Retrieval = 242 Brand Evaluation = 243 Measuring Brand Evaluation = 250 Perceived Risk = 251 Strategic Implications of Information Processing = 254 Memory Processes = 254 Brand Evaluation = 255 Perceived Risk = 255 Societal Implications of Information Processing = 256 More or Less Information? = 256 Compensatory or Noncompensatory Processing? = 257 Age-Related Information Processing = 257 Summary = 258 Questions = 259 Research Assignments = 261 Notes = 262 8 Consumer Attitudes = 265 Changing Attitudes : Can AT&T Redefine Itself Among Younger Consumers? = 265 Nature of Consumer Attitudes = 266 Three Components of Attitudes = 267 Measuring the Attitudinal Components = 270 Attitudes and Consumer Involvement = 273 Attitude Development = 274 Functions of Attitudes = 275 Role of Attitudes in Developing Marketing Strategy = 278 Define Benefit Segments = 278 Develop New Products = 278 Develop and Evaluate Promotional Strategies = 279 Relationship Between Beliefs and Attitudes = 280 Heider's Balance Theory = 281 Fishbein's Multiattribute Model = 282 Relationship Between Attitudes and Behavior = 285 Fishbein's Theory of Reasoned Action = 285 Studies of the Relationship of Attitudes to Behavior = 287 Relationship Between Intention to Buy and Behavior = 288 Relationship of Behavior to Attitudes = 289 Factors Inhibiting the Relationship Among Beliefs, Attitudes, and Behavior = 290 Summary = 291 Questions = 292 Research Assignments = 293 Notes = 294 9 Attitude Reinforcement and Change = 297 Changing Attitudes at Kmart : From the Polyester Palace to High-Fashion Retailer = 297 Communications Process = 298 Source = 299 Encoding = 299 Transmission = 300 Decoding and Action = 300 Feedback = 300 Conditions for Attitude Reinforcement and Change = 301 Attitude Change Before a Purchase = 305 Attitudinal Theories and Attitude Change = 305 Processing Models and Attitude Change : The Elaboration Likelihood Model = 312 Cognitive Responses and Attitude Change in High Involvement Processing = 313 Cognitive Response and Attitude Change in Low Involvement Processing = 313 Attitude Change After a Purchase = 314 Dissonance Theory = 314 Attribution Theory = 315 Passive Learning = 315 Types of Strategies for Attitude Reinforcement and Change = 316 Strategies to Reinforce Attitudes = 316 Strategies to Change Attitudes = 321 Societal Applications of Attitude Change = 323 Summary = 324 Questions = 325 Research Assignments = 327 Notes = 328 10 Demographics and Social Class = 331 BMW Targets a Key Demographic Group : Professional Women = 331 Nature of Demographic Characteristics = 333 Population Growth = 334 Birthrate = 334 Life Expectancy = 335 Immigration = 336 Changing Age Composition of U.S. Market = 336 Baby Boomers (30 to 49) = 337 Baby Busters (13 to 29) = 340 Teens (13 to 17) = 341 Preteens (8 to 12) = 343 Mature Market (50-Plus) = 344 Changing Family Composition = 347 Regional Differences = 349 Socioeconomic Trends = 350 Occupational Status : Increase in the Proportion of Working Women = 351 Income = 352 Education = 354 Using Demographics to Develop Marketing Strategy = 355 Identifying Market Segments = 355 Selecting Media = 356 Evaluating the Potential for New Products = 357 Social Class Influences = 357 Nature of Social Class = 358 Social Class Categories and Measurement = 358 Profiles of the Social Classes = 360 Is America Becoming a Classless Society? = 363 Applications of Social Class to Marketing Strategy = 363 Summary = 366 Questions = 367 Research Assignments = 369 Notes = 370 11 Personality and Lifestyle Influences = 373 Conagra Targets a Healthier Lifestyle = 373 Personality = 375 Psychoanalytic Theory = 375 Social Theory = 378 Self-Concept Theory = 379 Trait Theory = 382 Limitations of Personality Variables = 383 Lifestyle = 384 Changing Lifestyle Trends of American Consumers in the 1990s = 385 Measuring Lifestyle Characteristics = 398 Applications of Lifestyle Characteristics to Marketing Strategies = 403 Summary = 404 Questions = 405 Research Assignments = 407 Notes = 408 12 Market Segmentation and Product Positioning = 411 Goodyear Tire Segments Consumers Globally = 411 Identifying Market Segments = 413 Benefit Segmentation = 414 Behavioral Segmentation = 416 Segmenting by Response Elasticity = 421 Quantitative Techniques for Market Segmentation = 424 Market Segmentation Strategies = 425 Identifying and Evaluating a Product's Position = 427 Developing a Product Vocabulary = 428 Developing Alternative Positionings = 429 Testing the Product's Position Relative to Competition = 429 Using Quantitative Techniques for Positioning = 431 Marketing Applications of Product Positioning = 432 Positioning New Products = 432 Positioning Existing Products = 433 Product Positioning Strategies = 438 Consumer Positioning Strategies = 438 Competitive Positioning Strategies = 439 Societal Implications of Segmentation and Positioning Strategies = 442 Summary = 442 Questions = 443 Research Assignments = 445 Notes = 445 PART Ⅳ ENVIRONMENTAL INFLUENCES ON CONSUMER BEHAVIOR = 449 13 Cultural Influences = 451 McDonald's : A Strategy to Reflect Cultural Values = 451 Nature of Culture = 453 Cross-Cultural and Subcultural Influences = 453 Cultural Values = 454 Characteristics of Cultural Values = 455 Traditional American Values = 457 Identifying Cultural Values = 460 Cultural Values and Consumer Behavior = 463 Means-End Chain = 464 Laddering = 465 Culture and Products = 465 Role of Product Symbolism = 468 Semiotics = 470 Products as Fantasies and Myths = 470 Culture and Consumption = 471 Consumption Rituals = 471 Sacred and Secular Consumption = 472 Changes in Cultural Values in the 1990s = 473 New Reality = 474 Greater Traditionalism = 475 Emphasis on Self-Fulfillment = 476 New Materialism = 477 Societal Implications of Cultural Values = 477 Summary = 479 Questions = 480 Research Assignments = 481 Notes = 481 14 Cross-Cultural and Subcultural Influences = 483 Levi Strauss & Co. Thinks Globally but Acts Locally = 483 Cross-Cultural Influences = 485 Cultural Variations Influencing Consumer Behavior = 486 Global Influences on Behavior = 491 Limits of Global Influences = 494 Applications of Cross-Cultural and Global Influences = 495 Flexible Globalization = 498 Subcultural Influences = 500 Characteristics of Subcultures = 500 United States : Melting Pot or Salad Bowl? = 500 Types of Subcultures = 501 African-American Subculture = 503 Hispanic-American Subculture = 509 Asian-American Subculture = 513 Societal Implications of Cross-Cultural and Subcultural influences = 516 Cross-Cultural Issues = 516 Subcultural Issues = 518 Summary = 518 Questions = 519 Research Assignments = 521 Notes = 522 15 Reference Group Influences = 525 From Pudding Pops to Nikes : Advertisers Use Celebrities to Mirror Group Influences = 525 When Do Reference Groups Exert Influence? = 527 Types of Reference Groups = 528 Membership Groups = 528 Aspiration Groups = 531 Nature of Reference Groups = 531 Norms = 531 Roles = 532 Status = 532 Socialization = 533 Power = 533 Reference Group Influences on Consumers = 534 Informational Influence = 535 Comparative Influence = 535 Normative Influence = 537 Information, Comparison, or Conformity? = 540 Group Influence by Type of Product = 542 Strategic Applications of Reference Group Influences = 544 Advertising Strategies = 544 Personal Selling Strategies = 549 Societal Implications of Reference Group Influences = 551 Summary = 551 Questions = 552 Research Assignments = 553 Notes = 554 16 Family Influences = 557 Tyson Targets Both Kids and Their Parents = 557 Households and Families = 558 A Model of Family Decision Making = 559 Joint Decision Making = 561 Role Specification = 562 Conflict Resolution = 563 Husband-Wife Influences = 567 Type of Product Considered = 567 Stage in Decision Making = 568 Nature of Purchase Influence = 569 Family Characteristics = 569 Changing Patterns of Husband-Wife Influences = 570 Parent-Child Influences = 572 Consumer Socialization of Children = 572 Children's Influence in the Purchasing Process = 577 Mother-Child Interaction = 579 Parent Versus Peer Group Influence Among Adolescents = 581 Family Life Cycle = 581 Traditional Family Life Cycle = 582 Nontraditional Family Life Cycle Categories = 584 Family Decision Making and Marketing Strategies = 585 Advertising Messages = 585 Media = 585 Product Development = 587 Pricing = 587 Distribution = 587 Measurement of Family Influence = 588 Whom to Interview = 588 How to Measure Influence = 588 Societal Implications of Family Influence = 589 Increased Parent-Child Conflict = 589 Undesirable Consumer Socialization = 589 Alternative Solutions = 590 Summary = 590 Questions = 591 Research Assignments = 592 Notes = 593 17 Situational Influences = 599 Timex Positions its Watches by Usage Situations = 599 Nature of Situational Influences = 600 Types of Situations = 600 Characteristics of Consumption and Purchase Situations = 606 Development of Situational Inventories = 607 Limited Use of Situational Variables = 608 A Model of Situational Influences = 609 Situation Versus Product = 611 Interaction of Situation Product, and Consumer = 612 Contiguity Between Situation and Behavior = 614 Situational Influences on Consumer Behavior = 615 Influence of Situation on Product Attitudes = 615 Influence of Situation on Product Choice = 616 Influence of Situations on Decision Making = 617 Use of Situational Variables in Marketing Strategy = 618 Market Segmentation = 618 New Product Development = 619 Product Positioning = 619 Advertising = 623 Distribution = 624 Summary = 624 Questions = 625 Research Assignments = 626 Notes = 628 PART Ⅴ COMMUNICATIONS PROCESSES = 631 18 Word-of-Mouth Communication and Opinion Leadership = 633 Corona Succeeds Based on Word-of-Mouth = 633 Importance of Word-of-Mouth Communication = 634 Nature of Word-of-Mouth Communication = 635 Type of Word-of-Mouth Communication = 636 Process of Word-of-Mouth Communication = 636 Conditions for Word-of-Mouth Communication = 642 Motives for Engaging in Word-of-Mouth Communication = 646 Word-of-Mouth and the Customer-Salesperson Interaction = 647 Determining Customer Needs = 647 Developing the Sales Strategy = 649 Communicating the Sales Strategy = 649 Evaluating the Sales Approach = 651 Opinion Leadership = 652 Nature of Opinion Leadership = 652 Characteristics of the Opinion Leader = 655 Methods to Identify Opinion Leaders = 657 Sociometric Technique = 657 Key Informant Method = 658 Self-Designating Technique = 658 Strategic Applications of Word-of-Mouth Communication = 659 Stimulating Word-of-Mouth Communication Through Product Trial = 659 Stimulating Word-of-Mouth Communication Through Advertising = 660 Stimulating Word-of-Mouth Communication = 660 Portraying Communications from Opinion Leaders = 661 Societal Implications of Stimulating Word-of-Mouth Communication = 662 Summary = 663 Questions = 664 Research Assignments = 666 Notes = 666 19 The Diffusion of Innovations = 669 Post-It Notes : An Example of Diffusion = 669 Importance of New Products = 671 Profitability and the Product Life Cycle = 671 Diffusion Research and Marketing Strategy = 672 What Is an Innovation? = 673 Technological Innovations = 673 Symbolic Innovations = 675 Diffusion Process = 676 Adoption Decision = 676 Time = 683 Target Market = 688 Communication in the Diffusion Process = 689 Cultural Context of Diffusion = 694 Innovativeness and the Diffusion Process = 696 Nature of Innovativeness = 696 Characteristics of the Innovator = 698 Measuring Innovativenes = 701 Strategic Applications of Diffusion Theory = 702 Adoption = 702 Rate of Diffusion = 702 Summary = 704 Questions = 705 Research Assignments = 706 Notes = 707 20 Marketing Communications = 711 McDonald's Communicates Benefits While Burger King Flounders = 711 Marketing Communications Process = 713 Advertising Process = 713 Barriers to Communications = 716 Results of Communications = 718 Source Effects in Marketing Communications = 719 Source Credibility = 719 Source Attractiveness = 721 Source Versus Message Effects = 722 Effects of the Message = 724 One-Sided Versus Two-Sided Appeals = 724 Comparative Advertising = 726 Fear Appeals = 728 Humor in Advertising = 729 Media Effects = 732 Differences Within Media = 732 Differences Between Media = 733 Consumer Processing of Marketing Communications = 733 Source Evaluation = 734 Message Evaluation = 735 Media Evaluation = 737 Communications Feedback = 738 Societal Implications of Marketing Communications = 741 Deceptive Advertising = 741 Irresponsible Advertising = 741 Summary = 743 Questions = 744 Research Assignments = 745 Notes = 745 Glossary = G-1 Name Index = I-1 Company Index = I-8 Subject Index = I-11