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CONTENTSPart 1 Introduction to theStudy of Consumer Behavior1 The Diversity of Consumer BehaviorWhat Is Consumer Behavior?Personal Consumers Versus Organisalional ConsumersBuyers and UsersWhy We Study Consumer BehaviorWhy the Field of Consumer Behavior DevelopedDevelopment ofthe Marketing ConceptThe Role of Corisumer ResearchEthics In MarketingBusiness School EducationThe Consumer Movement .Ethics and the Corporate EnvironmentPlanoftheBookSummaryDiscussion QuestionsExercisesKey TennsEndnotes2 ConsumerResearchHistory of Consumer ResearchThe Modemist Era.PostmodemismCombining Positivisl and Interpretivist Research FindingsThe Consumer Research ProcessDeveloping Research ObjectivesCollecting Secondary DataDesigning Primary ResearchData Collection .AnalysisReport PreparationConducting a Research StudyResearch Methods and ToolsSummaryDiscussion QuestionsExercisesKey TermsEndnotes3 Market SegmentationWhatls MarketSegmentation?Who Uses Market Segmentation?How Marketers UseSegmentationBases for SegmentationGeographic SegmentationDemographic SegmentationPsychological/PsychographicSegmentationSociocultural SegmentationUse-Reldted SegmentationUse-Situafion SegmentationBenefit SegmentationHybrid Segmentation ApproachesCritcria for Effective Targeting of Market SegmentsIdentificationSufficiencyStabilityAccessibilityImplementing Segmentation StrategiesConcentrated Versus Differentiated MarketingCountersegmentationSummaryDiscussion QuestionsExercisesKey TennsEndnotesPart 11 The Consumer As An Individual4 Consumer Needs and MotivationWhat Is Motivation?MotivationNeedsGoalsPosilive and Negative MotiyationRational Versus Emotional MotivesThe Dynamic Nature of Motivation,Needs and Goals are Constantly ChangingSubstitute GoalsFrustrationArousal ofMotivesTypes and Systems of NeedsDiversity ofNeed SystemsThe Measurement ofMotivesMotivational ResearchDevelopment of Motivational ResearchMotivational Research TodaySummaryDiscussion QuestionsExercisesKey TermsEndnotes5 Personality and Consumer BehaviorWhat Is Personality?The Nature of PersonalityTheories of PersonalityFreudian TheoryJungian Personality TypesNeo-Freudian Personality TheoryTrait TheoryPersonality and Understanding Consumer DiversityConsumer Innovativeness and Related Personality TraitsConsumer Susceptibility to Interpersonal InfluenceCognitive Personality FactorsFrom Conswner Materialism to Compulsive ConsumptionConsumer Ethnocentrism: Responses to Foreign-Made ProductsSelf and Self-ImagesOne or Multiple SelvesThe Makeup ofthe Self-lmageThe Extended SelfAltering the SelfSummaryDiscussion QuestionsExercisesKey TermsEndnotes6 Consumer PerceptionWhat Is Perception?PerceptionSensationThe Absolute ThresholdThe Differential ThresholdSubliminal PerceptionThe Dynamics of PerceptionPerceptual SelectionPerceptual OrganizationPerceptual InterpretationConsumer ImageryProduct and Service ImagesPerceived QualityStore ImageManufacturer''s ImageSummaryDiscussion QuestionsExercisesKey TermsEndnotes7 Learning and Consumer InvolvementWhat Is Leaming?MotivationCuesResponseReinforcementBehavioral Leaming TheoriesClassical ConditioningInstrumental ConditioningCognitive Leaming TheoryInformation ProcessingInvolvement TheoryBrand Loyalty and Brand EquityDeveloping Brand LoyaltyBrand EquitySummaryDiscussion QuestionsExercisesKey TennsEndnotes8 The Nature of Consumer AttitudesWhat Are Attitudes?TheAttitude "Object"Attitudes Are a Leamed PredispositionAttitudes Have ConsistencyStructural Models of AttitudesTricomponent Attitude ModeiMulti-Attribule Attitude ModelsAttitude-Toward-the-Ad ModelsSummaryDiscussion QuestionsExercisesKey TermsEndnotes9 ConsumerAttitude Formation and ChangeAttitude FormationHow Attitudes are LeamedSources oflnfluence on Attltude FormationPersonality FactorsAttitude ChangeStrategies ofAttitude ChangeBehavior Can Precede or Follow Attitude FormationCognitive Dissonance TheoryAttribution TheorySummaryDiscussion QuestionsExercisesKey TennsEndnotes10 Communication and PersuasionComponents of CommunicationThe Communications ProcessThe Message Initiator (The Source)The Target Audience (The Receivers)Feedback-The Receiver''s ResponseDesigning Persuasive CommunicationsCommunicatwns StrategyMedia StrategyMessage StrategiesCrisis Communications StrategiesSummaryDiscussion QuestionsExercisesKey TermsEndnotesPart III Consumers in TheirSocial and Cultural Settings11 Group Dynamics and ConsumerReference GroupsWhat Is a Group?Types ofGroupsConsumer-Relevant GroupsReference GroupsWhat Is a Reference Group?Factors That Affect Reference Group InfluenceReference Groups and Consumer ConformityApplications of the Reference Group ConceptCelebritiesThe ExpertThe "Common Man"The Executive SpokespersonOther Reference Group AppealsBenefits ofthe Reference Group AppealSummaryDiscussion QuestionsExercisesKey TermsEndnotes12 The FamilyWhat Is a Family?Functions of the FamilyEconomic Well-BeingEmotional SupportSuitable Family LifestylesSocialization ofChildren and Other Family MembersFamily Decision MakingFamily RolesDynamics of Husband/Wife Decision MakingChildrenThe Family Life CycleTraditional Family Life CycleModifications to the FLCSummaryDiscussion QuestionsExercisesKey TermsEndnotes13 Social Class and Consumer BehaviorWhat Is Social Class?Social Class and Social StatusSocial-Class CategoriesThe Measurement of Social ClassSubjective MeasuresReputational MeasuresObjective MeasuresLifestyle Profiles of the Social ClassesSocial-Class MobilitySigns ofDownward MobilityGeodemographic ClusteringThe Affluent ConsumerThe Media Exposure ofthe Affluent ConsumerSegmenting the Affluent MarketThe Non-Affluent ConsumerSelected Consumer Behavior Applications of Social ClassClothing, Fashion, and ShoppingThe Pursuit ofLeisureSaving, Spending, and CreditSocial Class and CommunicationSummaryDiscussion QuestionsExercisesKey TermsEndnotes14 The Influence of Culture onConsumer BehaviorWhat Is Culture?Characteristics of CultureThe Invisible Hand ofCultureCulture Satisfies NeedsCulture Is LeamedCulture Is SharedCulture Is DynamicThe Measurement of CultureContent AnalysisConsumer FieldworkValue Measurement Survey InstrumeMsThe Yankelovich MONITORDYG SCAN-An Environmental Scanning ProgramAmerican Core ValuesAchievement and SuccessActivityEfficiency and PracticalityProgressMaterial ComfortIndividualismFreedomExtemal ConformityHumanitarianismYouthfulnessFitness and HealthCore Values Are Not an American PhenomenonSummaryDiscussion QuestionsExercisesKey TennsEndnotes15 Subcultural Aspects of Consumer BehaviorWhat Is Subculture?Nationality SubculturesHispanic SubculfuresThe Impact of Nationalily SubculturesReligious SubculturesGeographic and Regional SubculturesRacial SubculturesThe African-American ConsumerAsian-American ConsumersAge SubculturesThe Generation X MarketThe Baby-Boomer MarketThe 50-Plus MarketThe Elderly ConsumerSex as a SubcultureSex Roles and Consumer BehaviorThe Working WomanSubcultural InteractionSununaryDiscussion QuestionsExercisesKey TermsEndnotes16 Cross-Cultural Consumer Behavior:An International PerspectiveThe Imperative to be MultinationalCross-Cultural Consumer AnalysisSimilarities and Differences Among PeopleAcculturation Is a Needed Marketing ViewpointAlternative Multinational Strategies: Global Versus LocalFrameworks for Assessing Multinational StrategiesCross-Cultural Psychographic SegmentationMarketing Mistakes: A Failure to Understand DifferencesProduct ProblemsPromotional ProblemsPricing and Distribufion ProblemsSummaryDiscussion QuestionsExercisesKey TermsEndnotesPart IV The Consumer''s Decision-Making Process17 Personal Influence and the OpinionLeadership ProcessWhat Is Opinion Leadership?Dynamics of the Opinion Leadership ProcessOpinion Leaders Are PersuasiveThe Motivations Behind Opinion LeadershipMeasurement of Opinion LeadershipSelf-Designating MethodSociometric MethodKey Informant MethodObjective MethodA Profile of The Opinion LeaaerKnowledge and InterestConsumer InnovatorsPersonal CharacteristicsMedia HabitsFrequency and Overlap of Opinion LeadershipOverlap ofOpinion LeadershipThe Situational Environment of Opinion LeadershipOpinion Leaders Are Friends or NeighborsThe Interpersonal Flow of CommunicationTwo-Step Flow of Communication TheoryMultistep Flow of Communication TheoryA Broader Approach to tnterpersonal CommunicationOpinion Leadership and the Firm''s Promotional StrategyPrograms Designed to Stimulate Opinion LeadershipAdvertisements that Simulate Opinion LeadershipWord-of-Mouth May Be UncontrollableCreation ofOpinion LeadersSummaryDiscussion QuestionsExercisesKey TermsEndnotes18 Diffusion of InnovationsThe Diffusion ProcessThe InnovationThe Channels of CommunicationTheSocialSystem.TimeThe Adoption ProcessStages in the Adoption ProcessLimitations ofthe Adoption ProcessThe Imwvation Decision ProcessA Profile of the Consumer InnovatorDefinins the Consumer InnovatorInterest in the Product CategoryThe Innovator Is an Opinion LeaderPersonality TraitsPurchase and Consumption CharacteristicsMedia HabitsSocial CharacteristicsDemographic CharacteristicsAre There Generalized Consumer Innovators?SummaryDiscussion QuestionsExercisesKey TermsEndnotes19 Consumer Decision MakingWhat Is a Decision?Four Views of Consumer Decision MakingEconomic ManPassive ManCognitive ManEmotional ManA Model of Consumer Decision MakingInputProcessOulputBeyond the Decision: Using and PossessingRelationship MarketingSummaryDiscussion QuestionsExercisesKey TermsEndnotesPart V Consumer Behavior and Society20 Consumer Behavior Applications to Profitand Not-For-Profit MarketingHealth Care MarketingTargetlng Health Care SegmentsPolitical MarketingImagery in PoliticsPolitical PersuasionThe Marketing of Social CausesCorporate Philanthropy Versus Corporate PromotionEnvironmental Marketing: A Cause-Related Growth IndustrySummaryDiscussion QuestionsExercisesKey TermsEndnotes21 Public Policy and Consumer ProtectionPublic Policy and Consumer ProtectionDeceptive Advertising and Consumer ResearchCorrective Advertising and Consumer ResearchPackaging-to-Price Deceptior.sConsumer EducationNutritional LabelingConsumer Behavior Research PrioritiesSummaryDiscussion QuestionsExercisesKey TermsEndnotesAppendixComprehensive Models of Consumer Decision MakingGlossaryCompany IndexName Index