دانلود کتاب Consumer Behavior

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Cover About the Authors Contents Preface Part 1: An Introduction to Consumer Behavior Chapter 1: Understanding Consumer Behavior 1-1 Defining Consumer Behavior 1-1a Consumer Behavior Involves Goods, Services, Activities, Experiences, People, and Ideas 1-1b Consumer Behavior Involves More than Buying 1-1c Consumer Behavior Is a Dynamic Process 1-1d Consumer Behavior Can Involve Many People 1-1e Consumer Behavior Involves Many Decisions 1-1f Consumer Behavior Involves Emotions and Coping 1-2 What Affects Consumer Behavior 1-2a The Psychological Core: Internal Consumer Processes 1-2b The Process of Making Decisions 1-2c The Consumer’s Culture: External Processes 1-2d Consumer Behavior Outcomes and Issues 1-3 Who Benefits from the Study of Consumer Behavior 1-3a Marketing Managers 1-3b Ethicists and Advocacy Groups 1-3c Public Policy Makers and Regulators 1-3d Academics 1-3e Consumers and Society 1-4 Making Business Decisions Based on the Marketing Implications of Consumer Behavior 1-4a Developing and Implementing Customer-Oriented Strategy 1-4b Selecting the Target Market 1-4c Developing Products 1-4d Positioning 1-4e Making Promotion and Marketing Communications Decisions 1-4f Making Pricing Decisions 1-4g Making Distribution Decisions Summary Endnotes Appendix: Developing Information About Consumer Behavior Consumer Behavior Research Methods Surveys Focus Groups Interviews Storytelling Photography and Pictures Diaries Experiments Field Experiments Conjoint Analysis Observations and Ethnographic Research Purchase Panels Database Marketing and Big Data Netnography Psychophysiological Reactions and Neuroscience Types of Consumer Researchers In-House Marketing Research Departments External Marketing Research Firms Advertising Agencies and Media Planning Firms Syndicated Data Services Retailers Research Foundations and Trade Groups Government Consumer Organizations Academics and Academic Research Centers Ethical Issues in Consumer Research The Positive Aspects of Consumer Research The Negative Aspects of Consumer Research Summary Endnotes Part 2: The Psychological Core Chapter 2: Motivation, Ability, and Opportunity 2-1 Consumer Motivation and Its Effects 2-1a High-Effort Behavior 2-1b High-Effort Information Processing and Decision-Making 2-1c Felt Involvement 2-2 What Determines Motivation 2-2a Personal Relevance 2-2b Consistency with Self-Concept 2-2c Values 2-2d Needs 2-2e Goals 2-2f Goals and Emotions 2-2g Self-Control and Goal Conflict 2-2h Perceived Risk 2-2i Inconsistency with Attitudes 2-3 Consumer Ability: Resources to Act 2-3a Financial Resources 2-3b Cognitive Resources 2-3c Emotional Resources 2-3d Physical Resources 2-3e Social and Cultural Resources 2-3f Education and Age 2-4 Consumer Opportunity 2-4a Time 2-4b Distraction 2-4c Complexity, Amount, Repetition, and Control of Information Summary Endnotes Chapter 3: From Exposure to Comprehension 3-1 Exposure and Consumer Behavior 3-1a Factors Influencing Exposure 3-1b Selective Exposure 3-2 Attention and Consumer Behavior 3-2a Characteristics of Attention 3-2b Focal and Nonfocal Attention 3-2c Customer Segments Defined by Attention 3-2d Habituation 3-3 Perception and Consumer Behavior 3-3a Perceiving Through Vision 3-3b Perceiving Through Hearing 3-3c Perceiving Through Taste 3-3d Perceiving Through Smell 3-3e Perceiving Through Touch 3-3f When Do We Perceive Stimuli 3-3g How Do Consumers Perceive a Stimulus 3-4 Comprehension and Consumer Behavior 3-4a Source Identification 3-4b Message Comprehension 3-4c Consumer Inferences Summary Endnotes Chapter 4: Memory and Knowledge 4-1 What Is Memory 4-1a Sensory Memory 4-1b Working Memory 4-1c Long-Term Memory 4-1d Explicit Memory, Implicit Memory, and Processing Fluency 4-1e How Memory Is Enhanced 4-2 Knowledge Content, Structure, and Flexibility 4-2a Knowledge Content: Schemas and Scripts 4-2b Knowledge Structure: Categories 4-2c Knowledge Flexibility 4-2d Why Consumers Differ in Knowledge Content and Structure 4-3 Memory and Retrieval 4-3a Retrieval Failures 4-3b Retrieval Errors 4-3c Enhancing Retrieval 4-3d Characteristics of the Stimulus Summary Endnotes Chapter 5: Attitudes Based on High Effort 5-1 What Are Attitudes 5-1a The Importance of Attitudes 5-1b The Characteristics of Attitudes 5-1c Forming and Changing Attitudes 5-2 The Cognitive Foundations of Attitudes 5-2a Direct or Imagined Experience 5-2b Reasoning by Analogy or Category 5-2c Values-Driven Attitudes 5-2d Social Identity-Based Attitude Generation 5-2e Analytical Processes of Attitude Formation 5-3 How Cognitively Based Attitudes are Influenced 5-3a Communication Source 5-3b The Message 5-4 The Affective (Emotional) Foundations of Attitudes 5-5 How Affectively Based Attitudes Are Influenced 5-5a The Source 5-5b The Message 5-6 Attitude Toward the AD 5-7 When Do Attitudes Predict Behavior Summary Endnotes Chapter 6: Attitudes Based on Low Effort 6-1 High-Effort Versus Low-Effort Routes to Persuasion 6-2 Unconscious Influences on Attitudes When Consumer Effort Is Low 6-2a Thin-Slice Judgments 6-2b Body Feedback 6-3 Cognitive Bases of Attitudes When Consumer Effort Is Low 6-4 How Cognitive Attitudes Are Influenced 6-4a Communication Source 6-4b The Message 6-4c Message Context and Repetition 6-5 Affective Bases of Attitudes When Consumer Effort Is Low 6-5a The Mere Exposure Effect 6-5b Classical and Evaluative Conditioning 6-5c Attitude Toward the AD 6-5d Mood 6-6 How Affective Attitudes Are Influenced 6-6a Communication Source 6-6b The Message Summary Endnotes Part 3: The Process of Making Decisions Chapter 7: Problem Recognition and Information Search 7-1 Problem Recognition 7-1a The Ideal State: Where We Want to Be 7-1b The Actual State: Where We Are Now 7-2 Internal Search: Searching for Information from Memory 7-2a How Much Do We Engage in Internal Search 7-2b What Kind of Information Is Retrieved from Internal Search 7-2c Is Internal Search Always Accurate 7-3 External Search: Searching for Information from the Environment 7-3a Where Can We Search for Information 7-3b How Much Do We Engage in External Search 7-3c What Kind of Information Is Acquired in External Search 7-3d Is External Search Always Accurate 7-3e How Do We Engage in External Search Summary Endnotes Chapter 8: Judgment and Decision-Making Based on High Effort 8-1 High-Effort Judgment Processes 8-1a Judgments of Likelihood and Goodness/Badness 8-1b Mental and Emotional Accounting 8-1c Biases in Judgment Processes 8-2 High-Effort Decisions and High-Effort Decision-Making Processes 8-2a Deciding Which Brands to Consider 8-2b Deciding Which Criteria Are Important to the Choice 8-3 Deciding What Brand to Choose: Thought-Based Decisions 8-3a Decisions Based on Brands 8-3b Decisions Based on Product Attributes 8-3c Decisions Based on Gains and Losses 8-4 Deciding What Brand to Choose: High-Effort Feeling-Based Decisions 8-4a Appraisals and Feelings 8-4b Affective Forecasts and Choices 8-4c Imagery 8-5 Additional High-Effort Decisions 8-5a Decision Delay 8-5b Decision-Making When Alternatives Cannot Be Compared 8-6 What Affects High-Effort Decisions? 8-6a Consumer Characteristics 8-6b Characteristics of the Decision 8-6c Group Context Summary Endnotes Chapter 9: Judgment and Decision-Making Based on Low Effort 9-1 Low-Effort Judgment Processes 9-1a The Representativeness Heuristic 9-1b The Availability Heuristic 9-2 Low-Effort Decision-Making Processes 9-2a Unconscious Low-Effort Decision-Making 9-2b Conscious Low-Effort Decision-Making 9-2c Using Simplifying Strategies When Consumer Effort Is Low 9-3 Learning Choice Tactics 9-3a Reinforcement 9-3b Punishment 9-3c Repeat Purchase 9-3d Choice Tactics Depend on the Product 9-4 Low-Effort Thought-Based Decision-Making 9-4a Performance as a Simplifying Strategy 9-4b Habit as a Simplifying Strategy 9-4c Brand Loyalty as a Simplifying Strategy 9-4d Price as a Simplifying Strategy 9-4e Normative Influences as a Simplifying Strategy 9-5 Low-Effort Feeling-Based Decision-Making 9-5a Feelings as a Simplifying Strategy 9-5b Brand Familiarity 9-5c Decision-Making Based on Variety-Seeking Needs 9-5d Buying on Impulse Summary Endnotes Chapter 10: Post-Decision Processes 10-1 Post-Decision Dissonance and Regret 10-1a Dissonance 10-1b Regret 10-2 Learning from Consumer Experience 10-2a A Model of Learning from Consumer Experience 10-2b What Affects Learning 10-3 How Do Consumers Make Satisfaction or Dissatisfaction Judgments 10-3a Satisfaction/Dissatisfaction Based on Thoughts 10-3b Satisfaction/Dissatisfaction Based on Feelings 10-4 Responses to Dissatisfaction 10-4a Complaints 10-4b Responding to Service Recovery 10-4c Responding by Negative Word of Mouth 10-5 Is Customer Satisfaction Enough 10-5a Customer Retention 10-5b Product-Harm Crises 10-6 Disposition 10-6a Disposing of Meaningful Objects 10-6b Recycling Summary Endnotes Part 4: The Consumer’s Culture Chapter 11: Social Influences on Consumer Behavior 11-1 Sources of Influence 11-1a Marketing and Nonmarketing Sources 11-1b How Do These General Sources Differ 11-1c Opinion Leaders 11-2 Reference Groups as Sources of Influence 11-2a Types of Reference Groups 11-2b Characteristics of Reference Groups 11-2c Reference Groups Affect Consumer Socialization 11-3 Normative Influence 11-3a How Normative Influence Can Affect Consumer Behavior 11-3b What Affects Normative Influence Strength 11-4 Informational Influence 11-4a Factors Affecting Informational Influence Strength 11-4b Descriptive Dimensions of Information 11-4c The Pervasive and Persuasive Influence of Word of Mouth Summary Endnotes Chapter 12: Consumer Diversity 12-1 How Age Affects Consumer Behavior 12-1a Age Trends in the United States 12-1b Teens and Millennials 12-1c Generation X 12-1d Boomers 12-1e Seniors 12-2 How Gender and Sexual Orientation Affect Consumer Behavior 12-2a Sex Roles 12-2b Differences in Acquisition and Consumption Behaviors 12-2c Gender and Sexual Orientation 12-3 How Regional Influences Affect Consumer Behavior 12-3a Regions Within the United States 12-3b Regions Across the World 12-4 How Ethnic and Religious Influences Affect Consumer Behavior 12-4a Ethnic Groups Within the United States 12-4b Ethnic Groups Around the World 12-4c The Influence of Religion Summary Endnotes Chapter 13: Household and Social Class Influences 13-1 How the Household Influences Consumer Behavior 13-1a Types of Households 13-1b Households and Family Life Cycle 13-1c Changing Trends in Household Structure 13-2 Roles that Household Members Play 13-2a The Roles of Spouses 13-2b The Role of Children 13-3 Social Class 13-3a Types of Social Class Systems 13-3b Social Class Influences 13-3c How Social Class Is Determined 13-3d How Social Class Changes Over Time 13-4 How Does Social Class Affect Consumption 13-4a Conspicuous Consumption and Voluntary Simplicity 13-4b Status Symbols and Judging Others 13-4c Compensatory Consumption 13-4d The Meaning of Money 13-5 The Consumption Patterns of Specific Social Classes 13-5a The Upper Class 13-5b The Middle Class 13-5c The Working Class 13-5d The Homeless Summary Endnotes Chapter 14: Psychographics: Values, Personality, and Lifestyles 14-1 Values 14-1a How Values Can Be Described 14-1b The Values That Characterize Western Cultures 14-1c Why Values Change 14-1d Influences on Values 14-1e How Values Can Be Measured 14-2 Personality 14-2a Research Approaches to Personality 14-2b Determining Whether Personality Characteristics Affect Consumer Behavior 14-3 Lifestyles 14-3a Lifestyle and Behavior Patterns 14-3b Voluntary Simplicity 14-4 Psychographics: Combining Values, Personality, and Lifestyles 14-4a VALS (tm) 14-4b Other Applied Psychographic Research Summary Endnotes Part 5: Consumer Behavior Outcomes and Issues Chapter 15: Innovations: Adoption, Resistance, and Diffusion 15-1 Innovations 15-1a Defining an Innovation 15-1b Innovations Characterized by Degree of Novelty 15-1c Innovations Characterized by Benefits Offered 15-1d Innovations Characterized by Breadth 15-1e Innovations and Cocreation 15-1f The Consequences of Innovations 15-2 Resistance Versus Adoption 15-2a Whether Consumers Adopt an Innovation 15-2b How Consumers Adopt an Innovation 15-2c When Consumers Adopt Innovations 15-3 Diffusion 15-3a How Offerings Diffuse Through a Market 15-3b Factors Affecting the Shape of the Diffusion Curve 15-3c How Diffusion Relates to the Product Life Cycle 15-4 Influences on Adoption, Resistance, and Diffusion 15-4a Characteristics of the Innovation 15-4b Uncertainty 15-4c Consumer Learning Requirements 15-4d Social Relevance 15-4e Legitimacy and Adaptability 15-4f Characteristics of the Social System Summary Endnotes Chapter 16: Symbolic Consumer Behavior 16-1 Sources and Functions of Symbolic Meaning 16-1a Meaning Derived from Culture 16-1b Meaning Derived from the Consumer 16-1c The Emblematic Function 16-1d The Role Acquisition Function 16-1e The Connectedness Function 16-1f The Expressiveness Function 16-1g Multiple Functions 16-1h Symbols and Self-Concept 16-2 Special Possessions and Brands 16-2a Special Brands 16-2b Types of Special Possessions 16-2c The Characteristics That Describe Special Possessions 16-2d Why Some Products Are Special 16-2e Consumer Characteristics Affect What Is Special 16-2f Rituals Used with Special Possessions 16-2g Disposing of Special Possessions 16-3 Sacred Meaning 16-4 The Transfer of Symbolic Meaning Through Gift Giving 16-4a The Timing of Gifts 16-4b Three Stages of Gift Giving Summary Endnotes Chapter 17: Marketing, Ethics, and Social Responsibility in Today’s Consumer Society 17-1 In Search of Balance 17-1a Self-Interest Versus the Interests of Others 17-1b Immediate Versus Long-Term Interests 17-1c “Dark Side” Versus “Bright Side” Outcomes 17-2 Marketing Ethics, Consumer Ethics, and Deviant Consumer Behavior 17-2a Acquisition Controversies 17-2b Consumption Controversies 17-2c Disposition Controversies 17-3 Social Responsibility Issues in Marketing 17-3a Environmentally Conscious Behavior and Ethical Sourcing 17-3b Charitable Behavior 17-3c Community Involvement 17-4 How Can Consumers Resist Marketing Practices Summary Endnotes Glossary Name/Author Index Product Index Subject Index