دانلود کتاب Consumer Behavior: Buying, Having, and Being

فهرست مطالب :

Front Cover......Page 1
Brief Contents......Page 6
Contents......Page 8
About the Author......Page 14
New to this Edition!......Page 16
Preface......Page 18
Acknowledgments......Page 24
Section 1: Foundations of Consumer Behavior......Page 28
Chapter 1: Buying, Having, and Being: An Introduction to Consumer Behavior......Page 29
Consumer Behavior: People in the Marketplace......Page 30
What Is Consumer Behavior?......Page 31
Consumer Behavior Is a Process......Page 32
Consumers Are Different! How We Divide Them Up......Page 33
Popular Culture Is Marketing Is Popular Culture …......Page 38
All the World’s a Stage......Page 40
What Does It Mean to Consume?......Page 42
What Do We Need—Really?......Page 43
The Digital Native: Living a Social [Media] Life......Page 44
Where Do We Find Consumer Researchers?......Page 47
Interdisciplinary Influences on the Study of Consumer Behavior......Page 48
Two Perspectives on Consumer Research......Page 49
Should Consumer Research Have an Academic or an Applied Focus?......Page 51
Taking It from Here: The Plan of the Book......Page 53
Key Terms......Page 54
Consumer Behavior Challenge......Page 55
Case Study......Page 56
Notes......Page 57
Chapter 2: Consumer and Social Well-Being......Page 59
Business Ethics and Consumer Rights......Page 60
Needs and Wants: Do Marketers Manipulate Consumers?......Page 61
Consumers’ Rights and Product Satisfaction......Page 66
Consumerism......Page 69
Social Marketing and Corporate Social Responsibility (CSR)......Page 71
Data Privacy and Identity Theft......Page 73
Market Access......Page 75
Sustainability and Environmental Stewardship......Page 76
Consumer Terrorism......Page 81
Addictive Consumption......Page 82
Consumed Consumers......Page 84
Illegal Acquisition and Product Use......Page 85
Chapter Summary......Page 86
Consumer Behavior Challenge......Page 87
Case Study......Page 88
Notes......Page 90
Section 1 Data Case......Page 94
Section 2: Internal Influences on Consumer Behavior......Page 98
Sensation......Page 99
Hedonic Consumption......Page 101
Sensory Marketing......Page 102
Stage 1: Exposure......Page 111
Stage 2: Attention......Page 116
Stage 3: Interpretation......Page 120
Chapter Summary......Page 127
Consumer Behavior Challenge......Page 128
Case Study......Page 129
Notes......Page 130
How Do We Learn?......Page 133
Behavioral Learning Theories......Page 134
Marketing Applications of Classical Conditioning Principles......Page 136
Gamification: The New Frontier for Learning Applications......Page 143
Cognitive Learning Theory......Page 145
How Do We Learn to Be Consumers?......Page 147
Memory......Page 153
How Our Brains Encode Information......Page 154
How Our Memories Store Information......Page 155
How We Retrieve Memories When We Decide What to Buy......Page 159
What Makes Us Forget?......Page 160
How We Measure Consumers’ Recall of Marketing Messages......Page 162
Bittersweet Memories: The Marketing Power of Nostalgia......Page 164
Chapter Summary......Page 166
Review......Page 167
Consumer Behavior Challenge......Page 168
Case Study......Page 169
Notes......Page 170
The Motivation Process: Why Ask Why?......Page 175
Motivational Strength......Page 176
Motivational Direction......Page 177
How We Classify Consumer Needs......Page 180
Types of Affective Responses......Page 183
Positive Affect......Page 184
Negative Affect......Page 186
Consumer Involvement......Page 188
Types of Involvement......Page 190
Review......Page 197
Consumer Behavior Challenge......Page 198
Case Study......Page 199
Notes......Page 200
The Self......Page 203
Self-Concept......Page 204
Are We What We Buy?......Page 208
The Extended Self......Page 211
Embodied Cognition......Page 213
The Digital Self......Page 214
Gender Identity......Page 215
Sex Role Socialization......Page 216
Gender Identity Versus Sexual Identity......Page 217
Sex-Typed Products......Page 218
The Body......Page 224
Ideals of Beauty......Page 225
Body Decoration and Mutilation......Page 231
Key Terms......Page 235
Consumer Behavior Challenge......Page 236
Case Study......Page 238
Notes......Page 239
Chapter 7: Personality, Lifestyles, and Values......Page 245
Consumer Behavior on the Couch: Freudian Theory......Page 246
Neo-Freudian Theories......Page 249
Trait Theory......Page 252
Brand Personality......Page 256
Lifestyles and Consumer Identity......Page 261
Product Complementarity and Co-Branding Strategies......Page 264
Psychographics......Page 265
Values......Page 270
Core Values......Page 271
How Do Values Link to Consumer Behavior?......Page 274
Key Terms......Page 277
Consumer Behavior Challenge......Page 278
Case Study......Page 279
Notes......Page 280
Section 2 Data Case......Page 283
Section 3: Choosing and Using Products......Page 286
Chapter 8: Attitudes and Persuasive Communications......Page 287
The Power of Attitudes......Page 288
Hierarchies of Effects......Page 289
All Attitudes Are Not Created Equal......Page 292
The Consistency Principle......Page 293
Self-Perception Theory......Page 294
Balance Theory......Page 295
Attitude Models......Page 299
Do Attitudes Predict Behavior?......Page 301
Persuasion: How Do Marketers Change Attitudes?......Page 305
Decisions, Decisions: Tactical Communications Options......Page 306
The Elements of Communication......Page 307
The Source......Page 309
The Message......Page 314
New Message Formats: The Social Media Revolution......Page 318
Reality Engineering......Page 320
Types of Message Appeals......Page 322
The Source Versus the Message: Do We Sell the Steak or the Sizzle?......Page 325
Chapter Summary......Page 327
Key Terms......Page 328
Consumer Behavior Challenge......Page 329
Case Study......Page 331
Notes......Page 332
Chapter 9: Decision Making......Page 337
Hyperchoice......Page 338
Self-Regulation......Page 339
Steps in the Cognitive Decision-Making Process......Page 342
Neuromarketing......Page 346
Online Decision Making......Page 349
How Do We Put Products into Categories?......Page 350
Habitual Decision Making......Page 355
Priming and Nudging......Page 356
Heuristics: Mental Shortcuts......Page 357
Collective Decision Making......Page 359
B2B Decision Making......Page 360
How Does B2B Decision Making Compare to Consumer Decision Making?......Page 361
B2B E-Commerce......Page 363
The Intimate Corporation: Family Decision Making......Page 364
How Families Decide......Page 365
The Wife......Page 368
The Husband......Page 369
Chapter Summary......Page 371
Key Terms......Page 372
Consumer Behavior Challenge......Page 373
Case Study......Page 376
Notes......Page 378
Chapter 10: Buying, Using, and Disposing......Page 383
The Consumption Situation......Page 384
Temporal Factors......Page 385
The Shopping Experience......Page 388
E-Commerce: Clicks Versus Bricks......Page 391
Retailing as Theater......Page 392
In-Store Decision Making......Page 395
Ownership and the Sharing Economy......Page 398
Postpurchase Satisfaction......Page 400
Product Disposal......Page 401
Chapter Summary......Page 404
Review......Page 405
Consumer Behavior Challenge......Page 406
Case Study......Page 407
Notes......Page 408
Section 3 Data Case......Page 412
Section 4: Consumers in Their Social and Cultural Settings......Page 416
Chapter 11: Groups and Social Media......Page 417
Social Power......Page 418
Reference Groups......Page 419
Conformity......Page 421
Brand Communities......Page 423
Word-of-Mouth Communication......Page 424
Buzz Building......Page 427
Negative WOM......Page 428
Opinion Leadership......Page 429
Types of Opinion Leaders......Page 430
How Do We Find Opinion Leaders?......Page 431
The Social Media Revolution......Page 433
Online Social Networks and Brand Communities......Page 435
Social Games......Page 436
Digital Word-of-Mouth......Page 437
Digital Opinion Leaders......Page 440
Chapter Summary......Page 441
Review......Page 442
Consumer Behavior Challenge......Page 443
Case Study......Page 444
Notes......Page 445
Chapter 12: Income and Social Class......Page 449
To Spend or Not to Spend, That Is the Question......Page 450
Income-Based Marketing......Page 454
Social Class and Consumer Identity......Page 457
Pick a Pecking Order......Page 458
How Do We Measure Social Class?......Page 460
Social Class Around the World......Page 462
“What Do You Use That Fork For?” Taste Cultures, Codes, and Cultural Capital......Page 465
Social and Cultural Capital......Page 468
Online Social Capital......Page 469
Status Symbols......Page 470
Review......Page 475
Case Study......Page 476
Notes......Page 478
Chapter 13: Subcultures......Page 481
Ethnic and Racial Subcultures......Page 482
Ethnicity and Acculturation......Page 483
The “Big Three” American Ethnic Subcultures......Page 485
Religious Subcultures......Page 489
Born Again Consumers......Page 492
Islamic Marketing......Page 493
Family Structure......Page 495
Children: Consumers-in-Training......Page 498
Gen Y and Gen Z......Page 499
The Mature Market......Page 503
Place-Based Subcultures......Page 507
Chapter Summary......Page 508
Consumer Behavior Challenge......Page 509
Case Study......Page 511
Notes......Page 513
Chapter 14: Culture......Page 517
Cultural Systems......Page 518
Cultural Movement......Page 519
High and Low Culture......Page 522
Cultural Formulae......Page 523
Cultural Stories and Ceremonies......Page 524
Myths......Page 525
Rituals......Page 526
Sacralization......Page 536
Domains of Sacred Consumption......Page 537
From Sacred to Profane, and Back Again......Page 539
How Do We Decide to Adopt an Innovation?......Page 540
What Determines If an Innovation Will Diffuse?......Page 542
The Fashion System......Page 543
Behavioral Science Perspectives on Fashion......Page 544
Cycles of Fashion Adoption......Page 547
Global Consumer Culture......Page 549
It’s a BRAND-New World......Page 550
Adopt a Localized Strategy......Page 552
Does Global Marketing Work?......Page 554
Chapter Summary......Page 555
Review......Page 557
Consumer Behavior Challenge......Page 558
Case Study......Page 559
Notes......Page 560
Section 4 Data Case......Page 565
Commercial Sources......Page 569
Major Websites......Page 570
The Industry Route......Page 572
The Academic Route......Page 573
Glossary......Page 574
Index......Page 590
Back Cover......Page 627