Fifth Edition CONSUMER BEHAVIOUR

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1 Fifth Edition CONSUMER BEHAVIOUR PEARSON Harlow, England London New York Boston San Francisco Toronto -Sydney Auckland Singapore,- _ Hon 8 Kon 8 * Tok y ' Seoul Taipei New Delhi Cap, Town. Sao Pauio Mexico City Madrid Amsterdam Munich. PaT

2 Preface Guided tour About the authors Acknowledgements Publisher's acknowledgements XIV xix xxii xxiv xxvi Part A CONSUMERS IN THE MARKETPLACE Chapter 1 AN INTRODUCTION TO CONSUMER BEHAVIOUR Consumption in Europe? The European consumer? Consumers' impact on marketing strategy Marketing's impact on consumers Do marketers manipulate consumers? Consumer behaviour as a field of study Taking it from here: the plan of the book, Chapter 2 A CONSUMER SOCIETY Consumer culture The meaning of things A branded world Global consumer culture The politics of consumption Chapter 3 SHOPPING, BUYING AND EVALUATING Consumers' choices VII

3 Antecedent states Social and physical surroundings Shopping: motivations and experiences E-commerce: clicks vs bricks Servicescapes: retailing as theatre Post-purchase satisfaction Case study 1 'Small is beautiful': the Mini brand community Case study 2 Case study 3 How different is different? IKEA's challenge to appeal to local tastes globally Dodge's last stand? Or who buys cars these days? Chapter 4 PERCEPTION The perceptual process Sensory systems Sensory thresholds Perceptual selection Personal selection factors Interpretation: deciding what things mean Chapter 5 THE SELF Perspectives on the self Consumption and self-concept Gender roles Body image ~ VIII

4 Chapter 6 MOTIVATION, VALUES AND LIFESTYLES The motivation process: why ask why? / Motivational strength / Motivational direction y Motivational conflicts How can we classify consumer needs? Hidden motives: the psychoanalytical perspective on personality Brand personality Consumer involvement Values The means-end chain model Materialism: another perspective on the 'why' of consumption? Sustainability: a new core value? Lifestyles and consumption choices Psychographics Lifestyle marketing Product disposal Case study 4 Fertility in Europe: what's next? 250 Case study 5.Being a real man about town: the challenge of the 'new masculinity' 253 Case study 6 Greek women's desired and undesired selves, identity conflicts and consumption 256 Chapter 7 LEARNING AND MEMORY ' 261 Behavioural learning theories 261 Marketing applications of learning principles ' 267 The role of learning in memory 272 '. ~ 284, IX

5 Chapter 8 ATTITUDES The power of attitudes The function of attitudes How do we form attitudes? Attitude models Do attitudes predict behaviour? How do marketers change attitudes? Chapter 9 INDIVIDUAL DECISION-MAKING Consumers as problem-solvers 332 Problem recognition 341 Information search 342 Evaluation of alternatives 354 Product choice: selecting among alternatives Case study 7 Case study 8 Case study 9 How research into consumer attitudes led to the creation of the 0 2 brand 383 Fear, guilt and shame: the use of emotions in advertising to change public behaviour 386 What do consumers do with advertising? This lemon is a bomb': how consumers read rhetorical visual imagery in advertising 389 PartD EUROPEAN CONSUMERS AND THEIR SOCIAL GROUPS Chapter 10 GROUPS AND SOCIAL MEDIA Reference groups Conformity Opinion leadership

6 Word-of-mouth communication 422 The social media revolution 429 Net profit Chapter 11 EUROPEAN FAMILY STRUCTURES, HOUSEHOLD DECISION-MAKING AND AGE COHORTS The family 446 The intimate corporation: family decision-making 454 Children as decision-makers: consumers-in-training 457 Age and consumer identity 461 The teen market: it totally rules 462 Baby busters: 'Generation X' 464 Baby boomers 465 The grey market Chapter 12 INCOME AND SOCIAL CLASS Consumer spending and economic behaviour 479 Social class 485 How social class affects purchase decisions 496 Status symbols 502 Capital and practices: class-based lifestyles Case study 10 Good child, bad child: observing experiences of consumer socialization in a twenty-first century family 518 Case study 11 What is mothering really all about? And how does consumption fit into the picture? 520 Case study 12 Firing enthusiasm: increasing acceptance of cremation and the implications for consumer behaviour 523 XI

Consumer Behavior. Buying, Having, and Being. Tenth Edition Global Edition. Michael R. Solomon

Consumer Behavior. Buying, Having, and Being. Tenth Edition Global Edition. Michael R. Solomon Consumer Behavior Buying, Having, and Being Tenth Edition Global Edition Michael R. Solomon Saint Joseph's University and The University of Manchester (U.K.) PEARSON Boston Columbus Indianapolis New York