Consumer Behavior. Consumer Behavior. edition. edition. Leon G. Schiffman Joseph L. Wisenblit

Transcription

1 Consumer Behavior For these Global Editions, the editorial team at Pearson has collaborated with educators across the world to address a wide range of subjects and requirements, equipping students with the best possible learning tools. This Global Edition preserves the cutting-edge approach and pedagogy of the original, but also features alterations, customization, and adaptation from the North American version. eleventh edition Pearson Global Edition Schiffman Wisenblit This is a special edition of an established title widely used by colleges and universities throughout the world. Pearson published this exclusive edition for the benefit of students outside the United States and Canada. If you purchased this book within the United States or Canada, you should be aware that it has been imported without the approval of the Publisher or Author. Global edition Global edition Global edition ISBN-13: ISBN-10: Consumer Behavior eleventh edition Leon G. Schiffman Joseph L. Wisenblit

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3 Consumer Behaviour, Global Edition Cover Title Page Contents Preface PART I Consumers, Marketers, and Technology 1 Technology-Driven Consumer Behavior The Marketing Concept Consumer Research Market Segmentation, Targeting, and Positioning The Marketing Mix Socially Responsible Marketing Technology Enriches the Exchange Between Consumers and Marketers Consumers Have Embraced Technology Behavioral Information and Targeting Interactive and Novel Communication Channels Customizing Products and Promotional Messages Better Prices and Distribution Customer Value, Satisfaction, and Retention Customer Retention Technology and Customer Relationships Emotional Bonds versus Transaction-Based Relationships Customer Loyalty and Satisfaction Customer Loyalty and Profitability Measures of Customer Retention Internal Marketing Consumer Behavior Is Interdisciplinary Consumer Decision-Making The Structure of This Book 2 Segmentation, Targeting, and Positioning Market Segmentation and Effective Targeting Identifiable Sizeable Stable and Growing Reachable Congruent with the Marketers Objectives and Resources Applying the Criteria Bases for Segmentation

4 Demographics Age Gender Families and Households Social Class Ethnicity Geodemographics Green Consumers Personality Traits Psychographics, Values and Lifestyles Benefit Segmentation Media-Based Segmentation Usage Rate Segmentation Usage Occasion Segmentation Behavioral Targeting Tracking Online Navigation Geographic Location and Mobile Targeting Purchase Behavior The Information Arms Race Positioning and Repositioning Umbrella Positioning Premier Position Positioning against Competition Key Attribute Un-Owned Position Repositioning Perceptual Mapping CASE ONE: Porsche PART II The Consumer as an Individual 3 Consumer Motivation and Personality The Dynamics of Motivation Needs Goals Need Arousal Selecting Goals Needs and Goals Are Interdependent Needs Are Never Fully Satisfied New Needs Emerge as Old Ones Are Satisfied Success and Failure Influence Goals Frustration and Defense Mechanisms Systems of Needs Murrays List of Psychogenic Needs Maslows Hierarchy of Needs

5 Physiological Needs Safety Needs Social Needs Egoistic Needs Need for Self-Actualization Evaluation of Maslows Theory Marketing Applications of Maslows Theory A Trio of Needs Power Affiliation Achievement The Measurement of Motives Self-Reporting Qualitative Research Motivational Research The Nature and Theories of Personality The Facets of Personality Personality Reflects Individual Differences Personality Is Consistent and Enduring Personality May Change Theories of Personality Freudian Theory Neo-Freudian Personality Theory Trait Theory Personality Traits and Consumer Behavior Consumer Innovators and Innovativeness Dogmatism Social Character: Inner- versus Other-Directedness Need for Uniqueness Optimum Stimulation Level Sensation Seeking Variety and Novelty Seeking Need for Cognition Visualizers versus Verbalizers Consumer Materialism Fixated Consumption Compulsive Consumption Consumer Ethnocentrism Personality and Color Product and Brand Personification Product Personality and Gender Product Personality and Geography Website Personality The Self and Self-Image The Extended Self Altering the Self 4 Consumer Perception The Elements of Perception

6 Sensory Input The Absolute Threshold Ambush Marketing Experiential Marketing The Differential Threshold The JNDs Implications for Product Pricing and Improvement The JNDS Implications for Logos and Packaging Subliminal Perception Perceptual Selection The Stimulus Expectations Motives Selective Perception Perceptual Organization Figure and Ground Obscuring the Distinction Between Figure and Ground Grouping Closure Perceptual Interpretation: Stereotyping Physical Appearance Descriptive Terms First Impressions Halo Effect Consumer Imagery Brand Image Package Image Service Image Perceived Price Perceived Quality Product Quality Service Quality Price/Quality Relationship Store Image and Perceived Quality Manufacturers Image and Perceived Quality Perceived Risk Perceived Risk Varies 5 Consumer Learning The Elements of Consumer Learning Motives Cues Responses Reinforcement

7 Classical Conditioning Associative Learning The Role of Repetition Stimulus Generalization Product Line Extensions Product Form Extensions Family Branding Licensing Instrumental Conditioning Reinforcing Behavior Extinction and Forgetting Customer Satisfaction and Retention Reinforcement Schedules Shaping Massed versus Distributed Learning Observational Learning Information Processing Storing Information Sensory Store Short-Term Store Long-Term Store Information Rehearsal and Encoding Information Retention and Retrieval Cognitive Learning Consumer Involvement and Hemispheric Lateralization Measurements of Consumer Involvement Strategic Applications of Consumer Involvement Hemispheric Lateralization Passive Learning Outcomes and Measures of Consumer Learning Recognition and Recall Measures Brand Loyalty Brand Equity 6 Consumer Attitude Formation and Change Attitudes and Their Formation Consumers Learn Attitudes Sources of Attitude Formation The Role of Personality Factors Attitudes Are Consistent with Behaviors Attitudes Occur within Situations The Tri-Component Attitude Model The Cognitive Component The Affective Component The Conative Component Altering Consumers Attitudes Changing Beliefs about Products

8 Changing Brand Image Changing Beliefs about Competing Brands Multi-Attribute Attitude Models Attitude-Toward-Object Model Adding an Attribute Changing the Perceived Importance of Attributes Developing New Products Attitude-Toward-Behavior Model Theory of Reasoned Action Theory of Trying-to-Consume Attitude-Toward-the-Ad Model Changing the Motivational Functions of Attitudes The Utilitarian Function The Ego-Defensive Function The Value-Expressive Function The Knowledge Function Associating Brands with Worthy Objects or Causes The Elaboration Likelihood Model Cognitive Dissonance and Resolving Conflicting Attitudes Resolving Conflicting Attitudes Assigning Causality and Attribution Theory Self-Perception Attributions Foot-in-the-Door Technique Attributions Toward Others Attributions Toward Objects Analyzing Self-Attributions CASE TWO: Procter & Gamble CASE THREE: Lifebuoy/Unilever Asia Private Limited PART III Communication and Consumer Behavior 7 Persuading Consumers The Communication Process Selective Exposure Psychological Noise Broadcasting versus Narrowcasting Addressable Advertising Designing Persuasive Messages Images and Text Message Framing One-Sided versus Two-Sided Messages Order Effects Persuasive Advertising Appeals

9 Comparative Advertising Fear Appeals Humorous Appeals Wordplay Sexual Appeals Timeliness Appeal Measures of Message Effectiveness 8 From Print and Broadcast Advertising to Social and Mobile Media Targeting Segments versus Eyeballs The Advantages of Impression-Based Targeting Googles Consumer Tracking and Targeting Consumers and Social Media Permissions to Collect Personal and Social Information Social Advertisings Best Practices Social Media Communication Channels Consumers and Mobile Advertising Consumer Response to Mobile Advertising The Advantages and Shortcomings of Mobile Advertising Whats in Store for Consumers? Measuring Medias Advertising Effectiveness Analyzing Website Visits Gauging Influence within Social Network Google Analytics Media Exposure Measures Nielsens Cross-Platform Measurement Traditional Medias Electronic Evolution Newspapers and Magazines Television and Radio Interactive TV Out-of-Home Media Branded Entertainment 9 Reference Groups and Word-of-Mouth Source Credibility and Reference Groups Reference Group Influence Types of Reference Groups Consumption-Related Reference Group Friendship Groups

10 Shopping Groups Virtual Communities Advocacy Groups Factors Affecting Reference Group Influence Conformity Groups Power and Expertise Relevant Information and Experience Product Conspicuousness Personality Characteristics Credibility of Spokespersons, Endorsers, and Other Formal Sources Endorsers and Spokespersons Celebrities Salesperson Credibility Vendor Credibility Medium Credibility Effects of Time on Source Credibility Word-of-Mouth and Opinion Leadership Characteristics of Opinion Leaders Measuring Opinion Leadership Self-Designating Method Sociometric Method Key Informant Method Klout Scores Strategic Applications of Word-of-Mouth Social Networks Brand Communities Weblogs Stimulating Word-of-Mouth Viral Marketing Buzz Agents Managing Negative Rumors Diffusion of Innovations: Segmenting by Adopter Categories Innovators Early Adopters Early Majority Late Majority Laggards Non-Adopters CASE FOUR: Keystone Light/MillerCoors PART IV Consumers in their Social and Cultural Settings 10 The Family and Its Social Standing The Family as a Socialization Agent

11 Parental Styles and Consumer Socialization Consumer Socialization Is Learning Adult and Intergenerational Consumer Socialization The Familys Supportive Roles Economic Well-Being Emotional Support Suitable Family Lifestyles Family Decision-Making and Consumption-Related Roles HusbandWife Decision-Making Childrens Influence on Family Decision-Making Children are Three Markets Measuring Family Decision-Making Family Members Roles The Family Life Cycle Bachelorhood Honeymooners Parenthood Post-Parenthood Dissolution of the Family Life Cycle Nontraditional Families and Non-Family Households Consumer Behavior of Nontraditional Families and Households Advertising to Nontraditional Households Dual Spousal Work Involvement Household Classification System Social Standing and Consumer Behavior Social Class and Social Status Social Class Is Hierarchical and Often Used to Segment Consumers Measuring Social Class Subjective versus Objective Measures Occupation Education Income Multivariable Measures Social Classes Characteristics and Consumer Behavior Upward Mobility Affluent Consumers Middle-Class Consumers Downscale Consumers Clothing, Fashion, and Shopping Saving, Spending, and Credit Card Usage Communications Downward Mobility Geo-Demography and Social Class

12 11 Cultures Influence on Consumer Behavior Cultures Role and Dynamics Cultures Continuous Evolution Cultural Beliefs Reflect Consumers Needs Learning Cultural Values Forms of Learning Enculturation and Acculturation Marketing Influences on Cultural Learning Language and Symbols Rituals Measuring Cultural Values Content Analysis Field Observation Value Measurements Rokeach Values Survey Gordons Surveys of Personal and Interpersonal Values American Core Cultural Values Achievement and Success Time and Activity Efficiency and Practicality Progress Materialism (Comfort and Pleasure) Individualism and Conformity Freedom of Choice Humanitarianism Youthfulness Fitness and Health Green Marketing Ecologically Responsible Consumption 12 Subcultures and Consumer Behavior Culture and Subcultures Nationality and Ethnicity Subcultures Latino (Hispanic) Consumers African American Consumers Asian American Consumers Religious Subcultures Regional Subcultures Generational (Age) Subcultures Generation Z: Persons Born from 1997 to the Present Teens and Tweens

13 Generation Y: Born Between 1980 and 1996 Generation X: Born Between 1965 and 1979 Baby Boomers: Born Between 1946 and 1964 Life after Retirement Older Consumers Cognitive versus Chronological Age Segmenting Older Consumers Older Consumers and Technology Promotional Appeals Targeting Older Consumers Gender Subcultures Consumer Products and Gender Roles Depictions of Women in Media and Advertising Working Women 13 Cross-Cultural Consumer Behavior: An International Perspective Cross-Cultural Analysis and Acculturation Measures of Cross-Cultural Aspects Acculturation Consumer Research Difficulties Localization versus Standardization Product and Service Customization for Local Cultures Linguistic Barriers Promotional Appeals Legal Barriers World Brands versus Local Brands Brand Shares and Extensions Global Marketing Opportunities Spending Power and Consumption Patterns The Growing Global Middle Class The Global Teen Market Cross-Cultural Segmentation CASE FIVE: LG Mobile/LG Electronics MobileComm USA PART V Consumer Decision-making, Marketing Ethics, and Consumer Research 14 Consumer Decision-Making and Diffusion of Innovations Consumer Decision-Making Model Decision-Making: Input Decision-Making: Process Need Recognition

14 Pre-Purchase Search Online versus Traditional Information Search Brand-Sets and Attributes Considered During Evaluation Consumer Decision Rules Decision Rules and Marketing Strategy Incomplete Information and Noncomparable Alternatives Decision-Making: Output Consumer Gifting Behavior Diffusion and Adoption of Innovations Types of Innovations Product Features That Affect Adoption The Adoption Process 15 Marketing Ethics and Social Responsibility The Societal Marketing Concept: Utopia or Reality? Exploitive Marketing Marketing to Children Self-Regulation versus Laws Inspiring Overeating and Irresponsible Spending Manipulative or Uninformative Nutritional Labeling Direct-to-Consumer Pharmaceutical Advertising Crafty Promotional Messages and Techniques Covert Marketing Product Placement: Advertising Embedded within Entertainment False or Misleading Advertising What Is Deceptive? Provocative Marketing Abusing Consumers Privacy Promoting Social Causes Advocating Beneficial and Discouraging Detrimental Conduct Cause-Related Marketing Consumer Ethics Hands-onAssignments 16 Consumer Research Developing Research Objectives Collecting Secondary Data Internal Secondary Data External Secondary Data Government Secondary Data

15 Periodicals and Articles Available from Online Search Services Syndicated Commercial Marketing and Media Research Services Consumer Panels Designing Primary Research Qualitative Research Depth Interviews Focus Groups Discussion Guides Projective Techniques Online Focus Groups The Scope of Quantitative Research Observational Research Experimentation Survey Research Quantitative Research Data Collection Instruments Questionnaires Attitude Scales Customer Satisfaction Measurement Sampling and Data Collection Data Collection Combining Qualitative and Quantitative Research Data Analysis and Reporting Research Findings CASE SIX: Pima Air and Space Museum Endnotes Glossary Company Index A B C D E F G H I J K L M

16 N O P Q R S T U V W X Y Z Name Index A B C D E F G H I J K L M N O P Q R S T V W X

17 Y Z Subject Index A B C D E F G H I J K L M N O P Q R S T U V W X Y