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
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,- 2 2 3 7 13 20 22 26 28 28 28 29 Chapter 2 A CONSUMER SOCIETY Consumer culture The meaning of things A branded world Global consumer culture The politics of consumption 32 32 33 34 38 43 50 55 56 56 57 Chapter 3 SHOPPING, BUYING AND EVALUATING Consumers' choices 61 61 62 62 VII
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 64 67 73 76 81 89 97 98 98 100 108 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? 111 115 Chapter 4 PERCEPTION The perceptual process Sensory systems Sensory thresholds Perceptual selection Personal selection factors Interpretation: deciding what things mean 120 120 121 121 124 131 132 135 137 143 145 145 146 Chapter 5 THE SELF Perspectives on the self Consumption and self-concept Gender roles Body image 149 149~ 150 158 161 168 177 178 178 179 VIII
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 185 185 186 186 187 189 191 194 197 202 203 209 217 219 221 223 224 227 231 238 239 240 242 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 260 260 ' 261 Behavioural learning theories 261 Marketing applications of learning principles ' 267 The role of learning in memory 272 '. ~ 284, 285 286 286 IX
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? 291 291 292 293 299 304 308 313 324 324 325 326 Chapter 9 INDIVIDUAL DECISION-MAKING 331 331 Consumers as problem-solvers 332 Problem recognition 341 Information search 342 Evaluation of alternatives 354 Product choice: selecting among alternatives 358 372 374 375 377 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 394 394 395 395 409 413
Word-of-mouth communication 422 The social media revolution 429 Net profit 434 434 436 437 438 Chapter 11 EUROPEAN FAMILY STRUCTURES, HOUSEHOLD DECISION-MAKING AND AGE COHORTS 445 445 446 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 467 471 472 473 474 Chapter 12 INCOME AND SOCIAL CLASS 478 478 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 506 512 513-513 514 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