Changing consumer behaviour:
Gespeichert in:
| 1. Verfasser: | |
|---|---|
| Format: | Buch |
| Sprache: | English |
| Veröffentlicht: |
London
Cassell
1990
|
| Ausgabe: | 1. publ. |
| Schlagworte: | |
| Online-Zugang: | Inhaltsverzeichnis |
| Beschreibung: | Literaturverz. S. 227 - 243 |
| Beschreibung: | XIX, 252 S. graph. Darst. |
| ISBN: | 0304317292 |
Internformat
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Datensatz im Suchindex
| _version_ | 1804120371306168320 |
|---|---|
| adam_text | Contents
List of figures ix
List of tables xi
List of exercises xiii
Preface xv
Acknowledgements xix
1 Concepts in consumer research 1
Forms of consumption 1
Widening the role of consumer research 17
Control of public services 17
Brands and product types 19
Human processes 22
Summary 22
Further reading 23
2 Regularities in buying behaviour 24
Overview 24
The purchase of a brand 27
Negative Binomial Distribution (NBD) theory 32
Product field effects 36
Inducing change in the market 46
Critical review 51
Summary 59
Further reading 60
v
vi Contents
3 Attitude and behaviour 61
Attitudes and concepts 62
Reasons for action 62
Behaviourism and cognitivism 63
Multi attribute alternatives 68
Expectancy value theory of attitude 69
The semantic differential 70
Compensation 71
Modal salient beliefs 72
When attitudes fail to predict action 74
Correspondence 75
Purchase intentions 81
Summary 82
Further reading 83
4 Predicting and explaining action: reasoned action theory 84
Assumptions 84
History 85
Determinants of intention 86
Measurement details 88
Illustrating the theory 90
Summary 105
Further reading 106
5 Further aspects of attitude—behaviour theory 107
The principle of sufficiency 107
Enlarging the determinants of intention 109
The distinction between AB and SN 112
Measurement issues 114
Relevance of reasoned action theory to inducing change 117
Dynamic effects of communications 119
Summary 120
Further reading 121
6 Attitude measurement in marketing 122
Quantitative and qualitative research 122
Evaluative and descriptive beliefs 123
The BMRB method 126
Contents vii
Expectancy value method of measuring brand
attitudes 126
Constancy of brand attitudes 128
Likert s method of summated ratings 130
Scale referents in multi attribute research 132
Brand stimuli and brand benefits 135
Conjoint analysis 138
Summary 140
Further reading 141
7 Information processing and evaluative change 142
Types of explanation 142
Mechanisms and meaning 143
Processing value and probability 154
Dissonance theory 160
Researching the sequence of decision making 166
Summary 171
Further reading 172
8 Media advertising and sales promotions 173
Introduction 173
The promotional mix 174
Research developments 178
Sales promotion research 189
Effects of media advertising on sales 197
Ideas about advertising 207
Pre testing copy 218
Summary 223
Further reading 225
Glossary 225
References 227
Author index 245
Subject index 247
Figures
1.1 Dimensions of consumer action 3
1.2 The complete decision process model (from Engel,
Blackwell and Mimard, 1986, p. 35) 10
3.1 The multi component model of attitude (from
Rosenberg and Ho viand, 1960) 77
4.1 The theory of reasoned action 87
4.2 Birth control pill usage among college women:
relationships between components of the theory of
reasoned action (from Jaccard and Davidson, 1972) 92
4.3 Standardized regression coefficients relating
attitude, confidence and previous attempts to
intention and later attempts to stop (from Sutton,
Marsh and Matheson, 1987) 98
5.1 Theory of planned behaviour 111
7.1 Bartlett s battle axe. People see this object as an
axe, turf cutter or key because these are similar
(from Bartlett, 1932) 149
7.2 The value utility relationship 155
7.3 The probability relationship 157
ix
x Figures
8.1 Weekly demand from Scantrack research for two
product categories: (a) port, showing the build up
of weekly sales over the Christmas period; and (b)
confectionery, showing the sales peaks for special
days (Nielsen Marketing Research) 182 3
8.2 Effects of sales promotions averaged over different
periods (from Eskin, 1985) 184
8.3 The ratio of instant coffee drinkers in the TV
audience to instant coffee drinkers in the
population by time of day (adapted from Eskin,
1985) 186
8.4 Average response to trade promotions (from
Fulgoni, 1987) 188
8.5 Sales of Pepsi Cola show no relationship between
promotional sales and base rate sales (from the
Marketing Fact Book Scanner Data Base,
Information Resources Inc.) 191
8.6 The price/promotion response model (from the
Marketing Fact Book Scanner Data Base,
Information Resources Inc.) 198
8.7 Two effects of advertising 199
8.8 Possible relationships between sales gain and
advertising weight 205
8.9 The FCB gnd 216
Tables
2.1 Repeat purchase for given purchase frequencies
and penetrations 30
2.2 Sales of Corn Flakes and Shredded Wheat by a
sample of 1420 US households (from Ehrenberg
and Goodhardt, 1979) 31
2.3 Number of students making one or more telephone
calls in a day 34
2.4 Brand penetration and purchase frequency for
instant coffee sales over 48 weeks in the USA
(MRCA Panel Data, 1981) 38
2.5 Average frequencies of purchase of cereals in a
year (from Ehrenberg and Goodhardt, 1979) 41
2.6 Number of smokers making 0, 1, 2, 3 and 4 +
attempts to give up over a six month period and
expected figures predicted from NBD theory 53
3.1 Cross lagged correlations relating changes in
attitude (A) and behaviour (B) (from Kahle and
Herman, 1979) 66
3.2 Effect of correspondence on the attitude behaviour
(A B) relation (from Ajzen and Fishbein, 1977) 79
4.1 Mean beliefs and outcome evaluations for college
women who intend and do not intend to use birth
control pills (scales —3 to +3) (from Ajzen and
Fishbein, 1980, p. 146) 93
xi
xii Tables
4.2 Correlations between summary attitude scales and
behavioural intention to give up smoking (from
Marsh and Matheson, 1983, p. 115) 97
4.3 Subsequent smoking behaviour (percentage of their
group) by typology of original smoking intentions
(from Marsh and Matheson, 1983, p. 122) 99
4.4 Summary data from student studies 101
4.5 Salient beliefs about eating Mars Bars. Correlations
between likelihood evaluation products and
intention 102
7.1 Average ratings of subjects in favour of a pardon
for Nixon under different conditions of arousal
(from Cooper et al., 1978) 164
7.2 Ratings in favour of a ban on inflammatory
speakers on the campus under different believed
conditions of arousal (from Zanna and Cooper,
1974) 165
7.3 Number of students at option talks (from East,
1972) 169
7.4 Duration of attention (seconds) to the alternatives
in choice experiments (from East, 1973) 170
8.1 Percentage of BehaviorScan weight tests showing
significant sales increases 206
8.2 Percentage of participants signing up for an
alcoholic treatment unit 212
Exercises
1.1 Habits 7
1.2 Involvement 13
1.3 Constrained actions 15
2.1 Applying the sales equation 27
2.2 Using Program NBD: how the period affects the
data 33
2.3 Collecting panel data for comparison with NBD
predictions 34
2.4 Exploring the relationships 34
2.5 Marketing analyses 35
2.6 Inferences about purchase frequency 40
3.1 The expectancy value matrix 71
3.2 Eliciting salient beliefs and salient referents 72
3.3 Correspondence test 80
4.1 Analysing the bases of charity giving 90
4.2 Research by the student group 103
6.1 Brand attitudes 123
6.2 Constructing a Likert scale 130
6.3 Measuring the attributes of brands of chocolate bar 133
6.4 Stimulus management 136
6.5 Constructs 137
7.1 How did you decide? 142
7.2 Availability effects 151, 152
xiii
xiv Exercises
7.3 Who was to blame? 153
7.4 Positive and negative choices 156
7.5 The Allais paradox 156
7.6 Life and death 159
8.1 Advertisement recall and product use 210
8.2 Two hypothetical campaigns 218
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| indexdate | 2024-07-09T16:41:01Z |
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| isbn | 0304317292 |
| language | English |
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| title | Changing consumer behaviour |
| title_auth | Changing consumer behaviour |
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