Consumer behavior:
Gespeichert in:
| Hauptverfasser: | , |
|---|---|
| Format: | Buch |
| Sprache: | English |
| Veröffentlicht: |
Upper Saddle River, NJ
Prentice Hall
2000
|
| Ausgabe: | 7. ed. |
| Schlagworte: | |
| Online-Zugang: | Inhaltsverzeichnis |
| Beschreibung: | Getr. Zählung Ill., graph. Darst. |
| ISBN: | 0130841293 |
Internformat
MARC
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| 100 | 1 | |a Schiffman, Leon G. |e Verfasser |4 aut | |
| 245 | 1 | 0 | |a Consumer behavior |c Leon G. Schiffman ; Leslie Lazar Kanuk |
| 250 | |a 7. ed. | ||
| 264 | 1 | |a Upper Saddle River, NJ |b Prentice Hall |c 2000 | |
| 300 | |a Getr. Zählung |b Ill., graph. Darst. | ||
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| 650 | 7 | |a Marketing |2 gtt | |
| 650 | 4 | |a Consumer behavior | |
| 650 | 4 | |a Motivation research (Marketing) | |
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Datensatz im Suchindex
| _version_ | 1804128122883276801 |
|---|---|
| adam_text | Preface ix
¦ PART 1
INTRODUCTION 1
Chapter 1 Introduction: Diversity in the Marketplace 3
Chapter 2 Consumer Research 14
Chapter 3 Market Segmentation 33
¦ PART 2
THE CONSUMER AS AN INDIVIDUAL 61
/ Chapter 4 Consumer Motivation 63
Chapter 5 Personality and Consumer Behavior 94
Chapter 6 Consumer Perception 122
Chapter 7 Consumer Learning 160
yChapter 8 Consumer Attitude Formation and Change 199
Chapter 9 Communication and Consumer Behavior 228
¦ PART 3
CONSUMERS IN THEIR SOCIAL
AND CULTURAL SETTINGS 261
Chapter 10 Reference Groups and Family Influences 263
Chapter 11 Social Class and Consumer Behavior 297
Chapter 12 The Influence of Culture on Consumer Behavior 322
Chapter 13 Subcultures and Consumer Behavior 346
Chapter 14 Cross Cultural Consumer Behavior: An International Perspective 372
¦ PART 4
THE CONSUMER S DECISION MAKING PROCESS 393
Chapter 15 Consumer Influence and the Diffusion of Innovations 395
Chapter 16 Consumer Decision Making 437
Glossary G l
Company Index 1 1
Name Index 1 4
Subject Index 1 7
Credits CR 1
Preface ix
¦ PART 1
INTRODUCTION / 1
1 Introduction: Diversity
in the Marketplace 3
Consumer Behavior as an Academic
Discipline and an Applied Science 4
The Marketing Concept / 5 • The Scope of
Consumer Behavior / 5 • Consumer Behavior
Has Interdisciplinary Roots / 6
Simplified Model of Consumer Decision Making 6
Ethics in Marketing 8
Ethics and Social Responsibility / 9 • The
Societal Marketing Concept /11
The Plan of This Book 11
Summary 12
Discussion Questions 12
Key Terms 13
Notes 13
2 Consumer Research 14
Consumer Research Paradigms 14
Quantitative Research /15 • Qualitative
Research /15 • Combining Qualitative and
Quantitative Research Findings / 16
The Consumer Research Process 17
Developing Research Objectives /17 • Collecting
Secondary Data /18 • Designing Primary Research
/19 • Data Collection / 29 • Analysis / 29 • Report
Preparation / 29
Conducting a Research Study 29
Summary 30
Discussion Questions 30
Exercises 31
Key Terms 31
Notes 31
3 Market Segmentation 33
What Is Market Segmentation? 33
Who Uses Market Segmentation? / 34 • How
Market Segmentation Operates / 35
Bases for Segmentation 36
Geographic Segmentation / 38 • Demographic
Segmentation / 38 • Psychological Segmentation / 42 •
Psychographic Segmentation / 42 • Sociocultural
Segmentation / 43 • Use Related Segmentation / 47 •
Usage Situation Segmentation / 48 • Benefit Segment¬
ation / 49 • Hybrid Segmentation Approaches / 51
¦¦¦¦¦¦¦¦¦¦¦¦¦¦
Criteria for Effective Targeting
of Market Segments 57
Identification / 57 • Sufficiency / 57 • Stability / 57
• Accessibility / 57
Implementing Segmentation Strategies 58
Concentrated versus Differentiated Marketing / 58
• Countersegmentation / 58
Summary 59
Discussion Questions 59
Exercises 60
Key Terms 60
Notes 60
¦ PART 2
THE CONSUMER AS AN
INDIVIDUAL / 61
4 Consumer Motivation 63 V
Motivation 63
Needs / 64 • Goals / 65 • Interdependence of
Needs and Goals / 68 • Positive and Negative
Motivation / 68 • Rational versus Emotional
Motives / 69
The Dynamic Nature of Motivation 70
Needs Are Never Fully Satisfied / 70 • New Needs
Emerge as Old Needs Are Satisfied / 70 • Success
and Failure Influence Goals / 71 • Substitute Goals
/ 72 • Frustration / 72 • Arousal of Motives / 75
Types and Systems of Needs 78
Hierarchy of Needs / 78 • A Trio of Needs / 86
The Measurement of Motives 89
Motivational Research / 89
Summary 91
Discussion Questions 92
Exercises 92
Key Terms 93
Notes 93
5 Personality and Consumer Behavior 94
What Is Personality? 94
The Nature of Personality / 95
Theories of Personality 96
Freudian Theory / 96 • Neo Freudian Personality
Theory / 97 • Trait Theory / 99
Personality and Understanding
Consumer Diversity 100
Consumer Innovativeness and Related
Personality Traits / 100 • Cognitive Personality
Factors /102 • From Consumer Materialism to
Compulsive Consumption / 104 • Consumer
vi Contents
Ethnocentrism: Responses to Foreign Made
Products /108
Brand Personality 109
Brand Personification /109 • Product Personality
and Gender /110 • Personality and Color /111
Self and Self image 111
One or Multiple Selves /111 • The Makeup of the
Self image /113 • The Extended Self /114 • Altering
the Self /115 • Vanity and Consumer Behavior /116
Virtual Personality or Self 117
Summary 118
Discussion Questions 118
Exercises 119
Key Terms 119
Notes 119
6 Consumer Perception 122
Elements of Perception 122
Sensation /123 • The Absolute Threshold / 123 •
The Differential Threshold / 124 • Subliminal
Perception /127
Dynamics of Perception 129
Perceptual Selection /131 • Perceptual
Organization /135 • Perceptual Interpretation /138
Consumer Imagery 141
Product Positioning and Repositioning/141 •
Positioning of Services /142 • Perceived Price /144
• Perceived Quality /145 • Retail Store Image /150
• Manufacturers Image /151 • Perceived Risk /153
Summary 155
Discussion Questions 156
Exercises 156
Key Terms 157
Notes 157
7 Consumer Learning 160
Consumer Learning 160
Motivation / 161 • Cues / 161 • Response / 162 •
Reinforcement / 162
Behavioral Learning Theories 162
Classical Conditioning/ 162 • Instrumental
Conditioning / 171 • Modeling or Observational
Learning / 174
Cognitive Learning Theory 176
Information Processing / 176 • Involvement
Theory/ 183
Measures of Consumer Learning 189
Recognition and Recall Measures / 190 • Cognitive
Responses to Advertising / 190 • Attitudinal and
Behavioral Measures of Brand Loyalty /190
Brand Equity 193
Summary 194
Discussion Questions 194
Exercises 195
Key Terms 195
Notes 195
8 Yy Consumer Attitude Formation
and Change 199
What Are Attitudes? 200
The Attitude Object / 200 • Attitudes Are a Learned
Predisposition / 200 • Attitudes Have Consistency / 200
• Attitudes Occur within a Situation / 201
Structural Models of Attitudes 202
Tricomponent Attitude Model / 202 • Multiattribute
Attitude Models / 205 • Theory of Trying to Consume
/ 207 • Attitude Toward the Ad Models / 208
Attitude Formation 209
How Attitudes Are Learned / 209 • Sources of
Influence on Attitude Formation / 210 •
Personality Factors / 212
Attitude Change 212
Strategies of Attitude Change 212
Changing the Basic Motivational Function / 212 •
Associating the Product with a Special Group,
Event, or Cause / 214 • Resolving Two Conflicting
Attitudes / 215 • Altering Components of the
Multiattribute Model / 216 • Changing Beliefs
about Competitors Brands / 218 • The
Elaboration Likelihood Model (ELM) / 218
Behavior Can Precede or Follow Attitude
Formation 218
Cognitive Dissonance Theory / 219 • Attribution
Theory/219
Summary 223
Discussion Questions 224
Exercises 225
Key Terms 225
Notes 225
9 Communication
and Consumer Behavior 228
Components of Communication 228
The Sender / 229 • The Receiver / 229 • The
Medium / 229 • The Message / 229 • Feedback /
230
The Communications Process 230
The Message Initiator (The Source) / 230 • The
Target Audience (The Receivers) / 233 •
Feedback—The Receiver s Response / 236
Designing Persuasive Communications 238
Communications Strategy / 238 • Media Strategy
/ 239 • Message Strategies / 242
Summary 256
Discussion Questions 256
Exercises 257
Key Terms 257
Notes 257
¦ PART 3
CONSUMERS IN THEIR SOCIAL
AND CULTURAL SETTINGS/261
10 Reference Groups
and Family Influences 263
What Is a Group? 263
Understanding the Power of Reference Groups 264
A Broadened Perspective on Reference Groups / 264
• Factors That Affect Reference Group Influence / 265
• Reference Groups and Consumer Conformity / 267
Selected Consumer Related Reference Groups 268
Friendship Groups / 268 • Shopping Groups / 268 •
Work Groups / 269 • Virtual Groups or
Communities / 269 • Consumer Action Groups / 270
Celebrities and Other Reference Group Appeals 270
Celebrities / 271 • The Expert / 272 • The Common
Man / 272 • The Executive and Employee
Spokesperson / 273 • Trade or Spokes Characters /
275 • Other Reference Group Appeals / 275
The Family Is a Concept in Flux 275
Socialization of Family Members 277
Consumer Socialization of Children / 277 • Adult
Consumer Socialization / 278 • Intergenerational
Socialization / 278
Other Functions of the Family 280
Economic Well Being / 280 • Emotional Support
/ 280 • Suitable Family Lifestyles / 280
Family Decision Making
and Consumption Related Roles 282
Key Family Consumption Roles / 282 • Dynamics
of Husband Wife Decision Making / 283
The Family Life Cycle 285
Traditional Family Life Cycle / 285 • Modifications—
The Nontraditional FLC / 288
Summary 293
Discussion Questions 293
Exercises 294
Key Terms 294
Notes 295
11 Social Class and Consumer Behavior 297
What Is Social Class? 297
Social Class and Social Status / 298 • Social Class Is
Hierarchical and a Natural Form of Segmentation /
298 • Social Class Categories / 298
The Measurement of Social Class 300
Subjective Measures / 300 • Reputational
Measures / 301 • Objective Measures / 301
Lifestyle Profiles of the Social Classes 307
Social Class Mobility 307
Signs of Downward Mobility / 310
Geodemographic Clustering 310
The Affluent Consumer 310
The Media Exposure of the Affluent Consumer /
314 • Segmenting the Affluent Market / 315
The Nonaffluent Consumer 316
The Arrival of Techno Class 316
Selected Consumer Behavior Applications of
Social Class 317
Contents vii
Clothing, Fashion, and Shopping / 317 • The Pursuit
of Leisure / 318 • Saving, Spending, and Credit / 318
• Social Class and Communication / 318
Summary 319
Discussion Questions 320
Exercises 320
Key Terms 320
Notes 321
12 The Influence of Culture
on Consumer Behavior 322
What Is Culture? 322
The Invisible Hand of Culture 323
Culture Satisfies Needs 323
Culture Is Learned 324
Enculturation and Acculturation / 326 • Language and
Symbols / 326 • Ritual / 328 • Culture Is Shared / 329
Culture Is Dynamic 330
The Measurement of Culture 331
Content Analysis / 332 • Consumer Fieldwork /
332 • Value Measurement Survey Instruments / 333
American Core Values 334
Achievement and Success / 335 • Activity / 335 •
Efficiency and Practicality / 336 • Progress / 337 •
Material Comfort / 338 • Individualism / 339 •
Freedom / 339 • External Conformity / 339 •
Humanitarianism / 340 • Youthfulness / 340 •
Fitness and Health / 341 • Core Values Are Not
an American Phenomenon / 342
Summary 343
Discussion Questions 343
Exercises 344
Key Terms 344
Notes 344
13 Subcultures and Consumer Behavior 346
What Is Subculture? 346
Nationality Subcultures 348
Hispanic Subcultures / 348
Religious Subcultures 350
Geographic and Regional Subcultures 352
Racial Subcultures 353
The African American Consumer / 353 • Asian
American Consumers / 355
Age Subcultures 357
The Generation X Market / 358 • The Baby
Boomer Market / 360 • The Older Consumer / 361
Sex as a Subculture 364
Sex Roles and Consumer Behavior / 365 • The
Working Woman / 366
Subcultural Interaction 368
Summary 368
Discussion Questions 368
Exercises 369
Key Terms 369
Notes 369
viii Contents
14 Cross Cultural Consumer Behavior:
An International Perspective 372
The Imperative to Be Multinational 372
Acquiring Exposure to Other Cultures / 373 •
Country of Origin Effects / 375
Cross Cultural Consumer Analysis 376
Similarities and Differences Among People / 376 •
The Growing Global Middle Class / 378 •
Acculturation Is a Needed Marketing Viewpoint / 379
Alternative Multinational Strategies:
Global versus Local 381
Favoring a World Brand / 381 • Adaptive
Global Marketing / 382 • Frameworks for
Assessing Multinational Strategies / 383
Cross Cultural Psychographic Segmentation 386
Marketing Mistakes: A Failure
to Understand Differences 386
Product Problems / 388 • Promotional Problems /
388 • Pricing and Distribution Problems / 389
Summary 390
Discussion Questions 390
Exercises 391
Key Terms 391
Notes 391
M PART 4
THE CONSUMER S DECISION
MAKING PROCESS / 393
15 Consumer Influence
and the Diffusion of Innovations 395
What Is Opinion Leadership? 395
Dynamics of the Opinion Leadership Process 396
Credibility / 396 • Positive and Negative Product
Information / 396 • Information and Advice / 397
• Opinion Leadership Is Category Specific / 397
• Opinion Leadership Is a Two Way Street / 397
The Motivation Behind Opinion Leadership 398
The Needs of Opinion Leaders / 398 • The Needs
of Opinion Receivers / 398 • Purchase Pals / 399
• Surrogate Buyers versus Opinion Leaders / 399
Measurement of Opinion Leadership 400
A Profile of the Opinion Leader 402
Frequency and Overlap
of Opinion Leadership 405
The Situational Environment
of Opinion Leadership 405
The Interpersonal Flow of Communication 406
Multistep Flow of Communication Theory / 406
Opinion Leadership
and the Firm s Marketing Strategy 407
Programs Designed to Stimulate Opinion Leadership /
408 • Advertisements Simulating Opinion Leadership /
408 • Word of Mouth May Be Uncontrollable / 408 •
Creation of Opinion Leaders / 410
Diffusion of Innovations 410
The Diffusion Process 411
The Innovation / 411 • The Channels of
Communication / 419 • The Social System / 420 •
Time / 420
The Adoption Process 424
Stages in the Adoption Process / 424 • The
Adoption Process and Information Sources / 425
A Profile of the Consumer Innovator 426
Defining the Consumer Innovator / 426 •
Interest in the Product Category / 427 • The
Innovator Is an Opinion Leader / 427 •
Personality Traits / 427 • Media Habits / 430 •
Social Characteristics / 430 • Demographic
Characteristics / 430 • Are There Generalized
Consumer Innovators? / 431
Summary 432
Discussion Questions 434
Exercises 434
Key Terms 435
Notes 435
16 Consumer Decision Making 437
What Is a Decision? 43 7
Levels of Consumer Decision Making 438
Extensive Problem Solving / 438 • Limited
Problem Solving / 439 • Routinized Response
Behavior / 439
Models of Consumers: Four Views
of Consumer Decision Making 439
An Economic View / 439 • A Passive View / 440 •
A Cognitive View / 440 • An Emotional View / 441
A Model of Consumer Decision Making 442
Input / 443 • Process / 444 • Output / 455
Consumer Gifting Behavior 457
Beyond the Decision: Consuming
and Possessing 459
Products Have Special Meanings and Memories /
461
Relationship Marketing 462
Summary 466
Discussion Questions 466
Exercises 467
Key Terms 467
Notes 468
Glossary G l
Company Index 1 1
Name Index 1 4
Subject Index 1 7
Credits CR 1
|
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| isbn | 0130841293 |
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| spelling | Schiffman, Leon G. Verfasser aut Consumer behavior Leon G. Schiffman ; Leslie Lazar Kanuk 7. ed. Upper Saddle River, NJ Prentice Hall 2000 Getr. Zählung Ill., graph. Darst. txt rdacontent n rdamedia nc rdacarrier Consumenten gtt Consumentengedrag gtt Koopgedrag gtt Marketing gtt Consumer behavior Motivation research (Marketing) Verbraucherverhalten (DE-588)4062644-1 gnd rswk-swf 1\p (DE-588)4123623-3 Lehrbuch gnd-content Verbraucherverhalten (DE-588)4062644-1 s DE-604 Kanuk, Leslie L. Verfasser aut HBZ Datenaustausch application/pdf http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=009102716&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA Inhaltsverzeichnis 1\p cgwrk 20201028 DE-101 https://d-nb.info/provenance/plan#cgwrk |
| spellingShingle | Schiffman, Leon G. Kanuk, Leslie L. Consumer behavior Consumenten gtt Consumentengedrag gtt Koopgedrag gtt Marketing gtt Consumer behavior Motivation research (Marketing) Verbraucherverhalten (DE-588)4062644-1 gnd |
| subject_GND | (DE-588)4062644-1 (DE-588)4123623-3 |
| title | Consumer behavior |
| title_auth | Consumer behavior |
| title_exact_search | Consumer behavior |
| title_full | Consumer behavior Leon G. Schiffman ; Leslie Lazar Kanuk |
| title_fullStr | Consumer behavior Leon G. Schiffman ; Leslie Lazar Kanuk |
| title_full_unstemmed | Consumer behavior Leon G. Schiffman ; Leslie Lazar Kanuk |
| title_short | Consumer behavior |
| title_sort | consumer behavior |
| topic | Consumenten gtt Consumentengedrag gtt Koopgedrag gtt Marketing gtt Consumer behavior Motivation research (Marketing) Verbraucherverhalten (DE-588)4062644-1 gnd |
| topic_facet | Consumenten Consumentengedrag Koopgedrag Marketing Consumer behavior Motivation research (Marketing) Verbraucherverhalten Lehrbuch |
| url | http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=009102716&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA |
| work_keys_str_mv | AT schiffmanleong consumerbehavior AT kanuklesliel consumerbehavior |