Consumer behavior and managerial decision making:
Gespeichert in:
| 1. Verfasser: | |
|---|---|
| Format: | Buch |
| Sprache: | English |
| Veröffentlicht: |
Reading, Mass. [u.a.]
Pearson Education Internat.
2002
|
| Ausgabe: | 2. ed., internat. ed. |
| Schlagworte: | |
| Online-Zugang: | Inhaltsverzeichnis |
| Beschreibung: | XVIII, 457 S. Ill., graph. Darst. |
| ISBN: | 0131227955 |
Internformat
MARC
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Datensatz im Suchindex
| _version_ | 1804130220941246464 |
|---|---|
| adam_text | # ?•
»• «•
^^rief Contents
Chapter 1 The Scientific Study of Consumer Behavior 1
SECTION I HOW CONSUMERS ACQUIRE, REMEMBER, AND USE
PRODUCT KNOWLEDGE 23
Chapter 2 Consumer Attention and Comprehension 24
Chapter 3 Consumer Memory 50
Chapter 4 Consumer Judgment 79
Chapter 5 Consumer Choice 107
SECTION II PERSUASION AND INFLUENCE 133
Chapter 6 The Message Learning Approach to Persuasion 134
Chapter 7 Cognitive Approaches to Persuasion 158
Chapter 8 Affective and Motivational Approaches to Persuasion 181
Chapter 9 Self Persuasion Principles 210
Chapter 10 Social Influence Principles 235
SECTION III MANAGERIAL DECISION MAKING 265
Chapter 11 Online Consumer Behavior 266
Chapter 12 Segmentation and International Marketing 282
Chapter 13 New Product Development 304
Chapter 14 Product Management 331
Chapter 15 Biases in Managerial Decision Making 359
Chapter 16 Strategies for Improving Managerial Decision Making 384
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Preface xv
Chapter 1 The Scientific Study of Consumer Behavior 1
Amazon.com 1
Introduction 3
What Is Consumer Behavior? 5
Consumer Responses 5
The Scientific Method 10
Correlational Relationships 13
Causal Relationships 14
Confounding Variables 16
The Behavioral Sciences versus the Physical Sciences 16
Reduction of Uncertainty 17
Behavioral Science and Probability 20
Taking Issue SUPERMARKETS AND SUPPLIERS: SHARE AND SHARE
ALIKE? 6
Making the Decision THE VARIABLES OF VACCINATION 12
Making the Decision DID INFORMIX PUT THE CART BEFORE THE
HORSE? 19
Chapter Summary 21
Key Concepts 21
Discussion Questions 21
SECTION I HOW CONSUMERS ACQUIRE, REMEMBER. AND USE
PRODUCT KNOWLEDGE 23
Chapter 2 Consumer Attention and Comprehension 24
Ben Jerry s Homemade 24
Introduction 25
Product Knowledge Acquired through Firsthand Experience 26
Product Trial of Consumer Durables 26
Product Knowledge Acquired through Secondhand Experience 27
Limits of Attention 29
Attention Intensity 31
Arousal 31
Selective Attention 32
Voluntary and Involuntary Attention 33
Novelty 33
Vividness 37
Contents vii ?
Personal Interest 37
Concreteness 39
Proximity 41
Comprehension 41
Believability 41
Miscomprehension (Famous Federal Trade Commission Cases) 44
Comparison Omission 45
Piecemeal Data 46
Affirmation of the Consequent 46
Demonstrations 47
Making the Decision SHOW OR TELL? 28
Making the Decision WHO S GETTING FRAMED? 36
Taking Issue BELIEVING THE GOOD HOUSEKEEPING SEAL 45
Chapter Summary 47
Key Concepts 48
Discussion Questions 48
Chapter 3 Consumer Memory 50
7 Eleven 50
Introduction 51
Short Term Memory 53
Long Term Memory 55
The Organization Principle of Long Term Memory 56
The Encoding Specificity Principle of Long Term Memory 60
The Association Principle of Long Term Memory 63
The Priming Effect 65
Associative Interference 69
Combating Marketplace Rumors 70
Combating Media Clutter 73
Implicit Memory 75
Making the Decision SUBARU S OUTBACK IMAGE 57
Making the Decision FROM YO YOS TO ZIPPOS, MEMORY SERVES 64
Taking Issue STRIKES: WHO S IN AND WHO S OUT? 71
Chapter Summary 76
Key Concepts 77
Discussion Questions 77
Chapter 4 Consumer Judgment 79
Star Wars 79
Introduction 80
Nonevaluative Judgment (Belief) 82
Types of Beliefs 83
Evaluative Judgment (Attitude) 85
The Theory of Reasoned Action 88
Information Integration Theory 89
Zanna and Rempel s (1988) Model 90
? viii Contents
Preference Judgment 90
How Are Preferences Determined? 91
Satisfaction Judgment 94
Expectancy Disconfirmation Model 96
Prediction and Intention Judgment 97
Heuristics 98
Judgment and Behavior 99
Norms 100
Individual Differences and Personality Processes 101
Properties of Attitudes 101
The MODE Model 102
Making the Decision THE BRITISH ARE COMING 81
Taking Issue WHEN CUSTOMERS CAN T GET NO SATISFACTION 95
Chapter Summary 105
Key Concepts 105
Discussion Questions 106
Chapter 5 Consumer Choice 107
Benjamin Moore, Ralph Lauren, and Martha Stewart 107
Introduction 108
The Consideration Set 108
Part List Cuing 109
The Attraction Effect 111
The Trade off Contrast Effect 112
The Compromise Effect 113
Stimulus Based versus Memory Based Choice 113
Mixed Choice 114
Attitude Based versus Attribute Based Choice 116
The Accessibility Diagnosticity Model 116
Choice Heuristics 120
Attitude Based Strategies 120
Attribute Based Strategies 122
Determinants of Choice Strategy 125
Processing Goals 125
Processing Load 125
Contextual Variables 125
Taking Issue IS INTERNATIONAL CALLBACK FAIR PLAY? 127
Making the Decision USING THE FRAMING EFFECT: ROGAINE 129
Chapter Summary 130
Key Concepts 130
Discussion Questions 131
SECTION II PERSUASION AND INFLUENCE 133
Chapter 6 The Message Learning Approach to Persuasion 134
Jane 134
Contents ix ?
Introduction 135
Exposure Control 136
Source Factors 139
Credibility 140
Attractiveness 140
Message Factors 142
Message Complexity 142
One Sided versus Two Sided Messages 144
Rational versus Emotional Appeals 145
Order of Presentation 149
The Sleeper Effect 150
Recipient Factors 151
Medium Factors 154
Taking Issue HOW REPUTATIONS ARE WON AND LOST 141
Making the Decision SATURDAY NIGHT AD FEVER 153
Making the Decision FRUIT LABEL STICKS TO A NEW MEDIUM 155
Chapter Summary 156
Key Concepts 157
Discussion Questions 157
Chapter 7 Cognitive Approaches to Persuasion 158
Software Publications Inc. 158
Introduction 159
Theories of Comparative Judgment 160
Adaptation Level Theory 160
Social Judgment Theory 163
Perspective Theory 167
Influencing Consumers Reference Points 169
Attribution Theories 171
Self Perception Theory 171
Kelley s Attribution Theory: 1. Covariation Principles 174
Kelley s Attribution Theory: 2. Causal Schemata 176
Taking Issue PUBLIC SCHOOLS—AND RETAILERS—TAKE THE
UNIFORM APPROACH 164
Making the Decision BEST BUYS AREN T ALWAYS BEST 173
Chapter Summary 178
Key Concepts 179
Discussion Questions 179
Chapter 8 Affective and Motivational Approaches to Persuasion 181
Squirrel Brand Co. 181
Introduction 182
Affective Approaches 183
Classical Conditioning 183
Color and Affect 188
? x Contents
The Mere Exposure Effect 188
Zillmann s Theory of Emotion 191
Mandler s Theory of Emotion 192
Motivational Approaches 194
Balance Theory 194
Cognitive Dissonance Theory 196
Impression Management Theory 199
Attitude Functions 200
Taking Issue IS MASTERCARD SMART MONEY? 189
Making the Decision HALLOWEEN S NEW HYPE 201
Chapter Summary 207
Key Concepts 208
Discussion Questions 208
Chapter 9 Self Persuasion Principles 210
McDonald s 210
Introduction 211
Philosophies of the Leading Ad Agencies 212
Facts versus Emotions 212
Soft Sell versus Hard Sell 213
The Elaboration Likelihood Model 216
Central versus Peripheral Routes to Persuasion 216
Role Playing 223
Attitude Polarization 223
Indirect Persuasion 225
The Syllogistic Inference Rule 227
Taking Issue SELLING HARD: THE TABLOIDS WON T GO
SOFT 215
Making the Decision MIKE VEECK PLAYS HARDBALL 217
Making the Decision SOFT SELL BY MAIL ORDER 231
Chapter Summary 232
Key Concepts 233
Discussion Questions 233
Chapter 10 Social Influence Principles 235
The NBA 235
Introduction 236
The Automaticity Principle 237
Different Types of Heuristics 237
The Commitment and Consistency Principle 240
The Foot in the Door Technique 240
The Low Ball Technique 241
The Reciprocity Principle 245
The Door in the Face Technique 245
The That s Not All Technique 249
Contents xi ?
The Multiple Deescalating Requests Technique 251
The Even a Penny Technique 251
The Scarcity Principle 252
The Social Validation Principle 254
Normative versus Informational Influence 255
Individual Differences in Susceptibility to Conformity 256
The Liking Principle 257
Factors in the Liking Principle 257
The Authority Principle 259
The Confusion Principle 260
Making the Decision WHO WANTS A CHEAP MERCEDES? 239
Taking Issue COKE S MONEY: IT S THE REAL THING 246
Making the Decision WATCHING THE WATCH MARKET 252
Chapter Summary 262
Key Concepts 263
Discussion Questions 263
SECTION 111 MANAGERIAL DECISION MAKING 265
Chapter 11 Online Consumer Behavior 266
Dell Computer 266
Introduction 267
The Age of Interactivity 268
Information Search in Bricks and Mortar versus Electronic Retail
Environments 270
Effects of Reduced Search Costs on Sensitivity to Price and Quality 274
Interactive Decision Aids and Electronic Satisfaction 277
Taking Issue IS E*TRADE FOR EVERYONE? 272
Making the Decision THE WEB GETS REEL 278
Chapter Summary 280
Key Concepts 280
Discussion Questions 281
Chapter 12 Segmentation and International Marketing 282
Volvo 282
Introduction 283
Segmentation versus Aggregation Strategies 283
Consumer Preference Heterogeneity 284
The Majority Fallacy 284
The Sales Costs Trade off 287
Cannibalization 288
Bases of Segmentation 289
Geographic Bases 290
Demographic Bases 293
? xii Contents !
Psychographic Bases 294
Behavioral Bases 295
The Customer X Product X Usage Situation Matrix 300
Making the Decision CHINESE READERS LOVE READERS 286
Taking Issue BUSINESS TRAVELERS DON T LOVE DISNEY 298
Chapter Summary 302
Key Concepts 302
Discussion Questions 302
Chapter 13 New Product Development 304
Gateway versus Dell 304
Introduction 305
Proactive versus Reactive Strategies 305
The Pioneering Advantage 308
Three Hypotheses about Pioneering 310
Opportunity Identification 314
Positioning Strategies 315
Positioning Pioneering Brands 315
Positioning by Attributes/Benefits 317
Positioning by Price 319
Positioning by User 321
Positioning by Usage Situation 321
Repositioning the Competition 323
Consumer Driven Engineering 325
Constructing a Perceptual Map 325
Preference Analysis 327
Making the Decision PEDDLING FOR PROFIT 322
Chapter Summary 329
Key Concepts 329
Discussion Questions 329
Chapter 14 Product Management 331
Ferrari 331
Introduction 332
Entry Strategy and Innovation Diffusion 332
Rapid Takeoff Strategy 334
Rapid Acceleration Strategy 335
Maximum Penetration and Long Run Franchise Strategies 335
Product Life Cycle Management 335
Extending the Product Life Cycle 337
Brand Equity Management 339
Brand Equity 340
Brand Extensions 342
Measuring Brand Equity 344
Contents xiii ?
Product Line Management 348
Product Line Breadth 348
Cannibalization 349
Managing Market Leaders 351
Increasing Ambiguity 352
Managing Market Underdogs 354
Making the Decision BASKIN ROBBINS GETS A FACELIFT 338
Making the Decision JAMBA JUICE STAYS SMOOTH 342
Taking Issue BIRTHDAY BASHES: BOOM OR BUST? 555
Taking Issue HEARTLAND CANDLES ARE MADE WITH HEART 356
Chapter Summary 357
Key Concepts 358
Discussion Questions 358
Chapter 15 Biases in Managerial Decision Making 359
Wireless Phone Companies Go Retail 359
Introduction 360
Biases Resulting from Attention and Memory Related Constraints 360
Salience and Vividness Effects 361
Context Effects 363
Biased Assimilation 365
Pseudodiagnosticity 366
Group Decision Making 367
Biases Resulting from Underprocessing 369
The Representativeness Heuristic 369
The Availability Heuristic 372
The Simulation Heuristic 373
The Anchoring and Adjustment Heuristic 374
Biases Resulting from Overprocessing 377
Correspondence Bias 377
Using Irrelevant Analogies 379
The Perseverance Effect 379
The Dilution Effect 380
Premature Cognitive Commitment 380
Overcorrection 381
Making the Decision DECIDING ON DEFENSE 378
Chapter Summary 381
Key Concepts 382
Discussion Questions 382
Chapter 16 Strategies for Improving Managerial Decision Making 384
Levi Strauss Co. 384
Introduction 385
Decision Frame Management 386
Epistemic Unfreezing 387
? xiv Contents
Increasing Predictive Accuracy 388
What s the Base Rate? 390
Assessing the Reliability and Validity of Information 390
Distinguishing between Convergence and Redundancy 396
Resisting Scenario Thinking 398
Avoiding Overconfidence 399
Judgment Updating and Revision 400
Taking Issue ARE PRICE WARS WORTH THE FIGHT? 389
Chapter Summary 402
Key Concepts 402
Discussion Questions 403
Glossary 405
References 417
Name Index 441
Subject Index 447
|
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| author | Kardes, Frank R. |
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| dewey-search | 658.8342 658.8/342 21 |
| dewey-sort | 3658.8342 |
| dewey-tens | 650 - Management and auxiliary services |
| discipline | Wirtschaftswissenschaften |
| edition | 2. ed., internat. ed. |
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| owner | DE-384 DE-703 DE-521 |
| owner_facet | DE-384 DE-703 DE-521 |
| physical | XVIII, 457 S. Ill., graph. Darst. |
| publishDate | 2002 |
| publishDateSearch | 2002 |
| publishDateSort | 2002 |
| publisher | Pearson Education Internat. |
| record_format | marc |
| spelling | Kardes, Frank R. Verfasser (DE-588)170249433 aut Consumer behavior and managerial decision making Frank R. Kardes 2. ed., internat. ed. Reading, Mass. [u.a.] Pearson Education Internat. 2002 XVIII, 457 S. Ill., graph. Darst. txt rdacontent n rdamedia nc rdacarrier Consumer behavior Decision making Entscheidungsprozess (DE-588)4121202-2 gnd rswk-swf Management (DE-588)4037278-9 gnd rswk-swf Unternehmen (DE-588)4061963-1 gnd rswk-swf Marketingmanagement (DE-588)4168907-0 gnd rswk-swf Entscheidungsfindung (DE-588)4113446-1 gnd rswk-swf Verbraucherverhalten (DE-588)4062644-1 gnd rswk-swf Entscheidung (DE-588)4014904-3 gnd rswk-swf Verbraucherverhalten (DE-588)4062644-1 s Management (DE-588)4037278-9 s Entscheidungsprozess (DE-588)4121202-2 s DE-604 Marketingmanagement (DE-588)4168907-0 s Entscheidungsfindung (DE-588)4113446-1 s 1\p DE-604 Entscheidung (DE-588)4014904-3 s Unternehmen (DE-588)4061963-1 s 2\p DE-604 HBZ Datenaustausch application/pdf http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=010485919&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 2\p cgwrk 20201028 DE-101 https://d-nb.info/provenance/plan#cgwrk |
| spellingShingle | Kardes, Frank R. Consumer behavior and managerial decision making Consumer behavior Decision making Entscheidungsprozess (DE-588)4121202-2 gnd Management (DE-588)4037278-9 gnd Unternehmen (DE-588)4061963-1 gnd Marketingmanagement (DE-588)4168907-0 gnd Entscheidungsfindung (DE-588)4113446-1 gnd Verbraucherverhalten (DE-588)4062644-1 gnd Entscheidung (DE-588)4014904-3 gnd |
| subject_GND | (DE-588)4121202-2 (DE-588)4037278-9 (DE-588)4061963-1 (DE-588)4168907-0 (DE-588)4113446-1 (DE-588)4062644-1 (DE-588)4014904-3 |
| title | Consumer behavior and managerial decision making |
| title_auth | Consumer behavior and managerial decision making |
| title_exact_search | Consumer behavior and managerial decision making |
| title_full | Consumer behavior and managerial decision making Frank R. Kardes |
| title_fullStr | Consumer behavior and managerial decision making Frank R. Kardes |
| title_full_unstemmed | Consumer behavior and managerial decision making Frank R. Kardes |
| title_short | Consumer behavior and managerial decision making |
| title_sort | consumer behavior and managerial decision making |
| topic | Consumer behavior Decision making Entscheidungsprozess (DE-588)4121202-2 gnd Management (DE-588)4037278-9 gnd Unternehmen (DE-588)4061963-1 gnd Marketingmanagement (DE-588)4168907-0 gnd Entscheidungsfindung (DE-588)4113446-1 gnd Verbraucherverhalten (DE-588)4062644-1 gnd Entscheidung (DE-588)4014904-3 gnd |
| topic_facet | Consumer behavior Decision making Entscheidungsprozess Management Unternehmen Marketingmanagement Entscheidungsfindung Verbraucherverhalten Entscheidung |
| url | http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=010485919&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA |
| work_keys_str_mv | AT kardesfrankr consumerbehaviorandmanagerialdecisionmaking |