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ISBN: 9780273787327
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Consumer Behavior, 11e (e-Book VS 12m)


By Leon Schiffman

Descripción:

For undergraduate and graduate consumer behavior courses.

The text that set the standard for consumer behavior study.

Consumer Behavior explores how the examination and application of consumer behavior is central to the planning, development, and implementation of marketing strategies.

MyMarketingLab for Consumer Behavior is a total learning package. MyMarketingLab is an online homework, tutorial, and assessment program that truly engages students in learning.



Contenido:
  • 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
  • Summary
  • Review and Discussion Questions
  • Hands-on Assignments
  • Key Terms
  • 2 Segmentation, Targeting, and Positioning
  • Market Segmentation and Effective Targeting
  • Identifiable
  • Sizeable
  • Stable and Growing
  • Reachable
  • Congruent with the Marketer?s Objectives and Resources
  • Applying the Criteria
  • Bases for Segmentation
  • 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
  • Summary
  • Review and Discussion Questions
  • Hands-on Assignments
  • Key Terms
  • 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
  • Murray?s List of Psychogenic Needs
  • Maslow?s Hierarchy of Needs
  • Physiological Needs
  • Safety Needs
  • Social Needs
  • Egoistic Needs
  • Need for Self-Actualization
  • Evaluation of Maslow?s Theory
  • Marketing Applications of Maslow?s 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
  • Summary
  • Review and Discussion Questions
  • Hands-on Assignments
  • Key Terms
  • 4 Consumer Perception
  • The Elements of Perception
  • Sensory Input
  • The Absolute Threshold
  • Ambush Marketing
  • Experiential Marketing
  • The Differential Threshold
  • The JND?s Implications for Product Pricing and Improvement
  • The JND?S 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
  • Manufacturer?s Image and Perceived Quality
  • Perceived Risk
  • Perceived Risk Varies
  • Summary
  • Review and Discussion Questions
  • Hands-on Assignments
  • Key Terms
  • 5 Consumer Learning
  • The Elements of Consumer Learning
  • Motives
  • Cues
  • Responses
  • Reinforcement
  • 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
  • Summary
  • Review and Discussion Questions
  • Hands-on Assignments
  • Key Terms
  • 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
  • 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
  • Summary
  • Review and Discussion Questions
  • Hands-on Assignments
  • Key Terms
  • 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
  • Comparative Advertising
  • Fear Appeals
  • Humorous Appeals
  • Wordplay
  • Sexual Appeals
  • Timeliness Appeal
  • Measures of Message Effectiveness
  • Summary
  • Review and Discussion Questions
  • Hands-on Assignments
  • Key Terms
  • 8 From Print and Broadcast Advertising to Social and Mobile Media
  • Targeting Segments versus Eyeballs
  • The Advantages of Impression-Based Targeting
  • Google?s Consumer Tracking and Targeting
  • Consumers and Social Media
  • Permissions to Collect Personal and Social Information
  • Social Advertising?s Best Practices
  • Social Media Communication Channels
  • Consumers and Mobile Advertising
  • Consumer Response to Mobile Advertising
  • The Advantages and Shortcomings of Mobile Advertising
  • What?s in Store for Consumers?
  • Measuring Media?s Advertising Effectiveness
  • Analyzing Website Visits
  • Gauging Influence within Social Network
  • Google Analytics
  • Media Exposure Measures
  • Nielsen?s Cross-Platform Measurement
  • Traditional Media?s Electronic Evolution
  • Newspapers and Magazines
  • Television and Radio
  • Interactive TV
  • Out-of-Home Media
  • Branded Entertainment
  • Summary
  • Review and Discussion Questions
  • Hands-on Assignments
  • Key Terms
  • 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
  • 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
  • Summary
  • Review and Discussion Questions
  • Hands-on Assignments
  • Key Terms
  • 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
  • Parental Styles and Consumer Socialization
  • Consumer Socialization Is Learning
  • Adult and Intergenerational Consumer Socialization
  • The Family?s Supportive Roles
  • Economic Well-Being
  • Emotional Support
  • Suitable Family Lifestyles
  • Family Decision-Making and Consumption-Related Roles
  • Husband?Wife Decision-Making
  • Children?s 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
  • Summary 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
  • Summary
  • Review and Discussion Questions
  • Hands-on Assignments
  • Key Terms
  • 11 Culture?s Influence on Consumer Behavior
  • Culture?s Role and Dynamics
  • Culture?s 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
  • Gordon?s 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
  • Summary
  • Review and Discussion Questions
  • Hands-on Assignments
  • Key Terms
  • 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
  • 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
  • Summary
  • Review and Discussion Questions
  • Hands-on Assignments
  • Key Terms
  • 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
  • Summary
  • Review and Discussion Questions
  • Hands-on Assignments
  • Key Terms
  • 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
  • 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
  • Summary
  • Review and Discussion Questions
  • Hands-on Assignments
  • Key Terms
  • 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
  • Summary
  • Review and Discussion Questions
  • Hands-on Assignments
  • Key Terms
  • 16 Consumer Research
  • Developing Research Objectives
  • Collecting Secondary Data
  • Internal Secondary Data
  • External Secondary Data
  • Government Secondary Data
  • 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
  • Summary
  • Review and Discussion Questions
  • Hands-on Assignments
  • Key Terms
  • CASE SIX: Pima Air and Space Museum
  • Endnotes
  • Glossary
  • Company Index



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