Consumer behavior / Leon G. Schiffman, Leslie Lazar Kanuk.

Includes bibliographical references and indexes.

Part 1. Introduction -- Chapter 1. Consumer Behavior: Its Origins and Strategic Applications -- Development of the marketing concept -- The marketing concept -- Implementing the marketing concept -- Segmentation, targeting, and positioning -- The marketing mix -- Customer value, satisfaction, and retention -- Providing customer value -- Customer satisfaction -- Customer retention -- The impact of digital technologies on marketing strategies -- Challenges marketers face -- Marketing ethics and social responsibility -- Consumer behavior and decision making are interdisciplinary -- A simplified model of consumer decision making -- The plan of this book -- Chapter 2. Consumer Research -- Consumer research paradigms -- Quantitative research -- Qualitative research -- Combining qualitative and quantitative research findings -- The consumer research process -- Developing research objectives -- Collecting secondary data -- Designing primary research -- Data analysis and reporting research findings -- Conducting a research study -- Ethics in consumer research -- Chapter 3. Market Segmentation -- What is market segmentation? -- Who uses market segmentation? -- How market segmentation operates -- Bases for segmentation -- Geographic segmentation -- Demographic segmentation -- Psychological segmentation -- Psychographic segmentation -- Sociocultural segmentation -- Use-related segmentation -- Usage-situation segmentation -- Benefit segmentation -- Hybrid segmentation approaches -- Criteria for effective targeting of market segments -- Identification -- Sufficiency -- Stability -- Accessibility -- Implementing segmentation strategies -- Concentrated versus differentiated marketing -- Countersegmentation -- Part 2. The Consumer as an Individual -- Chapter 4. Consumer Motivation -- Motivation as a psychological force -- Needs -- Positive and negative motivation -- Rational versus emotional motives -- The dynamics of motivation -- Needs are never fully satisfied -- New needs emerge as old needs are satisfied -- Success and failure influence goals -- Multiplicity of needs and variation of goals -- Arousal of motives -- Types and systems of needs -- Hierarchy of needs -- An evaluation of the need hierarchy and marketing applications -- A trio of needs -- The measurement of motives -- Motivational research -- Evaluation of motivational research -- Ethics and consumer motivation -- Chapter 5. Personality and Consumer Behavior -- What is personality? -- The nature of personality -- Theories of personality -- Freudian theory -- Neo-Freudian personality theory -- Trait theory -- Personality and understanding consumer diversity -- Consumer innovativeness and related personality traits -- Cognitive personality factors -- From consumer materialism to compulsive consumption -- Consumer ethnocentrism: responses to foreign-made products -- Brand personality -- Brand personification -- Product personality and gender -- Product personality and geography -- Personality and color -- Self and self-image -- One or multiple selves -- The extended self -- Altering the self -- Virtual personality or self -- Chapter 6. Consumer Perception -- Elements of perception -- Sensation -- The absolute threshold -- The differential threshold -- Subliminal perception -- Dynamics of perception -- Perceptual selection -- Perceptual organization -- Perceptual interpretation -- Consumer imagery -- Product positioning -- Product repositioning -- Positioning of services -- Perceived price -- Perceived quality -- Price/quality relationship -- Retail store image -- Manufacturers' image -- Perceived risk -- Perception of risk varies -- How consumers handle risk -- Ethics and consumer perception -- Chapter 7. Consumer Learning -- The elements of consumer learning -- Motivation -- Cues -- Response -- Reinforcement -- Behavioral learning theories -- Classical conditioning -- Instrumental conditioning -- Modeling or observational learning -- Cognitive learning theory -- Information processing -- Involvement theory -- Measures of consumer learning -- Recognition and recall measures -- Ethics and consumer learning -- Chapter 8. Consumer Attitude Formation and Change -- What are attitudes? -- The attitude "object" -- Attitudes are a learned predisposition -- Attitudes have consistency -- Attitudes occur within a situation -- Structural models of attitudes -- Tricomponent attitude model -- Multiattribute attitude models -- Theory of trying-to-consume model -- Attitude-toward-the-ad models -- Attitude formation -- How attitudes are learned -- Sources of influence on attitude formation -- Personality factors -- Strategies of attitude change -- Changing the basic motivational function -- Associating the product with a special group, event, or cause -- Resolving two conflicting attitudes -- Altering components of the multiattribute model -- Changing beliefs about competitors' brands -- The elaboration likelihood model (ELM) -- Behavior can precede or follow attitude formation -- Cognitive dissonance theory -- Attribution theory -- Chapter 9. Communication and Consumer Behavior -- Components of communication -- The sender -- The receiver -- The medium -- The message -- The communications process -- The message initiator (source) -- The target audience (receivers) -- Feedback-the receiver's response -- Designing persuasive communications -- Communications strategy -- Target audience -- Media strategy -- Message strategies -- Message structure and presentation -- Marketing communication and ethics -- Precision targeting -- The contents of promotional messages -- Part 3. Consumers in Their Social and Cultural Settings -- Chapter 10. Reference Groups and Family Influences -- What is a group? -- Understanding the power of reference groups -- A broadened perspective on reference groups -- Factors that affect reference group influence -- Selected consumer-related reference groups -- Friendship groups -- Shopping groups -- Work groups -- Virtual groups or communities -- Consumer-action groups -- Celebrity and other reference group appeals -- Celebrities -- The expert -- The "common man" -- The executive and employee spokesperson -- Trade or spokes-characters -- Other reference group appeals -- The family is a concept in flux -- The changing U.S. family -- Socialization of family members -- Consumer socialization of children -- Adult consumer socialization -- Intergenerational socialization -- Other functions of the family -- Economic well-being -- Emotional support -- Suitable family lifestyles -- Family decision making and consumption-related roles -- Key family consumption roles -- Dynamics of husband-wife decision making -- The expanding role of children in family decision making -- The family life cycle -- Traditional family life cycle -- Modifications-the nontraditional FLC -- Chapter 11. Social Class and Consumer Behavior -- What is social class? -- Social class and social status -- The dynamics of status consumption -- Social class is hierarchical and a form of segmentation -- Social-class categories -- The measurement of social class -- Subjective measures -- Reputational measures -- Objective measures -- Lifestyle profiles of the social classes -- China: pursuing a middle-class lifestyle -- Social-class mobility -- Some signs of downward mobility -- Is horatio alger dead? -- Geodemographic clustering -- The affluent consumer -- The media exposure of the affluent consumer -- Segmenting the affluent market -- Middle-class consumers -- Moving up to more "near" luxuries -- The working class and other nonaffluent consumers -- Recognizing the "techno-class" -- The geek gets status --

Selected consumer behavior applications of social class -- Clothing, fashion, and shopping -- The pursuit of leisure -- Saving, spending, and credit -- Social class and communication -- Chapter 12. The Influence of Culture on Consumer Behavior -- What is culture? -- The invisible hand of culture -- Culture satisfies needs -- Culture is learned -- How culture is learned -- Enculturation and acculturation -- Eanguage and symbols -- Ritual -- Culture is shared -- Culture is dynamic -- The measurement of culture -- Content analysis -- Consumer fieldwork -- Value measurement survey instruments -- American core values -- Achievement and success -- Activity -- Efficiency and practicality -- Progress -- Material comfort -- Individualism -- Freedom -- External conformity -- Humanitarianism -- Youthfulness -- Fitness and health -- Core values are not only an american phenomenon -- Toward a shopping culture -- Chapter 13. Subcultures and Consumer Behavior -- What is subculture? -- Nationality subcultures -- Hispanic subcultures -- Religious subcultures -- Geographic and regional subcultures -- Racial subcultures -- The african american consumer -- Asian american consumers -- Age subcultures -- The generation Y market -- The generation X market -- The baby boomer market -- Older consumers -- Sex as a subculture -- Sex roles and consumer behavior -- Consumer products and sex roles -- Women as depicted in media and advertising -- The working woman -- Subcultural interaction -- Chapter 14. Cross-Cultural Consumer Behavior: An International Perspective -- The imperative to be multinational -- Acquiring exposure to other cultures -- Country-of-origin effects -- What is national identity? -- Cross-cultural consumer analysis -- Similarities and differences among people -- The growing global middle class -- Acculturation is a needed marketing viewpoint -- Applying research techniques -- Alternative multinational strategies: global versus local -- Favoring a world brand -- Are global brands different? -- Multinational reactions to brand extensions -- Adaptive global marketing -- Frameworks for assessing multinational strategies -- Cross-cultural psychographic segmentation -- Part 4. The Consumer's Decision-Making Process -- Chapter 15. Consumer Influence and the Diffusion of Innovations -- What is opinion leadership? -- Word-of-mouth in today's always in contact world -- Dynamics of the opinion leadership process -- Credibility -- Positive and negative product information -- Information and advice -- Opinion leadership is category specific -- Opinion leadership is a two-way street -- The motivation behind opinion leadership -- The needs of opinion leaders -- The needs of opinion receivers -- Purchase pals -- Surrogate buyers versus opinion leaders -- Measurement of opinion leadership -- A profile of the opinion leader -- Frequency and overlap of opinion leadership -- Market mavens -- The situational environment of opinion leadership -- The interpersonal flow of communication -- Multistep flow of communication theory -- Advertising designed to stimulate/simulate word-of-mouth -- Word-of-mouth may be uncontrollable -- Marketers seek to take control of the opinion leadership process -- Creating products with built-in buzz potential -- Strategy designed to simulate buzz -- Diffusion of innovations -- The diffusion process -- The innovation -- The channels of communication -- The social system -- Time -- The adoption process -- Stages in the adoption process -- The adoption process and information sources -- A profile of the consumer innovator -- Defining the consumer innovator -- Interest in the product category -- The innovator is an opinion leader -- Personality traits -- Social characteristics -- Demographic characteristics -- Are there generalized consumer innovators? -- Chapter 16. Consumer Decision Making and Beyond -- What is a decision? -- Levels of consumer decision making -- Extensive problem solving -- Limited problem solving -- Routinized response behavior -- Models of consumers: four views of consumer decision making -- An economic view -- A passive view -- A cognitive view -- An emotional view -- A model of consumer decision making -- Input -- Process -- Output -- Consumer gifting behavior -- Beyond the decision: consuming and possessing -- Products have special meanings and memories -- Relationship marketing.