Consumer Behavior.Pdf

Consumer Behavior Frank R. Kardes University of Cincinnati Maria L. Cronley Miami University Thomas W. Cline Saint Vincent College Australia • Brazil • Japan • Korea • Mexico • Singapore • Spain • United Kingdom • United States I DESIGN SERVICES OF # 103506 Cust: CENGAGE Au: Kardes Pg. No. I C/M/Y/K S4CARLISLE Title: Consumer Behavior Server: Short / Normal / Long Publishing Services Consumer Behavior © 2011 South-Western, Cengage Learning Frank R. Kardes, Maria L. Cronley, Thomas W. Cline ALL RIGHTS RESERVED. No part of this work covered by the copyright hereon may be reproduced or used in any form or by any Executive Vice President and Publisher, means—graphic, electronic, or mechanical, including photocopying, Business & Computers: Jonathan Hulbert recording, taping, Web distribution, information storage and Vice President of Editorial, Business: retrieval systems, or in any other manner—except as may be Jack W. Calhoun permitted by the license terms herein. 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No. II C/M/Y/K S4CARLISLE Title: Consumer Behavior Server: Short / Normal / Long Publishing Services Brief Contents Part 1 Consumer Behavior and Marketing Strategy Chapter 1 | Understanding Consumer Behavior and Consumer Research Chapter 2 | Consumer Focused Strategy: Segmentation and Positioning Part 2 Consumer Information Processing Chapter 3 | Consumer Perception Chapter 4 | Attitude and Judgment Formation and Change Chapter 5 | Motivation and Emotion Chapter 6 | Learning and Memory Chapter 7 | Automatic Information Processing Chapter 8 | Self-Concept and Personality Part 3 Consumer Decision Making Chapter 9 | The Consumer Decision Making Process Chapter 10 | Product Consideration, Evaluation, and Choice Chapter 11 | Behavioral Decision Theory Part 4 Consumer Social Influences and Contemporary Strategies for Marketers Chapter 12 | The Influence of Culture and Values Chapter 13 | Social Influence and Behavioral Compliance Chapter 14 | Contemporary Strategies in Reaching Consumers Chapter 15 | Online Consumer Behavior Chapter 16 | Branding Strategy and Consumer Behavior Endnotes Glossary Name Index Subject Index Company Index III DESIGN SERVICES OF # 103506 Cust: CENGAGE Au: Kardes Pg. No. III C/M/Y/K S4CARLISLE Title: Consumer Behavior Server: Short / Normal / Long Publishing Services Contents Part 1 Consumer Behavior and Marketing Strategy 2 AN INTERVIEW WITH CHERYL STALLWORTH 3 Chapter 1 | Understanding Consumer Behavior and Consumer Research 5 Reality Television Works For Consumers and Marketers 5 What Is Consumer Behavior? 8 Consumers: Individual versus Organizational 8 Consumer Activities 9 Consumer Responses 10 Why Study Consumer Behavior? 11 To Improve Business Performance 11 To Influence Public Policy 11 To Educate and Help Consumers Make Better Decisions 13 Consumer Behavior as a Field of Study 13 The Evolution of Consumer Behavior Research 14 Motivation Research 15 A Behavioral Science Perspective 15 Interpretivism 17 Consumer Behavior Research 18 Basic versus Applied Research 19 Correlations and Causal Relationships 20 Secondary versus Primary Data 22 Primary Data Collection Methods 23 Observation 24 Direct Questioning: Surveys, Interviews, and Focus Groups 24 Experiments 26 Projective Techniques 26 Chapter Summary 27 Key Terms 28 Review and Discussion 28 Short Application Exercises 29 Managerial Application 29 IV DESIGN SERVICES OF # 103506 Cust: CENGAGE Au: Kardes Pg. No. IV C/M/Y/K S4CARLISLE Title: Consumer Behavior Server: Short / Normal / Long Publishing Services Contents V Chapter 2 | Consumer Focused Strategy: Segmentation and Positioning 30 America’s Most Entertaining Supermarket Destination 30 A Divide and Conquer Strategy 32 How Consumers and Society Benefit from Market Segmentation 34 Factors Influencing Market Segmentation Strategies 35 Bases of Segmentation 37 Demographic Bases 37 Geographic Bases 37 Psychographic Bases 41 The VALS System 41 Behavioral Bases 46 Product Attributes or Benefits 46 Usage Occasions and Product Usage 47 Positioning 48 Positioning a Leader 49 Positioning a Follower 50 Positioning Linked to Segmentation Bases 51 Positioning by Core Benefit 51 Positioning by Price 51 Positioning by Product Usage Situation 52 Positioning by Product User 52 Repositioning 52 Perceptual Mapping 53 Chapter Summary 54 Key Terms 55 Review and Discussion 55 Short Application Exercises 56 Managerial Application 56 End-of-Part Video Short 57 Part 2 Consumer Information Processing 58 AN INTERVIEW WITH ROBERT S. WYER, JR 59 Chapter 3 | Consumer Perception 62 Apple Paints the Market 62 Defining the Perceptual Process 63 Sensory Thresholds 66 The Absolute Threshold 66 The Just Noticeable Difference 67 Adaptation 69 Subliminal Perception and Advertising 70 DESIGN SERVICES OF # 103506 Cust: CENGAGE Au: Kardes Pg. No. V C/M/Y/K S4CARLISLE Title: Consumer Behavior Server: Short / Normal / Long Publishing Services VI Contents Physical Influences on Attention 72 Short-Term Memory 72 Arousal 73 Voluntary and Involuntary Selective Attention 74 Salient Stimuli 74 Novelty 75 Intensity 75 Complexity 76 Vividness 77 Emotional Interest 77 Concreteness 77 Proximity 79 Chapter Summary 79 Key Terms 80 Review and Discussion 80 Short Application Exercises 80 Managerial Application 81 Chapter 4 | Attitude and Judgment Formation and Change 82 Erroneous Beliefs about Homeopathic Medicines 82 Nonevaluative Judgments: Beliefs 83 Evaluative Judgment: Attitudes and Their Properties 86 Zanna and Rempel’s Model 86 Overview of Involvement 88 Attitude Models Based on High or Low Consumer Involvement 90 Expectancy-Value Models 90 The Theory of Reasoned Action 91 Information Integration Theory 92 The Elaboration Likelihood Model 94 The Heuristic/Systematic Model 95 Parameters of Judgment 96 General Strategies for Changing Attitudes 97 Chapter Summary 98 Key Terms 98 Review and Discussion 99 Short Application Exercises 99 Managerial Application 100 Chapter 5 | Motivation and Emotion 101 Nostalgia Sells 101 An Overview of Motivation and Emotion 102 The Process of Motivation 103 Motivation and Human Needs 104 Drive Theory and Maslow’s Hierarchy of Needs 104 Self-Determination Theory 105 DESIGN SERVICES OF # 103506 Cust: CENGAGE Au: Kardes Pg. No. VI C/M/Y/K S4CARLISLE Title: Consumer Behavior Server: Short / Normal / Long Publishing Services Contents VII The Trio of Needs 106 Attitude Function Theory 107 Balance Theory 110 Cognitive Dissonance Theory 111 Emotion 113 Discrepancy-Interruption Theory 114 Excitation Transfer Theory 115 Chapter Summary 117 Key Terms 117 Review and Discussion 117 Short Application Exercises 118 Managerial Application 118 Chapter 6 | Learning and Memory 119 Martini & Rossi 119 The Importance of Learning and Memory 120 Types of Learning 120 Classical Conditioning 120 Operant Conditioning 124 Comprehension and Miscomprehension 124 Memory 126 The Seven Sins of Memory 126 Transience 127 Absent-mindedness 127 Blocking 128 Misattribution 131 Suggestibility 131 Bias 132 Persistence 132 Chapter Summary 133 Key Terms 133 Review and Discussion 133 Short Application Exercises 134 Managerial Application 134 Chapter 7 | Automatic Information Processing 135 Subliminal Advertising 135 What Is Automatic Information Processing? 136 The Adaptive Unconscious 137 Thin Slice Theory of Informational Processing 138 Implicit Memory 139 The Priming Effect 140 The Implicit Association Test (IAT) 143 Familiarity Effects 144 Distraction Effects 144 DESIGN SERVICES OF # 103506 Cust: CENGAGE Au: Kardes Pg. No. VII C/M/Y/K S4CARLISLE Title: Consumer Behavior Server: Short / Normal / Long Publishing Services VIII Contents Subliminal Advertising Revisited 145 Chapter

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