Consumer behavior

Consumer behavior

For undergraduate and graduate courses in consumer behaviour. Consumer Behavior, 12th Edition explores how the examination and application of consumer behaviour is central to the planning, development, and implementation of successful marketing strategies. With an emphasis on developing a variety of...

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Detalles Bibliográficos
Autor Corporativo: ProQuest Ebook Central issuing body (issuing body)
Otros Autores: Schiffman, Leon G., author (author), Wisenblit, Joseph, author
Formato: Libro electrónico
Idioma:Inglés
Publicado: Harlow, England : Pearson [2019]
Edición:Twelfth, global edition
Materias:
Consumer behavior.
Libros electrónicos.
Ver en Biblioteca Universitat Ramon Llull:https://discovery.url.edu/permalink/34CSUC_URL/1im36ta/alma991009667023906719
Tabla de Contenidos:
  • Cover
  • Title Page
  • Copyright Page
  • Brief Contents
  • Contents
  • Preface
  • PART I Consumers, Marketers, and Technology
  • 1 Consumer Behavior and Technology
  • The Marketing Concept
  • Market Segmentation, Targeting, and Positioning
  • Technology Benefits Consumers and Marketers
  • The Value Exchange
  • Lower Prices, More Information, and Customized Products
  • More Precise Targeting
  • Interactive Communications
  • Customer Value, Satisfaction, and Retention
  • Technology and Customer Relationships
  • Emotional Bonds versus Transaction‐Based Relationships
  • Satisfaction and Customer Loyalty
  • Customer Loyalty and Profitability
  • Measures of Customer Retention
  • Social Responsibility and Ethics
  • Consumer Decision‐Making
  • This Book
  • Employability
  • Brand Management
  • Advertising
  • Consumer Research
  • Summary
  • Review and Discussion Questions
  • Hands‐on Assignments
  • Key Terms
  • 2 Market Segmentation and Real‐Time Bidding
  • Market Segmentation
  • Demographics
  • Age
  • Gender
  • Households
  • Social Standing
  • Ethnicity
  • Lifestyles
  • Demographics and Geography
  • Product Benefits
  • Media Exposure
  • Product Usage
  • Selecting Target Markets
  • The Targeted Segment Must Be Identifiable
  • The Targeted Segment Must Be Profitable
  • The Targeted Segment Must Be Reachable
  • Mobile Targeting
  • Real‐Time Bidding
  • Profiling Impressions
  • The Real‐Time Bidding Operation
  • Data Brokers
  • Advantages of Real‐Time Bidding
  • Summary
  • Review and Discussion Questions
  • Hands‐on Assignments
  • Key Terms
  • PART II The Consumer as an Individual
  • 3 Consumer Motivation and Personality
  • The Dynamics of Motivation
  • Needs
  • Need Arousal
  • Goals
  • Needs and Goals are Interdependent
  • Frustration and Defense Mechanisms
  • Systems of Needs
  • Murray's Psychogenic Needs
  • Maslow's Hierarchy of Needs.
  • The Validity of Maslow's Theory
  • Marketing Applications of Maslow's Theory
  • Hidden Motives
  • Motives and Technology
  • Personality Development
  • Personality Reflects Individual Differences
  • Personality Is Consistent and Enduring
  • Personality Can Change
  • Freudian Theory
  • Neo‐Freudian Personality Theory
  • Personality Traits
  • Innovators versus Laggards
  • Open‐ versus Closed‐Minded
  • Conformity versus Individuality
  • Novel and Complex or Simple and Safe Experiences
  • Preference for Thinking
  • Preference for Written or Visual
  • Importance of Possessions
  • Compulsions and Fixations
  • Consumer Ethnocentrism
  • Personality and Color
  • Anthropomorphism
  • Product Personality and Gender
  • Product Personality and Geography
  • Self‐Perception
  • The Extended Self
  • Altering the Self
  • Summary
  • Review and Discussion Questions
  • Hands‐on Assignments
  • Key Terms
  • 4 Consumer Perception and Positioning
  • Sensory Information
  • Sight
  • Scent
  • Touch
  • Sound
  • Taste
  • Sensory Input and Culture
  • The Absolute and Differential Thresholds
  • The Absolute Threshold
  • The Differential Threshold
  • Product Pricing and Improvements
  • Logos and Packaging
  • Subliminal Perception
  • Perceptual Selection
  • Stimuli's Features
  • Personal Expectations
  • Consumer Motivation
  • Perceptual Selectivity
  • Perceptual Organization
  • Figure and Ground
  • Grouping
  • Closure
  • Interpretation: Cues
  • Integral Indicators
  • External Indicators
  • Stereotyping
  • Physical Appearance
  • Descriptive Terms
  • First Impressions
  • Halo Effect
  • Interpretation: Consumer Imagery
  • Perceived Value
  • Perceived Quality
  • Price-Quality Relationship
  • Brand Image
  • Package Perceptions/Image
  • Service Quality
  • Retail Store Perceptions/Image
  • Company Image
  • Risk Perception
  • The Components of Perceived Risk
  • Reducing Perceived Risk.
  • Information
  • Brand Loyalty
  • Store Image
  • Price-Quality Relationship
  • Positioning and Repositioning
  • Umbrella Positioning
  • Premier Position
  • Positioning against Competition
  • Key Attribute
  • The Un‐Owned Position
  • Changing Perceptions
  • Perceptual Mapping
  • 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
  • Repetition Forms Association
  • Stimulus Generalization and Brands' Extensions
  • Stimulus Discrimination and Brand Differentiation
  • Instrumental Conditioning
  • Reinforcement
  • Extinction and Forgetting
  • Customer Satisfaction and Retention
  • Shaping
  • Massed versus Distributed Learning
  • Observational Learning
  • Information Processing
  • Storing Data
  • Encoding Data
  • Retrieving and Retaining Data
  • Cognitive Learning
  • Consumer Involvement and Hemispheric Lateralization
  • Consumer Involvement
  • Measurements of Consumer Involvement
  • Strategic Applications of Consumer Involvement
  • Involvement and Context
  • 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
  • Keyterms
  • 6 Consumer Attitude Formation and Change
  • Attitude Formation
  • Learning Attitudes
  • Personal Sources and Experiences
  • Personality Factors
  • Consistency with Behavior
  • Situational Factors
  • The Tri‐Component Attitude Model
  • The Cognitive Component
  • The Affective Component
  • The Conative Component
  • Changing Consumers' Attitudes
  • Changing Beliefs about Products
  • Changing Brand Image
  • Changing Beliefs about Competing Brands
  • Attitude‐Behavior Gap.
  • Multiattribute 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
  • Attitude‐toward‐Social‐Media‐Posts Model
  • Attitudes' Motivational Functions
  • 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 Conflict Resolution
  • Resolving Conflicting Attitudes
  • Causality and Attribution
  • 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
  • PART III Communication and Consumer Behavior
  • 7 Persuading Consumers
  • The Elements of Communication
  • Source Credibility and Persuasion
  • Time Passage and Source Credibility
  • Barriers to Effective Communications
  • Psychological Selectivity
  • Message Clutter
  • Broadcasted versus Addressable Messages
  • The Evolution of Tv Advertising
  • Addressable Communication
  • Message Structure
  • Image and Text
  • Framing
  • Framing Impact Behavior
  • One‐ or Two‐Sided
  • Native Ads
  • Order Effects
  • Persuasive Appeals
  • Comparative
  • Fear
  • Humor
  • Sex
  • Timeliness
  • Feedback and Effectiveness
  • Summary
  • Review and Discussion Questions
  • Hands-on Assignments
  • Key Terms
  • 8 From Print and Broadcast to Social Media and Mobile Advertising
  • Social Media and Consumer Behavior
  • Individuals and Networks
  • Consumer Engagement
  • Advertising on Social Media
  • Advertising Channels
  • Google
  • Advertising Strategies
  • Mobile Advertising.
  • Consumer Response
  • Promotional Tactics
  • Advantages and Shortcomings
  • Desktop versus Mobile Devices
  • The Future
  • Advertising's Reach and Efficacy
  • Analyzing Website Visits
  • Gauging Influence within Social Network
  • Google Analytics
  • Online Fraud and Unseen Ads
  • Pirated Content
  • Nielsen
  • Time‐Shifted Viewing
  • Facebook, Google, and Twitter
  • Skipping and Blocking
  • Improved Measures of Social Activity
  • Traditional Media's Evolution
  • Television
  • Radio
  • Print Media
  • Out‐of‐Home Media
  • Branded Content
  • Summary
  • Review and Discussion Questions
  • Hands-on Assignments
  • Key Terms
  • 9 Reference Groups and Communities, Opinion Leaders, and Word‐of‐Mouth
  • The Credibility and Persuasive Power of Reference Groups
  • Consumption‐Related Reference Group
  • Friends
  • Fellow Shoppers
  • Virtual Communities
  • Advocacy Groups
  • Factors Affecting Reference Group Influence
  • Conformity
  • Group Power
  • Product Expertise
  • Product Conspicuousness
  • Endorsers and Spokespersons
  • Celebrities
  • Salesperson Credibility
  • Vendor Credibility
  • Medium Credibility
  • Opinion Leaders and Word‐of‐Mouth
  • Characteristics of Opinion Leaders
  • Measuring Opinion Leadership
  • Questioning
  • Social Interactions
  • Identifying Experts
  • Online Influence
  • Word‐of‐Mouth's Strategic Applications
  • Online Reference Groups
  • Stimulating Word‐of‐Mouth
  • Going Viral
  • Managing Negative Rumors
  • Innovations' Adopters as Reference Groups
  • The First Buyers
  • The Followers
  • The Somewhat Risk‐Averse
  • The Highly Risk‐Averse
  • The Last to Purchase
  • The Nonadopters
  • Summary
  • Review and Discussion Questions
  • Hands-on Assignments
  • Key Terms
  • PART IV Social and Cultural Settings
  • 10 The Family and Its Social Standing
  • Family and Consumer Socialization
  • Parental Styles and Consumer Socialization.
  • The Stages of Consumer Socialization.

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