Consumer Behaviour

Buying, Having, and Being, Eighth Canadian Edition,

By: Michael Solomon; Katherine White; Darren W. Dahl; Kelley Main

• Publisher: Pearson Canada

• Print ISBN: 9780135433942, 0135433940

  Print ISBN: 9780135433942, 0135433940

• eText ISBN: 9780135403129, 013540312X

  eText ISBN: 9780135403129, 013540312X

• Edition: 8th
• Copyright year: 2021
• Format: PDF

Title Page Copyright Page Brief Contents Contents About the Authors Preface Acknowledgments Section 1 Consumers in the Marketplace 1 An Introduction to Consumer Behaviour Introduction Consumer Behaviour: People in the Marketplace What is Consumer Behaviour? Consumer Behaviour is a Process Consumers’ Impact on Marketing Strategy Marketing Opportunity Segmenting Consumers Marketing Opportunity Segmenting by Relationships and Big Data Marketing’s Impact on Consumers Marketing and Culture The Meaning of Consumption The Global Consumer Virtual Consumption Consumer Trends: Keep Ahead to Keep Up Ethical Issues in Marketing and Consumer Behaviour Business Ethics Prescribing Ethical Standards of Conduct Marketing Pitfall The Tangled Web Needs and Wants: Do Marketers Manipulate Consumers? The Dark Side of Consumer Behaviour Addictive Consumption Compulsive Consumption Marketing Opportunity Illegal Activities As I See It Anticonsumption How Do We Find Out About Consumers? The Role of Consumer Research Primary Research Marketing Opportunity Taking It from Here: The Plan of the Book Chapter Summary Key Terms Review Questions Consumer Behaviour Challenge Case Study: Marketing in Practice Notes Section 2 Consumers as Individuals 2 Perception Introduction Perceptual Process Sensory Marketing: Harnessing Perception for a Competitive Advantage Sight Marketing Opportunity Smell Hearing Touch Taste As I See It Augmented and Virtual Reality Exposure Sensory Thresholds Marketing Pitfall Subliminal Perception Attention The Tangled Web Personal Selection Factors Stimulus Selection Factors Interpretation Marketing Opportunity Stimulus Organization Perceptual Positioning Chapter Summary Key Terms Review Questions Consumer Behaviour Challenge Case Study: Marketing in Practice Notes 3 Learning and Memory Introduction Behavioural Learning Theories Classical Conditioning Associative Learning Marketing Opportunity Marketing Applications of Conditioning Marketing Opportunity Instrumental Conditioning As I See It Marketing Opportunity Four Types of Learning Schedules Applications of Instrumental Conditioning Principles Cognitive Learning Theory Is Learning Conscious or Not? Observational Learning Applications of Cognitive Learning Principles The Role of Memory in Learning Marketing Opportunity Encoding of Information for Later Retrieval Memory Systems Storing Information in Memory The Tangled Web The Tangled Web Analogical Learning Retrieving Information for Purchase Decisions Marketing Pitfall Marketing Opportunity Products as Memory Markers Marketing Opportunity Measuring Memory for Marketing Stimuli Recognition Versus Recall Problems with Memory Measures Chapter Summary Key Terms Review Questions Consumer Behaviour Challenge Case Study: Marketing in Practice Notes 4 Motivation and Affect Introduction The Motivation Process Motivational Strength Motivational Direction Motivational Conflicts Classifying Consumer Needs Specific Needs and Buying Behaviour Maslow’s Hierarchy of Needs Marketing Opportunity Motivation and Goal Fulfillment As I See It Consumer Involvement Marketing Opportunity Levels of Involvement: From Inertia to Passion The Many Faces of Involvement Segmenting by Involvement Levels Strategies to Increase Involvement Marketing Opportunity Affect The Tangled Web Discrete Emotions Marketing Opportunity How Social Media Taps into Our Emotions Marketing Pitfall Chapter Summary Key Terms Review Questions Consumer Behaviour Challenge Case Study: Marketing in Practice Notes 5 The Self Introduction Self‐Concept Marketing Opportunity Self‐Esteem Real and Ideal Selves Marketing Pitfall Multiple Selves Looking‐Glass Self Self‐Consciousness Consumption and Self‐Concept Self–Product Congruence Marketing Opportunity The Extended Self The Digital Self Wearable Computing Gender Roles Gender Differences in Socialization Gender versus Sexual Identity Sex‐Typed Products Androgyny Female Roles Male Roles Lesbian, Gay, Bisexual, and Transgender (LGBT) Consumers As I See It Body Image Body Cathexis The Tangled Web Ideals of Beauty Working on the Body Marketing Pitfall Marketing Opportunity Chapter Summary Key Terms Review Questions Consumer Behaviour Challenge Case Study: Marketing in Practice Notes 6 Personality, Lifestyles, and Values Introduction Personality Consumer Behaviour on the Couch: Freudian Theory Trait Theories Marketing Opportunity Brand Personality Personality of Positioning As I See It Lifestyles Lifestyles as Group Identities Marketing Opportunity Products Are the Building Blocks of Lifestyles Psychographics Conducting a Psychographic Analysis The Tangled Web AIOs Uses of Psychographic Segmentation Psychographic Segmentation Typologies Values Core Values How Values Link to Consumer Behaviour Ways to Classify Values Marketing Pitfall Chapter Summary Key Terms Review Questions Consumer Behaviour Challenge Case Study: Marketing in Practice Notes Section 3 Attitude Change and Decision Making 7 Attitudes Introduction The Functions of Attitudes The ABC Model of Attitudes Hierarchies of Effects Marketing Pitfall Product Attitudes Don’t Tell the Whole Story Forming Attitudes Marketing Pitfall Not All Attitudes Are Created Equal Levels of Commitment to an Attitude The Consistency Principle The Tangled Web Marketing Opportunity Attitude Models Multi‐attribute Attitude Models The Fishbein Model Strategic Applications of the Multi‐Attribute Model Using Attitudes to Predict Behaviour Marketing Pitfall The Extended Fishbein Model Marketing Pitfall Obstacles to Predicting Behaviour in the Theory of Reasoned Action Types of Normative Influence As I See It Chapter Summary Key Terms Review Questions Consumer Behaviour Challenge Case Study: Marketing in Practice Notes 8 Attitude Change and Interactive Communications Introduction The Elements of Communication Interactive Communications Consumer Interactivity New Message Formats Levels of Interactive Response The Role of Persuasion Knowledge The Source The Tangled Web Source Credibility Marketing Pitfall Source Attractiveness The Message As I See It Sending the Message Repetition Marketing Opportunity Constructing the Argument Types of Message Appeals Emotional Versus Rational Appeals Sex Appeals Humorous Appeals Fear Appeals The Message as Art Form: Metaphors Be with You The Source versus the Message: Sell the Steak or the Sizzle? The Elaboration Likelihood Model The Central Route to Persuasion The Peripheral Route to Persuasion Chapter Summary Key Terms Review Questions Consumer Behaviour Challenge Case Study: Marketing in Practice Notes 9 Individual Decision Making Introduction Perspectives on Decision Making Types of Consumer Decisions Stages in Extended Problem Solving Problem Recognition Information Search As I See It Marketing Opportunity Evaluation of Alternatives Marketing Opportunity Product Choice: Selecting Among Alternatives Marketing Opportunity Marketing Pitfall Post‐purchase Evaluation Limited Problem Solving with Decision Rules Non‐Compensatory Decision Rules Compensatory Decision Rules Habitual Decision Making Heuristics: Mental Shortcuts The Tangled Web Marketing Opportunity Marketing Pitfall AI: Who’s Calling the Shots? Chapter Summary Key Terms Review Questions Consumer Behaviour Challenge Case Study: Marketing in Practice Notes 10 Buying and Disposing Introduction Situational Effects on Consumer Behaviour Physical and Social Surroundings Temporal Factors Marketing Opportunity Antecedent States: If It Feels Good, Buy It Reasons for Shopping Shopping Orientations The Tangled Web E‐commerce: Clicks versus Bricks As I See It Marketing Opportunity Retailing as Theatre Marketing Opportunity Store Image Atmospherics In‐Store Decision Making Spontaneous Shopping Point‐of‐Purchase Stimuli The Salesperson Marketing Opportunity Post‐Purchase Satisfaction Perceptions of Product Quality Acting on Dissatisfaction The Real Value of Happy Customers Total Quality Management: Going to the Gemba The Evolution of Product Ownership Product Disposal Disposal Options Marketing Pitfall Lateral Cycling Chapter Summary Key Terms Review Questions Consumer Behaviour Challenge Case Study: Marketing in Practice Notes Section 4 Consumers in Their Social and Cultural Settings 11 Group Influence and Social Media Introduction Reference Groups Formal versus Informal Reference Groups Brand Communities Membership versus Aspirational Reference Groups Marketing Opportunity Positive versus Negative Reference Groups Antibrand Communities When Reference Groups Are Important The Power of Reference Groups Conformity Social Comparison Group Effects on Consumer Behaviour Marketing Pitfall Resisting Conformity Opinion Leadership How Influential is an Opinion Leader? Influencer Marketing Marketing Pitfall Types of Opinion Leaders Identifying Opinion Leaders Word‐of‐Mouth Communication The Tangled Web Factors Encouraging WOM Negative WOM Buzz Building As I See It Product Curators Crowd Power Guerrilla Marketing Viral Marketing Social Media and Consumer Behaviour Online Social Networks and Online Communities The Tangled Web Digital Opinion Leaders Chapter Summary Key Terms Review Questions Consumer Behaviour Challenge Case Study: Marketing in Practice Notes 12 Income, Social Class, and Family Structure Introduction Income Patterns To Spend or Not to Spend: That Is the Question Individual Attitudes Toward Money Consumer Confidence Social Class The Tangled Web Picking a Pecking Order Social Mobility Marketing Pitfall As I See It Marketing Pitfall Components of Social Class How Social Class Affects Purchase Decisions “What Do You Use That Fork For?” Taste Cultures, Codes, and Cultural Capital Marketing Opportunity Online Social Capital Status Symbols Marketing Opportunity How do We Measure Social Class? Problems with Measures of Social Class Family Structure Household Structure Family Age Family Size Marketing Opportunity Who’s Living at Home? Marketing Opportunity The Family Life Cycle Chapter Summary Key Terms Review Questions Consumer Behaviour Challenge Case Study: Marketing in Practice Notes 13 Subcultures Introduction Age and Consumer Identity Age Cohorts Children: Consumers in Training The Tangled Web Marketing Pitfall The Youth Market Gen Z Gen Y Gen X The Mature Market Baby Boomers The Grey Market Marketing Opportunity As I See It Regional Subcultures Ethnic Subcultures and Consumer Identity Ethnicity and Marketing Strategies Ethnic Groups in Canada The Effect of Immigration on Canadian Diversity Ethnicity is a Moving Target Ethnic Stereotypes Marketing Pitfall Chapter Summary Key Terms Review Questions Consumer Behaviour Challenge Case Study: Marketing in Practice Notes 14 Cultural Influences on Consumer Behaviour Introduction Dimensions of Culture Aspects of Cultural Systems Factors that Differ Across Cultures Myths Myths in Popular Culture Rituals Marketing Opportunity Grooming Rituals Gift‐Giving Rituals Marketing Opportunity The Tangled Web Holiday Rituals Marketing Opportunity Rites of Passage Sacred and Profane Consumption Sacralization As I See It Marketing Opportunity Desacralization Language and Symbols Marketing Pitfall Marketing Across Cultures: Think Globally or Act Locally? Adopting a Standardized Strategy Adopting a Localized Strategy The Tangled Web When Does Global Marketing Work Best? The Diffusion of Consumer Culture Across Cultures Chapter Summary Key Terms Review Questions Consumer Behaviour Challenge Case Study: Marketing in Practice Notes 15 The Creation and Diffusion of Culture Introduction Cultural Selection and Production Culture Production Systems Cultural Gatekeepers High Culture and Popular Culture Cultural Formulae Marketing Opportunity Product Placement Marketing Pitfall Advergaming The Diffusion of Innovations How Do We Decide to Adopt an Innovation? Types of Innovations Marketing Opportunity Prerequisites for Successful Adoption The Fashion System Cultural Categories As I See It Behavioural Science Perspectives on Fashion Marketing Pitfall The Tangled Web Cycles of Fashion Adoption Chapter Summary Key Terms Review Questions Consumer Behaviour Challenge Case Study: Marketing in Practice Notes Appendix I: Careers in Consumer Research Appendix II: Research Methods Appendix III: Sources of Secondary Data Glossary A B C D E F G H I J K L M N O P Q R S T U V W Product, Services, Corporate, and Celebrity Index A B C D E F G H I J K L M N O P Q R S T U V W X Y Z Subject Index A B C D E F G H I J K L M N O P Q R S T U V W Y Z

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