Consumer Behavior Human Pursuit of Happiness in The World of Goods 1st edition by BANWARI MITTAL, Jill Avery, Arch Woodside ISBN 0979133661 978-0979133664

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ISBN 10: 0979133661
ISBN 13: 978-0979133664
Author: BANWARI MITTAL, Jill Avery, Arch Woodside

Concepts and Application of Consumer Behavior for Marketing Students and Professionals: In this book, we describe, dissect, and discourse about human behavior in the world of goods—how we make our brand choices and then weave them into the tapestry of our lives to construct our identities. Among its distinguished peer of books that excel in cutting-edge theory, the book’s distinction is in making its prose enchanting for students. So that students will actually read, eagerly, a thing called “textbook.” CoAuthors: Jill Avery (Harvard), Robert Kozinets (USC), Priya Raghubir (NYU), and Arch Woodside (Boston College)

Consumer Behavior Human Pursuit of Happiness in The World of Goods 1st Table of contents:

1. WELCOME TO THE FASCINATING WORLD OF CONSUMERS

INTRODUCTION

WE ARE CONSUMERS—24-7!

CONSUMERS ARE FASCINATING

FIVE VISIONS OF THE CONSUMER

WHAT IS CONSUMER BEHAVIOR?

EXCHANGE, RESOURCES, AND VALUE

DOES MARKETING CREATE CONSUMER NEEDS?

SEEING THE FUTURE FIRST— MEETING CONSUMERS’ LATENT NEEDS

CREATING CONSUMER VALUE— THE SUPREME PURPOSE OF BUSINESS

THE AGE OF THE EMPOWERED CONSUMER

CONSUMERS: SAME AND DIFFERENT

SEGMENTATION

A QUICK TOUR OF THE BOOK

CONSUMER BEHAVIOR AS A FIELD OF STUDY

WHO SHOULD STUDY CONSUMER BEHAVIOR?

SUMMARY

CASE: AIR STOCKINGS

2. CONSUMER MOTIVATION, EMOTION, AND INVOLVEMENT

INTRODUCTION

CONSUMER MOTIVATION

MASLOW’S MODEL OF HIERARCHY OF NEEDS

UNCONSCIOUS CONSUMPTION MOTIVES

RESEARCHING CONSUMER MOTIVES

UNCOVERING HIDDEN MOTIVES

MASON HAIRE’S PROJECTIVE TECHNIQUE

CONSUMER EMOTIONS

LUST, LOVE, AND LONGING

CONSUMER MOODS

HEDONIC CONSUMPTION

CONSUMER INVOLVEMENT

MEASURING CONSUMER INVOLVEMENT

SUMMARY

3. CONSUMER PERCEPTION, BIASES, AND SENSORY MARKETING

INTRODUCTION

THE PERCEPTION PROCESS

THREE STEP PROCESS MODEL

EXPOSURE

ATTENTION

VOLUNTARY AND INVOLUNTARY ATTENTION

INTERPRETATION

FACTORS THAT SHAPE PERCEPTION

STIMULUS CHARACTERISTICS

THE CONTEXT

CONSUMER CHARACTERISTICS

PERCEPTUAL BIASES

SELECTIVE EXPOSURE

SELECTIVE ATTENTION

SELECTIVE INTERPRETATION

PERCEPTUAL FRAMES

PERCEPTUAL THRESHOLD

SUBLIMINAL PERCEPTION

PERCEPTUAL ORGANIZATION

GESTALT, FIGURE-GROUND, CLOSURE

MARKETING APPLICATIONS

PSYCHOLOGY OF PRICE PERCEPTION

REFERENCE PRICE

COUNTRY-OF-ORIGIN EFFECTS

BRAND IMAGE AND BRAND EXTENSIONS

PERCEPTUAL MAPS AND POSITIONING

SENSORY MARKETING

SUMMARY

4. CONSUMER LEARNING, MEMORY, AND NOSTALGIA

INTRODUCTION

FOUR MODELS OF CONSUMER LEARNING

CLASSICAL CONDITIONING

INSTRUMENTAL LEARNING

MODELING

COGNITIVE LEARNING

STIMULUS GENERALIZATION AND DISCRIMINATION

CONSUMER INFORMATION PROCESSING

HOW CONSUMER MEMORY WORKS

INFORMATION STRUCTURE

REMEMBERING THE INFORMATION

HOW CONSUMERS ORGANIZE INFORMATION IN THEIR MINDS

CONSUMER ADOPTION OF PRODUCT INNOVATIONS

DESIRABLE CHARACTERISTIC OF INNOVATIONS

CONSUMER NOSTALGIA

MARKETING WITH NOSTALGIA

SUMMARY

5. CONSUMER VALUES, PERSONALITY, AND SELF-CONCEPTS

INTRODUCTION

CONSUMER VALUES

LINKING PRODUCT ATTRIBUTES TO CONSUMER VALUES

CONSUMER PERSONALITY

FREUDIAN THEORY

DEFENSE MECHANISMS

TRAIT THEORY

THE BIG FIVE OF PERSONALITY

MARKETERS’ FIVE

THE INFLUENCE OF PERSONALITY ON CONSUMER BEHAVIOR

SELF-CONCEPT

COMPONENTS OF SELF-CONCEPT

THE EXTENDED SELF AND POSSESSIONS

OUR EXTENDED SELVES IN A DIGITAL WORLD

SUMMARY

6. CONSUMER LIFESTYLES AND PSYCHOGRAPHICS

INTRODUCTION

PSYCHOGRAPHICS DEFINED

LIFESTYLE DEFINED

PSYCHOGRAPHICS—LIFESTYLES BY NUMBERS

MEASURING LIFESTYLES ACTIVITIES, INTERESTS, AND OPINIONS

PSYCHOGRAPHIC SEGMENTATION

VALUES AND LIFESTYLES (VALS)

PSYCHOOGRAPHICS + DEMOGRAPHICS

PRODUCTS AS BUILDING BLOCKS OF LIFESTYLES

MARKETING BY LIFESTYLES

BOBOS—A NEW CONSUMER SEGMENT

MATERIALISM VS. VOLUNTARY SIMPLICITY

STATUS CONSUMPTION

YOUR BIG LIFE PROJECT

GEODEMOGRAPHICS

PRIZM

SUMMARY

7. CONSUMER ATTITUDE: KNOW-FEEL-DO MODELS

INTRODUCTION

ATTITUDE: DEFINITION

PREDISPOSITION

MEASURING CONSUMER ATTITUDES

THE ABC MODEL OF ATTITUDE

BELIEFS

AFFECT

CONATION

HIERARCHIES IN ATTITUDE

LOW INVOLVEMENT HIERARCHY

MARKETING IMPLICATION OF ATTITUDE HIERARCHY

CONSISTENCY AMONG THINK, FEEL, AND DO

FOUR FUNCTIONS OF ATTITUDE

MULTIATTRIBUTE MODELS OF ATTITUDE AND BEHAVIOR: TOVA, TORA, TOTA

THEORY OF REASONED ACTION (TORA)

MOLDING CONSUMER ATTITUDES

COGNITIVE ROUTE TO ATTITUDE MOLDING

AFFECTIVE ROUTE TO ATTITUDE MOLDING

CONATIVE ROUTE TO ATTITUDE MOLDING

CB 2.0 FISHBEIN’S EXTENDED MODEL

TOVA AND TOTA: MODELS FOR COMPLEX ATTITUDES

SUMMARY

8. MOLDING CONSUMER ATTITUDES–Managing Marketing Communications

INTRODUCTION

ATTITUDE CHANGE: SEVEN THEORIES

1. INVOLVEMENT AND THINK-FEEL GRID FOR ATTITUDE CHANGE

2. ELABORATION LIKELIHOOD MODEL

3. MOLDING ATTITUDES THROUGH MULTIATTRIBUTE MODELS

4. HEIDER’S BALANCE THEORY

5. ATTRIBUTION THEORY

6. SELF-PERCEPTION THEORY

7. ACTIVE VERSUS PASSIVE AUDIENCE THEORY

HOW LOW INVOLVEMENT ADVERTISING WORKS

APPEAL TYPES

SOURCE CREDIBILITY

MATCH UP HYPOTHESIS

PERSUASION IN INTERPERSONAL SELLING

SUMMARY

9. CONSUMERS’ CULTURE AND MEANING TRANSFER

INTRODUCTION

CULTURE: DEFINITION

ELEMENTS OF CULTURE

GETTING CULTURE—HOW DO WE LEARN IT?

HIGH, LOW, FOLK, POP CULTURE

CHARACTERISTICS OF CULTURE

CULTURAL VALUES

CORE WESTERN VALUES

EAST VERSUS WEST

FIVE UNIVERSAL CULTURAL VALUE TRAITS

INDIVIDUALISM VERSUS COLLECTIVISM

HIGH CONTEXT VERSUS LOW CONTEXT

POWER DISTANCE

UNCERTAINTY AVOIDANCE

MASCULINITY VERSUS FEMININITY

CULTURAL PRACTICES: RITUALS, CUSTOMS, AND MYTHS

THE DEEPER FUNCTIONS OF RITUALISTIC CULTURAL PRACTICES

CULTURAL PRACTICES AND MARKETING

SYMBOLIC FUNCTIONS OF CULTURE

CROSSING CULTURES: MARKETING BLUNDERS

CULTURAL ETHNOCENTRISM

THE SILENT LANGUAGE OF CULTURE

POSTMODERN GLOBAL CULTURE: MYTH OR REALITY

GIFT EXCHANGE: A CULTURAL ANALYSIS

OUR CULTURALLY CONSTITUTED WORLD

A MODEL OF MEANING PRODUCTION AND CONSUMPTION IN A CULTURE

APPENDIX. SELECTED CULTURES FROM AROUND THE WORLD

SUMMARY

10. REFERENCE GROUPS, OPINION LEADERS, AND E-FUENTIALS

INTRODUCTION

REFERENCE GROUPS

PRIMARY VS. SECONDARY GROUPS

FORMAL VS. INFORMAL GROUPS

MEMBERSHIP VS. SYMBOLIC GROUPS

THREE FORMS OF REFERENT INFLUENCE

SUSCEPTIBILITY TO INTERPERSONAL INFLUENCE (SIPI)

SOCIAL COMPARISON THEORY

SOCIAL LOAFING

OPINION LEADERS

IDENTIFYING OPINION LEADERS

INFLUENTIALS

E-FLUENTIALS

DIFFUSION OF INNOVATIONS

OPINION LEADERS AND FOLLOWERS

THE ADOPTION PROCESS

MEDIA AND MARKET CONVERSATION

TWO-STEP VERSUS MULTI-STEP FLOW OF COMMUNICATION THEORY

BUZZ MARKETING: W-O-M WITH A TWIST

RECIPE FOR SUCCESSFUL BUZZ

REFERENT INFLUENCE IN THE MARKETPLACE

SIX DRIVERS OF VIRALITY

SUMMARY

11. CONSUMER DECISION MAKING RATIONAL AND EMOTIONAL

INTRODUCTION

THE CONSUMER DECISION PROCESS

STEP 1: PROBLEM RECOGNITION

STEP 2: INFORMATION SEARCH

SOURCES OF INFORMATION

SEARCH STRATEGIES AND DETERMINANTS

DETERMINANTS OF SEARCHING

STEP 3: ALTERNATIVE EVALUATION

EVALUATION CRITERIA

DECISION MODELS

THE COMPENSATORY MODEL

NONCOMPENSATORY MODELS

DECISION HEURISTICS

FRAMING EFFECTS ON JUDGMENTS

SATISFICING

CHOOSING EXPRESSIVE PRODUCTS?

EMOTIONAL CHOICES

STEP 4: PURCHASE

STEP 5: POST-PURCHASE EXPERIENCE

INVOLVEMENT—THE PERVASIVE ARBITER OF CHOICE PROCESSES

THE BIASED DECISION MAKER

SUMMARY

APPENDIX 11A

APPENDIX 11B

12. CONSUMER POST-CHOICE EXPERIENCE

INTRODUCTION

POST CHOICE EXPERIENCE

DECISION CONFIRMATION

FIGHTING BUYER’S REMORSE

EXPERIENCE EVALUATION

FREE SAMPLING—DOES IT HELP?

THE PSYCHOLOGY OF CONSUMER SATISFACTION

E-SATISFACTION

FIVE FACES OF SATISFACTION

FUTURE RESPONSE: EXIT, VOICE, OR LOYALTY

CONSUMER COMPLAINING

DAMAGE CONTROL

PRODUCT DISPOSAL

CONSUMER INVOLVEMENT— HOW IT COLORS OUR POST-CHOICE EXPERIENCE

SUMMARY

13. CONSUMER AS SHOPPER

INTRODUCTION

POP-UP STORES

SHOPPING MOTIVES

SHOPPING ORIENTATION—ACQUISITION OR LEISURE

PLANNED, UNPLANNED, AND IMPULSE BUYING

IN-STORE FACTORS

CONSUMER IMPULSIVITY

HOW CONSUMERS CHOOSE THEIR STORES

NONFOOD SHOPPING

STORE IMAGE AND STORE PERSONALITY

CONSUMER LOYALTY TO STORES

A MODEL OF STORE BRAND CHOICE

MARKETING IMPLICATIONS—MILKING CONSUMERS’ IMPULSIVITY

CRAFTING STORE ATMOSPHERICS

WINNING CUSTOMER LOYALTY

PSYCHOLOGY OF ONLINE SHOPPERS

SUMMARY

14. GENDER, AGE, AND FAMILY IN CONSUMER BEHAVIOR

INTRODUCTION

GENDER

GENDER ROLE IDENTITY CONSUMPTION

DIFFERENCES IN MEN AND WOMEN AS CONSUMERS

METROSEXUALS, RETROSEXUALS, AND ŰBERSEXUALS

AGE

AGE DISTRIBUTION OF POPULATION

POPULATION PYRAMIDS

AGE BASED CONSUMER SEGMENTS

BABY BOOMERS

GENERATION X

GENERATION Y/MILLENNIALS

TEENAGERS

CHILDREN

SENIORS

MARKETING TO YOUTH

FAMILIES AND HOUSEHOLDS

FAMILY LIFE CYCLE

CONSUMER SOCIALIZATION OF CHILDREN

SUMMARY

15. ETHNIC IDENTITY IN CONSUMER BEHAVIOR

INTRODUCTION

ETHNICITY VS. RACE

MULTI-ETHNIC WORLD CITIES

A PORTRAIT OF VARIOUS ETHNIC GROUPS

CAUCASIANS (NON-HISPANIC WHITES)

AFRICAN-AMERICANS

HISPANICS

ASIAN-AMERICANS

ETHNIC IDENTITY

CHARMS OF ETHNIC DIVERSITY

RELIGIOUS AFFILIATION

MAJOR RELIGIONS OF THE WORLD

INCOME AND WEALTH

CONSUMER SENTIMENT

WHY THE POOR PAY MORE?

PSYCHOLOGY OF POVERTY

SOCIAL CLASS

SOCIAL MOBILITY AND STATUS DISCORD

16. CONSUMER RELATIONSHIP WITH BRANDS

INTRODUCTION

BRAND LOYALTY: THE CONCEPT

THE POWER OF BEHAVIOR-SCANS

BRAND LOYALTY AS ATTITUDE-BASED BEHAVIOR

CONSUMER LOYALTY

A MODEL OF BRAND LOYALTY

FOUR FACES OF BRAND LOYALTY

CONSUMER BRAND LOYALTY: A COMPREHENSIVE MODEL

BRAND EQUITY

SOURCE OF BRAND EQUITY

BRAND PERSONALITY

MEASURING BRAND PERSONALITY

HOW BRANDS ACQUIRE PERSONALITY

CONSUMER RELATIONSHIPS WITH BRANDS

BRAND ATTACHMENT

A SOCIETY OF CONSUMPTION COMMUNITIES

BRANDFESTS

BRANDFESTS AND BRAND BONDING

CONSUMPTION TRIBES

FOUR ROLES IN CONSUMPTION COMMUNITIES

DEEP INVOLVEMENT—EXTREME BRAND LOVE

SUMMARY

17. MARKETERS, PUBLIC POLICY, AND THE SLIGHTLY UNETHICAL CONSUMER

INTRODUCTION

DECEPTION: ETHICS IN MARKETING

SELLING UNSAFE PRODUCTS

UNFAIR PRICING

MISINFORMATION AND DECEPTION

INTRUSION AND OVER-COMMERCIALISM

PUBLIC POLICY AND ITS ROLE IN CONSUMER PROTECTION

CONSTRAINING CHOICES

MANDATING CHOICES

FACILITATIVE INFRASTRUCTURE

PROTECTING THE CONSUMER FROM MARKETERS

CONSUMER BILL OF RIGHTS

REGULATION OF ADVERTISING

ADVERTISING TO CHILDREN

PROTECTING CONSUMER PRIVACY

CONSUMER NEGLIGENCE AND CONSCIENCE

THE MENACE OF SHOPLIFTING

THE CURSE OF COMPULSIVE BUYING

FEEDING OUR BODIES BADLY

THREE FACTOR MODEL OF OBESITY

RECKLESS DRIVING

ENVIRONMENTAL ABUSE

THREE FACTOR MODEL OF ECOLOGICAL CONSUMPTION

THE ENLIGHTENED CONSUMER

SUMMARY

EPILOG: MARKETING MEETS THE CONSUMER

FEELING CONSUMERS’ PAIN POINTS

SEGMENTATION AND TARGET IDENTIFICATION

DEEP CONSUMER PROFILING

RESPONSIVE OFFERING PRESENTATION

FASHIONING 5PS OF MARKETING

INNOVATE VALUE FOR CONSUMERS

SYMBOLIC CONSUMPTION: THE ENCHANTED CONSUMER–POSTMODERN CONSUMPTION EXPERIENCE

OBJECTS OF DESIRE DEEP MEANING IN CONSUMPTION

APPROPRIATON OF PRODUCTS

CONSUMING AUTHENTCITY

CONSUMPTON OF BODY ADORNMENTS

CONSUMPTON OF MEDIA FICTON

TECHNOLOGY CONSUMPTON EXPERIENCE

THE WIRELESS CONSUMER

VIRTUAL IDENTTY

GIF EXCHANGE AS A CONSUMER BEHAVIOR

SPECIAL TOPICS

PSYCHOLOGY MEETS ECONOMICS

CONSUMERS in SEARCH of PROPER PLEASURE

THE ONLINE LIFE OF COFFEE AFICIONADOS

GENDER BENDER BRAND HIJACKS AND CONSUMER REVOLT

CASES

CASE 1: Lure the Consumer. Build the Brand

CASE 2: How Brands Charm Women Consumers: Let Us Count the Ways

CASE 3: Let’s Talk Race: Starbucks’ Social Experiment

CASE 4: Moxy Hotels: Will Millennials Check In?

CASE 5: Nudie Jeans: The Naked Truth About Denim

CASE 6: ZinePak—Making the “Physical” Cool Again!

CASE 7: Style Me Sustainable—Look Good. Do Good. Live Better.

CASE 8: Your Carbon Footprint: How to Tame It!

CASE 9: Here is Good Food. And Here is Your Guide to Keeping It as Good Inside Your Body as it is Ou

CASE 10: New Food Labels: Make Them Bigger and Consumers Will Heed!

CASE 11: A Car for Women, by Women

CASE 12: Don’t Wear Your Stockings! Spray Them

CASE 13: Going to the Ball Game? Take Your Psychographics With You

CASE 14: NASCAR—Balancing Your Attitude

CASE 15: How I Bought My Car

CASE 16: Ruehl No. 925 The Abercrombie & Fitch Consumer Grows UP!

CASE 17: Tween Power in the Market

CASE 18: Money for Nothing and Hits for Free

CASE 19: “Don’t Breathe…. Buy Our Diesels”

CASE 20: A Festival of Love

CASE 21: Selling Victoria’s Secret in Saudi Arabia

CASE 22: “So I Got a New Face”

CASE 23: Consuming Brands, Experiencing Selves: A Tale of Two Consumer Life Projects

CASE 24: A Conservative British Store Turns Emotional

CASE 25: Villains in TV Shows

CASE 26: How Green Is Your School?

CASE 27: THE REAL TRUTH ABOUT BEAUTY

GLOSSARY

INDEX—SUBJECT

PHOTO CREDITS

AUTHOR

BOOKMARKS

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