CB: consumer behaviour

404 Pages·2018·48.871 MB·English

by  Babin, Barry J., Harris, Eric G., Murray, Kyle Bayne

CB
BABIN HARRIS MURRAY
C
B
ACTIVATE
CB CONSUMER BEHAVIOUR
2
SECOND CANADIAN EDITION
C
E
TODAY!
B
A
B
1 I
N

H
A
Open the Access Card
R
R
included with this text. I
S

M
2 U
R
R
A
Follow the steps on the card. Y
3
Study.
If an Access Card is not included with this text, you
can purchase instant access at NELSONbrain.com.
Only new books are packaged with Access Cards.
www.nelson.com
70385_cvr_ptg01_hires.indd All Pages 04/02/16 11:51 AM
THE PROCESS
4LTR Press uses a Student-Tested, Faculty-Approved process
to meet the unique needs of each course. Here are the results
for the Consumer Behaviour course.
Students Say
They want an overview of the course
concepts that illustrates their value and
Delivers
impact in the world. They want resources
that are easy to access, either easy-to-
An engaging experience,
carry print texts or mobile, accessible
complete with print and digital
digital solutions. They want a resource that
solutions. Providing in-depth
helps them study and is easy to review for
coverage of current trends, CB
assignments and exam preparation.
is full of examples that detail how
Consumer Behaviour affects the world.
Clear learning objectives, key terms,
and Chapter Review cards help students
study and prepare for course work.
Instructors Require
Easy-to-use online tools with activities,
assignments, and quizzes support
A text that covers current trends and topics
both formative and summative
directly related to the students taking the
assessments, helping students
course. A resource that helps them engage
learn by creating a more
their students, whether in print or online,
dynamic learning
and that provides support for delivering and
environment.
assessing course concepts.
Copyright 2017 Nelson Education Ltd. All Rights Reserved. May not be copied, scanned, or duplicated, in whole or in part. Due to electronic rights, some third party content
may be suppressed from the eBook and/or eChapter(s). Nelson Education reserves the right to remove additional content at any time if subsequent rights restrictions require it.
70385_ifc_ptg01_hires.indd 2 05/02/16 10:22 AM
CB BABIN HARRIS MURRAY
B
S
T
The soluTion A
T
CONSUMER BEHAVIOUR
SECOND CANADIAN EDITION
Print
CB delivers all the key terms and all the content for
the Consumer Behaviour course through a visually
engaging and easy-to-review print experience.
Digital
MindTap enables you to stay organized and
study efficiently by providing a single location ACTIVATE
for all your course materials and study aids.
Built-in apps leverage social media and the latest AQCUCEESSTSI OCNOSD?E ACTIVATE
learning technology to help you succeed. MINDTAP TODAY!
12 OiFnopclleluondw et hdthe we A istcthcee ptshss ioCs nater tdxh te. card. BSTAT CCSEOCONNDS CUANMADEBIARN E BDITEIOHNAVIOUR wwNwBAeT.BnIeNl s eHcAoRlChRsnIOSno O MiNEnUcRNdR.LaAcYuIloNT cSmEAaut/CpisopuTnop rLpttodr.t 654 3 2 e W T AnN1 R ohptIECe Gen eraLgr ooeCnAct Sivth n scsEhtpOiCettoedkeereSN sO oe rbrwyASbs md oaUoic rt w yxsuapb cCRbo rityealwn eeOuaS si ydnlbnras.oED o nseec oww CutEwlcenKrlroi eoultl f Eidhuudsoicnne snY rote““s oe t Is npRt. rrr rahr ee.ufOifcansogecRv ootrit ese k oum tltd foerhrea.r cgee/bnroe, ps ”e iCmA,ni t lneococ,u g nlwciuidyf.cte r.eoyekssoru nse uot rtChn K aeo ielntr dhyCesee aot”f dor“u muyOrr csypheeoteaso usnvKaerr” eg cabyeo u , u t trosne—.

Gently scratch off foil with coin to reveal your access code.
3 Study.
Student Resources Instructor Resources
• Interactive eBook • Chapter Videos • Access to All Student Resources
• Flashcards • Online Glossary • Engagement Tracker
• Practice Quiz Generator • Part Videos • Instructor Companion Site
• Trackable Activities: • Case Studies • PowerPoint® Slides
— Graded Quizzing • Chapter Review Cards • Updated Test Bank
— Media Quizzing • LMS Integration
Students: www.nelson.com/student Instructors: www.nelson.com/instructor
Copyright 2017 Nelson Education Ltd. All Rights Reserved. May not be copied, scanned, or duplicated, in whole or in part. Due to electronic rights, some third party content
may be suppressed from the eBook and/or eChapter(s). Nelson Education reserves the right to remove additional content at any time if subsequent rights restrictions require it.
70385_00_FM.indd 1 05/02/16 9:49 AM
This is an electronic version of the print textbook. Due to electronic rights restrictions,
some third party content may be suppressed. The publisher reserves the right to remove content
from this title at any time if subsequent rights restrictions require it. For valuable information
on pricing, previous editions, changes to current editions, and alternate formats, please visit
www.nelson.com to search by ISBN#, author, title, or keyword for materials in your areas
of interest.
Copyright 2017 Nelson Education Ltd. All Rights Reserved. May not be copied, scanned, or duplicated, in whole or in part. Due to electronic rights, some third party content
may be suppressed from the eBook and/or eChapter(s). Nelson Education reserves the right to remove additional content at any time if subsequent rights restrictions require it.
CB, Second Canadian Edition
by Barry J. Babin, Eric G. Harris, and
Kyle B. Murray
VP, Product and Partnership Production Service: Interior Design:
Solutions: MPS Limited Trinh Truong
Anne Williams
Copy Editor: Cover Design:
Publisher, Digital and Print Content: Laurel Sparrow/Top Copy Trinh Truong
Amie Plourde Communications
Cover Image:
Senior Marketing
Proofreader: crossroadcreative
Manager:
MPS Limited
Alexis Hood Compositor:
Indexer: MPS Limited
Content Development Manager:
Ever Olano
Toula Di Leo
Design Director:
Photo and Permissions Researcher:
Ken Phipps
Karen Hunter
Managing Designer:
Production Project Manager:
Franca Amore
Jaime Smith
CoPyRIght © 2017, 2014 by Nelson All RIghtS RESERVED. No part of library and Archives Canada
Education Ltd. this work covered by the copyright Cataloguing in Publication
herein may be reproduced,
Adapted from CB7, by Barry J. Babin transcribed, or used in any form Babin, Barry J., author
and Eric G. Harris, published by or by any means—graphic, CB / Barry J. Babin, Eric G. Harris,
Cengage Learning. Copyright © 2016, electronic, or mechanical, including Kyle B. Murray. — Second Canadian
2015 by Cengage Learning photocopying, recording, taping, edition.
Printed and bound in the United Web distribution, or information Includes index.
States of America storage and retrieval systems— ISBN 978-0-17-657038-5 (paperback)
1 2 3 4 19 18 17 16 without the written permission of
the publisher. 1. Consumer behavior—Textbooks.
For more information contact I. Harris, Eric G., author II. Murray,
Nelson Education Ltd., For permission to use material from Kyle B. (Kyle Bayne), 1973–, author
1120 Birchmount Road, Toronto, this text or product, submit III. Title.
Ontario, M1K 5G4. Or you can visit all requests online at
our Internet site at www.cengage.com/permissions. HF5415.32.B33 2016
http://www.nelson.com Further questions about 658.8'342 C2015-906619-0
permissions can be emailed to
Cognero and Full-Circle Assessment [email protected] ISBN-13: 978-0-17-657038-5
are registered trademarks of ISBN-10: 0-17-657038-1
Madeira Station LLC. Every effort has been made to
trace ownership of all copyrighted
material and to secure permission
from copyright holders. In the event
of any question arising as to the use
of any material, we will be pleased
to make the necessary corrections in
future printings.
Copyright 2017 Nelson Education Ltd. All Rights Reserved. May not be copied, scanned, or duplicated, in whole or in part. Due to electronic rights, some third party content
may be suppressed from the eBook and/or eChapter(s). Nelson Education reserves the right to remove additional content at any time if subsequent rights restrictions require it.
70385_00_FM.indd 2 02/02/16 2:16 PM
CB
BABIN HARRIS MURRAY
CB
Brief Contents
B
S
T
A
T
CONSUMER BEHAVIOUR PART 1 introduction 2
1 What Is CB, and Why Should I Care? 2
SECOND CANADIAN EDITION
2 Value and the Consumer Behaviour Value Framework 22
PART 2 intErnAL inFLuEncES 40
3 Consumer Learning Starts Here: Perception 40
4 Comprehension, Memory, and Cognitive Learning 58
5 Motivation and Emotion: Driving Consumer Behaviour 80
6 Personality, Lifestyles, and the Self-Concept 98
7 Attitudes and Attitude Change 118
PART 3 EXtErnAL inFLuEncES 142
8 Consumer Culture 142
9 Microcultures 164
10 Group and Interpersonal Influence 186
PART 4 SituAtionS And dEciSion MAKinG 208
11 Consumers in Situations 208
12 Decision Making I: Need Recognition and Search 230
13 Decision Making II: Alternative Evaluation and Choice 248
PART 5 conSuMPtion And BEYond 266
14 Consumption to Satisfaction 266
15 Consumer Relationships 284
16 Marketing Ethics and Consumer Misbehaviour 302
Integrative Case Study 322
Endnotes 325
Glossary 341
Index 350
© Vladgrin
iii
NEL
Copyright 2017 Nelson Education Ltd. All Rights Reserved. May not be copied, scanned, or duplicated, in whole or in part. Due to electronic rights, some third party content
may be suppressed from the eBook and/or eChapter(s). Nelson Education reserves the right to remove additional content at any time if subsequent rights restrictions require it.
70385_00_FM.indd 3 03/02/16 3:36 PM
contEntS
2-5 Analyzing Markets with Perceptual Maps 34
PART 1
2-6 Value Today and Tomorrow—Customer Lifetime
Value 35
introduction
PART 2
internal influences
m
o
c
ck.
o
erst
utt
h
S
a/
di
e
m
ak
e
br
e
wav om
c
ck.
1 ersto
What Is CB, and Why Should utt
h
S
I Care? 2 el/
N
n
a
1-1 Consumption and Consumer Behaviour 3 Se
1-2 The Ways in which Consumers are 3
Treated 7 Consumer Learning Starts
1-3 Consumer Behaviour’s Role in Business and Here: Perception 40
Society 9
3-1 Defining Learning and Perception 40
1-4 Different Approaches to Studying Consumer
3-2 Consumer Perception Process 43
Behaviour 15
3-3 Applying the Just Noticeable Difference Concept 48
1-5 Consumer Behaviour is Dynamic 17
3-4 Implicit and Explicit Memory 49
2
3-5 Enhancing Consumers’ Attention 52
Value and the Consumer
3-6 The Difference Between Intentional and
Behaviour Value
Unintentional Learning 53
Framework 22
4
2-1 The Consumer Value Framework and its
Comprehension, Memory, and
Components 24
Cognitive Learning 58
2-2 Value and Two Basic Types of Value 27
4-1 What Influences Comprehension? 58
2-3 Marketing Strategy and Consumer Value 29
4-2 Multiple Store Theory of Acquiring, Storing, and Using
2-4 Market Characteristics: Market Segments and
Knowledge 69
Product Differentiation 32
iv
NEL
Copyright 2017 Nelson Education Ltd. All Rights Reserved. May not be copied, scanned, or duplicated, in whole or in part. Due to electronic rights, some third party content
may be suppressed from the eBook and/or eChapter(s). Nelson Education reserves the right to remove additional content at any time if subsequent rights restrictions require it.
70385_00_FM.indd 4 02/02/16 2:16 PM
4-3 Making Associations With Meaning as a Key PART 3
Way to Learn 70
eXternal influences
4-4 Associative Networks and Consumer
Knowledge 73
4-5 Product and Brand Schemas 74
5
Motivation and Emotion:
Driving Consumer
Behaviour 80 ek
asz
m
5-1 What Drives Human Behaviour? 80 Szy
er
5-2 A General Hierarchy of Motivation 82 nif
n
e
J
5-3 Consumer Emotions and Value 85 o/
ot
h
P
5-4 Measuring Emotion 88 P
A
5-5 Differences in Emotional Behaviour 90
8
5-6 Emotion, Meaning, and Schema-Based Affect 93
Consumer Culture 142
6
8-1 Culture and Meaning are Inseparable 142
Personality, Lifestyles, and
8-2 Using Core Societal Values 145
the Self-Concept 98
8-3 How Is Culture Learned? 152
6-1 Personality and Consumer Behaviour 98
8-4 Fundamental Elements of Communication 156
6-2 Specific Traits Examined in Consumer
8-5 Emerging Cultures 161
Research 102
9
6-3 Consumer Lifestyles and Psychographics 108
Microcultures 164
6-4 The Role of Self-Concept in Consumer
Behaviour 112 9-1 Microculture and Consumer Behaviour 164
6-5 Self-Congruency Theory and Consumer 9-2 Major Canadian Microcultures 166
Behaviour 114
9-3 Microculture is Not Uniquely Canadian 179
7 9-4 Demographic Analysis 180
Attitudes and Attitude
9-5 Major Cultural and Demographic Trends 180
Change 118
10
7-1 Attitudes and Attitude Components 118
Group and Interpersonal
7-2 Functions of Attitudes 119 Influence 186
7-3 Hierarchy of Effects 121
10-1 Reference Groups 186
7-4 Consumer Attitude Models 123
10-2 Social Power 189
7-5 Attitude Change Theories and
10-3 Reference Group Influence 191
Persuasion 128
10-4 Word-of-Mouth 196
7-6 Message and Source Effects and
Persuasion 133 10-5 Household Decision Making 200
NEL CONTENTS v
Copyright 2017 Nelson Education Ltd. All Rights Reserved. May not be copied, scanned, or duplicated, in whole or in part. Due to electronic rights, some third party content
may be suppressed from the eBook and/or eChapter(s). Nelson Education reserves the right to remove additional content at any time if subsequent rights restrictions require it.
70385_00_FM.indd 5 02/02/16 2:16 PM
PART 4 PART 5
situations and consuMPtion and
decision MaKinG BeYond
es
g
a
m
y I
er Cut Images/Gett Media AS/Alamy
Upp YAY
11 14
Consumers in Situations 208 Consumption
to Satisfaction 266
11-1 Value in Situations? 208
11-2 Time and Consumer Behaviour 209 14-1 Consumption, Value, and Satisfaction 266
11-3 Place Shapes Shopping Activities 212 14-2 Value and Satisfaction 270
11-4 Impulsive Shopping and Consumption 216 14-3 Other Postconsumption Reactions 272
11-5 Places have Atmospheres 220 14-4 Theories of Postconsumption Reactions 273
11-6 Antecedent Conditions 226 14-5 Consumer Satisfaction/Dissatisfaction
Measurement Issues 278
12
14-6 Disposing of Refuse 280
Decision Making I:
Need Recognition and 15
Search 230 Consumer
Relationships 284
12-1 Consumer Decision Making 230
15-1 Outcomes of Consumption 284
12-2 Decision-Making Perspectives 233
15-2 Complaining and Spreading WOM 286
12-3 Decision-Making Approaches 235
15-3 Switching Behaviour 290
12-4 Need Recognition, Internal Search, and
the Consideration Set 238 15-4 Consumer Loyalty 293
12-5 External Search 240 15-5 Value, Relationships, and Consumers 297
13 16
Decision Making II: Marketing Ethics
Alternative Evaluation and Consumer
and Choice 248 Misbehaviour 302
13-1 Evaluation of Alternatives: Criteria 248 16-1 Consumer Misbehaviour and Exchange 303
13-2 Value and Alternative Evaluation 250 16-2 Distinguish Consumer Misbehaviour and
Problem Behaviour 306
13-3 Product Categorization and Criteria
Selection 251 16-3 Ethics, Consumers, and the Marketing
Concept 311
13-4 Consumer Choice: Decision Rules 257
vi CONTENTS NEL
Copyright 2017 Nelson Education Ltd. All Rights Reserved. May not be copied, scanned, or duplicated, in whole or in part. Due to electronic rights, some third party content
may be suppressed from the eBook and/or eChapter(s). Nelson Education reserves the right to remove additional content at any time if subsequent rights restrictions require it.
70385_00_FM.indd 6 02/02/16 2:16 PM
16-4 Corporate Social Responsibility 314 Integrative Case Study 322
16-5 Regulation of Marketing Activities: Consumer Endnotes 325
Protection and Privacy 315
Glossary 341
16-6 Public Criticism of Marketing 317
Index 350
NEL CONTENTS vii
Copyright 2017 Nelson Education Ltd. All Rights Reserved. May not be copied, scanned, or duplicated, in whole or in part. Due to electronic rights, some third party content
may be suppressed from the eBook and/or eChapter(s). Nelson Education reserves the right to remove additional content at any time if subsequent rights restrictions require it.
70385_00_FM.indd 7 02/02/16 2:16 PM