Consumer Behavior

442 Pages·2010·12.66 MB·English

by  Frank Kardes

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
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Consumer Behavior © 2011 South-Western, Cengage Learning
Frank R. Kardes, Maria L. Cronley,
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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
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Contents
Part 1
Consumer Behavior and Marketing Strategy 2
AN INTERVIEW WITH CHERYL STALLWORTH 3
Chapter 1 | Understanding Consumer Behavior and Consumer Research 5
R eality 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
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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
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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
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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
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VIII Contents
Subliminal Advertising Revisited 145
Chapter Summary 146
Key Terms 146
Review and Discussion 147
Short Application Exercises 147
Managerial Application 148
Chapter 8 | Self-Concept and Personality 149
Gap’s Khakis Have Personality 149
Self-Concept Defined 151
The Role of Self-Concept 153
The Extended Self 155
Loved Objects 157
Self-Monitoring 158
Impression Management Theory 159
Appearance Management 159
Ingratiation 160
Aligning Activities 161
Personality 162
Multiple Trait Theory 163
Brand-Personality 165
Characterization 168
Cognitive Factors 169
Need for Cognition 169
Need for Humor 170
Need for Cognitive Closure 171
Chapter Summary 172
Key Terms 173
Review and Discussion 174
Short Application Exercises 174
Managerial Application 175
Part Video Short 175
Part 3
Consumer Decision Making 176
AN INTERVIEW WITH BABA SHIV 177
AN INTERVIEW WITH GEORGE LOEWENSTEIN 178
Chapter 9 | The Consumer Decision Making Process 180
Kellogg’s Company: Cereal with Disclosure 180
The Consumer Decision Making Process 181
Types of Consumer Decisions 181
Brand Laziness 184
Brand Loyalty 184
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Contents IX
Variety Seeking 185
Problem Solving 187
The Traditional Model of Consumer Decision Making 188
The Nature of Problem Recognition 189
Needs 190
Wants 192
Opportunities 193
The Nature of Information Search 195
Influences on Search 195
Motivation to Search 198
Results of Search 198
Economics of Search 198
Alternative Evaluation and Choice: An Uncertainty-Reduction
Model 199
Consumer Uncertainty 201
The Perceived Product-Market 202
Consideration and Choice 203
Cluster Size 204
Cluster Variance 205
Cluster Frontier (The Ideal Brand) 205
Brand Variance 206
Post-Purchase Evaluation 206
Consumer Satisfaction 209
Dissonance-Reduction 209
Expectancy Disconfirmation Model 210
Chapter Summary 211
Key Terms 212
Review and Discussion 212
Short Application Exercises 213
Managerial Application 213
Chapter 10 | Product Consideration, Evaluation, and Choice 214
Sony Has a Television for Every Consumer Taste 214
The Consideration Set: Determining Choice Alternatives 216
Influencing the Consideration Set 217
Part-List Cuing 217
The Attraction Effect 218
The Compromise Effect 218
Constructing Evaluations to Make Choices 219
Consumer Choice: Stimulus-Based, Memory-Based, and Mixed Choice 220
Attitude versus Attribute-Based Choice Strategies 221
Choice Based on Heuristic Processing 223
Prediction Heuristics 226
Representativeness Heuristic 226
Availability Heuristic 228
Simulation Heuristic 230
Anchoring-and-Adjustment Heuristic 230
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