Consumer Behavior: Buying, Having, and Being

641 Pages·2019·66.679 MB·English

by  Michael R. Solomon

GLOBAL
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C onsumer Behavior
Buying, Having, and Being
Thirteenth Edition
Michael R. Solomon
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Consumer Behavior
Buying, Having, and Being
Thirteenth Edition
Global Edition
Michael R. Solomon
Saint Joseph’s University
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ISBN 10: 1-292-31810-4
ISBN 13: 978-1-292-31810-3
eBook ISBN 13: 978-1-292-31820-2
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BRIEF CONTENTS
Section 1 Foundations of Consumer Behavior 19
Chapter 1 Buying, Having, and Being: An Introduction to
Consumer Behavior 20
Chapter 2 Consumer Well-Being 49
Section 2 Internal Influences on Consumer Behavior 87
Chapter 3 Perception 88
Chapter 4 Learning and Memory 124
Chapter 5 Motivation and Affect 165
Chapter 6 The Self: Mind, Gender, and Body 196
Chapter 7 Personality, Lifestyles, and Values 244
Section 3 Choosing and Using Products 289
Chapter 8 Attitudes and Persuasive Communications 290
Chapter 9 Decision Making 336
Chapter 10 Buying, Using, and Disposing 370
Section 4 Consumers in Their Social and Cultural Settings 407
Chapter 11 Group Influences and Social Media 408
Chapter 12 Income and Social Class 455
Chapter 13 Subcultures 490
Chapter 14 Culture 529
Appendix I: Careers in Consumer Research 588
Appendix II: Research Methods 590
Appendix III: Sources of Secondary Data 595
Glossary 597
Index 613
5
CONTENTS
Major Policy Issues Relevant to Consumer Behavior 60
Section 1 Foundations of
Data Privacy and Identity Theft 60
Market Access 62
Consumer Behavior 19
Sustainability and Environmental Stewardship 64
The Dark Side of Consumer Behavior 69
Buying, Having, and Being: Consumer Terrorism 69
1
Addictive Consumption 70
An Introduction to Consumer
Consumed Consumers 73
Behavior 20 Illegal Acquisition and Product Use 73
Consumer Behavior: People in the Marketplace 21 Chapter Summary 75
What Is Consumer Behavior? 22 Key Terms 75
Consumers’ Impact on Marketing Strategy 24 Review 76
Consumer Behavior Challenge 76
Consumers Are Different! How We Divide Them Up 24
Case Study One for One: The Art of Giving at TOMS 78
User-Generated Content (UGC) 29
Marketing’s Impact on Consumers 29
Popular Culture Is Marketing Is Popular Culture . . .  29
All the World’s a Stage 31
Section 1 Data Case: Analyzing the Athletic Shoe
What Does It Mean to Consume? 32 Market 82
The Global “Always-On” Consumer 34
The Digital Native: Living a Social [Media] Life 35
Consumer Behavior as a Field of Study 36
Section 2 Internal Influences on
Where Do We Find Consumer Researchers? 37
Interdisciplinary Influences on the Study of Consumer Consumer Behavior 87
Behavior 37
Two Perspectives on Consumer Research 39
Consumer Trends: Keep Ahead to Keep Up 41 3 Perception 88
Taking It from Here: The Plan of the Book 43
Chapter Summary 43 Sensation 88
Key Terms 44 Sensory Marketing 90
Review 44 Augmented and Virtual Reality 97
Consumer Behavior Challenge 45
The Stages of Perception 98
Case Study Hey Alexa—What Is Consumer Behavior? 46 Stage 1: Exposure 99
Subliminal Perception 101
Stage 2: Attention 104
2 Consumer Well-Being 49
Personal Selection Factors 106
Stage 3: Interpretation 109
Business Ethics and Consumer Rights 50
Stimulus Organization 110
Needs and Wants: Do Marketers Manipulate
Semiotics: The Meaning of Meaning 112
Consumers? 51
Perceptual Positioning 116
Consumers’ Rights and Product Satisfaction 54
Market Regulation 56 Chapter Summary 117
Consumerism 58 Key Terms 118
Corporate Social Responsibility (CSR) 59 Review 118
Transformative Consumer Research 59 Consumer Behavior Challenge 119
Social Marketing 59 Case Study A Lush Treat for the Senses 120
6
Contents 7
Chapter Summary 188
4 Learning and Memory 124 Key Terms 188
Review 189
Consumer Behavior Challenge 189
How Do We Learn? 124
Case Study Motivating the KonMari Way 191
Behavioral Learning Theories 125
Marketing Applications of Classical Conditioning
Principles 127 The Self: Mind, Gender,
6
Marketing Applications of Repetition 127 and Body 196
Marketing Applications of Conditioned Product
Associations 128
The Self 196
Marketing Applications of Stimulus Generalization 129
Does the Self Exist? 197
Instrumental Conditioning 130
Self-Concept 197
Marketing Applications of Instrumental Conditioning
Are We What We Buy? 203
Principles 133
The Extended Self 205
Gamification: The New Frontier for Learning Applications 134
Embodied Cognition 207
Cognitive Learning Theory 135 Wearable Computing 208
Observational Learning 135
Gender Identity 210
Is Learning Conscious or Not? 136
Sex Role Socialization 211
How Do We Learn to Be Consumers? 137
Female Sex Roles 213
Memory 142 Male Sex Roles 215
How Our Brains Encode Information 143 Androgyny 216
How Our Memories Store Information 145 Lesbian, Gay, Bisexual, and Transgender (LGBT)
How We Retrieve Memories When We Decide What to Buy 148 Consumers 220
What Makes Us Forget? 149
The Body as Product 220
How We Measure Consumers’ Recall of Marketing
Ideals of Beauty 221
Messages 152
Body Decoration and Mutilation 230
Bittersweet Memories: The Marketing Power of
Body Anxiety 231
Nostalgia 154
Chapter Summary 234
Chapter Summary 156
Key Terms 235
Key Terms 157
Review 235
Review 157
Consumer Behavior Challenge 236
Consumer Behavior Challenge 158
Case Study L’Oreal Age Perfect—Because They’re
Case Study Three Mobile Reimagines History to Assert
Worth It 237
that Phones are Good 159
Personality, Lifestyles, and
5 Motivation and Affect 165 7
Values 244
The Motivation Process: Why Ask Why? 165 Personality 245
Motivational Strength 166 Consumer Behavior on the Couch: Freudian Theory 245
Motivational Direction 167 Neo-Freudian Theories 248
Motivational Conflicts 169 Trait Theory 249
How We Classify Consumer Needs 171
Brand Personality 255
Affect 174
Types of Affective Responses 174 Lifestyles and Consumer Identity 261
Positive Affect 176 Product Complementarity and Co-Branding Strategies 264
Negative Affect 177
Psychographics 265
How Social Media Tap into Our Emotions 179
Consumer Involvement 180
Types of Involvement 181
8 Contents
Values 271 Cognitive Decision Making 339
Core Values 272 Steps in the Cognitive Decision-Making
How Do Values Link to Consumer Behavior? 276 Process 340
Neuromarketing 346
Chapter Summary 279 Online Decision Making 347
Key Terms 279 How Do We Put Products into Categories? 349
Review 280
Habitual Decision Making 355
Consumer Behavior Challenge 280
Heuristics: Mental Shortcuts 355
Case Study The Pure and Easy Food Lifestyle 281
AI: Who’s Calling the Shots? 358
Priming and Nudging 359
Section 2 Data Case: Evolving Trends in Fitness and
Chapter Summary 361
French Fries 286
Key Terms 362
Review 362
Consumer Behavior Challenge 363
Case Study P&G and the Moments of Truth—Just How
Section 3 Choosing and Using
Many Moments Are There? 365
Products 289
Buying, Using, and
10
Disposing 370
Attitudes and Persuasive
8
Communications 290
Situational Effects on Consumer Behavior 371
The Consumption Situation 371
The Power of Attitudes 291
The Shopping Experience 375
The ABC Model of Attitudes 292
Mood 376
How Do We Form Attitudes? 295 When the Going Gets Tough, the Tough Go
Attitude Models 301 Shopping 377
Do Attitudes Predict Behavior? 304 E-Commerce: Clicks versus Bricks 379
Persuasion: How Do Marketers Change Attitudes? 308 Digital Currency 381
Decisions, Decisions: Tactical Communications Options 309 Retailing As Theater 382
The Elements of Communication 309 Store Image 383
The Source 311 In-Store Decision Making 384
The Message 315 Spontaneous Shopping 385
New Message Formats: The Social Media Revolution 319 The Salesperson: A Lead Role in the Play 387
Types of Message Appeals 322 Ownership and the Sharing Economy 387
The Source Versus the Message: Do We Sell the Steak or the
Postpurchase Satisfaction and Disposal 388
Sizzle? 325
Postpurchase Satisfaction 389
Product Disposal 389
Chapter Summary 327
Recycling and the Underground Economy 391
Key Terms 327
Review 328
Consumer Behavior Challenge 329 Chapter Summary 392
Key Terms 393
Case Study Anti-Smoking Advertising—Can You Be Scared
Review 394
into Quitting? 330
Consumer Behavior Challenge 394
Case Study Recycling Plastic Bottles, Saving the
9 Decision Making 336
Planet 396
What’s Your Problem? 337
Section 3 Data Case: Cats, Kibble, and Cable TV 402
Hyperchoice: Too Much of a Good Thing! 337
Self-Regulation 338
Contents 9
Status Symbols and Social Capital 470
Section 4 Consumers in Their Status Symbols 470
“What Do You Use That Fork For?” Taste Cultures and
Social and Cultural Settings 407
Codes 470
Social Class Around the World 475
Status Signaling 479
Group Influences and Social
11
Media 408 Chapter Summary 482
Key Terms 483
Review 483
Groups 409
Consumer Behavior Challenge 484
Social Power 410
Reference Groups 411 Case Study Success at the Bottom of the Pyramid?
Conformity 413 Unilever & P&G Show It’s Possible 485
Brand Communities 415
Collective Decision Making: How Groups Influence What 13 Subcultures 490
We Buy 416
B2B Decision Making 416
Ethnic and Racial Subcultures 491
The Intimate Corporation: Family Decision
Subcultural Stereotypes 491
Making 421
Ethnicity and Acculturation 492
How Families Decide 422
The “Big Three” American Ethnic Subcultures 495
Word-of-Mouth Communication 426
Religious Subcultures 499
Buzz Building 427
Organized Religion and Consumption 501
Negative WOM 428
Born Again Consumers 502
Islamic Marketing 503
Opinion Leadership 428
How Influential Is an Opinion Leader? 430 The Family Unit and Age Subcultures 504
Types of Opinion Leaders 431 Family Structure 504
How Do We Find Opinion Leaders? 432 Age Cohort 507
Social Media: The Horizontal Revolution 435 Place-Based Subcultures 517
Online Social Networks and Brand Communities 437
Social Games 440 Chapter Summary 519
Digital Word-of-Mouth 441 Key Terms 520
Review 520
Chapter Summary 444 Consumer Behavior Challenge 520
Key Terms 445
Case Study Modern Family: How Brands Embrace
Review 446
Changing Household Structures 523
Consumer Behavior Challenge 446
Case Study Social Media and Humor 449
14 Culture 529
12 Income and Social
Cultural Systems 530
Class 455
Dimensions of Culture 530
The Yin and Yang of Marketing and Culture 531
Income and Consumer Identity 456 Cultural Movement 532
To Spend or Not to Spend, That Is the Question 456 High and Low Culture 535
Income-Based Marketing 460 Cultural Formulae 536
Social Class and Consumer Identity 464 Cultural Stories and Ceremonies 537
Pick a Pecking Order 465 Myths 537
How Do We Measure Social Class? 468 Rituals 539