Consumer Behaviour: A European Perspective PDF
Preview Consumer Behaviour: A European Perspective
Fifth Edition CONSUMER BEHAVIOUR A European Perspective Michael R. Solomon Gary J. Bamossy Søren T. Askegaard Margaret K. Hogg CONSUMER BEHAVIOUR A European Perspective Fifth Edition CONSUMER BEHAVIOUR A European Perspective Michael Solomon Gary Bamossy Søren Askegaard Margaret K. Hogg Pearson Education Limited Edinburgh Gate Harlow Essex CM20 2JE England and Associated Companies throughout the world Visit us on the World Wide Web at: www.pearson.com/uk First published by Prentice Hall Europe 1999 Second edition published 2002 Third edition published 2006 Fourth edition published 2010 Fifth edition published 2013 © Prentice Hall Europe 1999 © Pearson Education 2002, 2006, 2010, 2013 The rights of Michael Solomon, Gary Bamossy, Søren Askegaard and Margaret K. Hogg to be identified as authors of this Work have been asserted by them in accordance with the Copyright, Designs and Patents Act 1988. Authorized adaptation from the United States edition, entitled CONSUMER BEHAVIOR, 10th Edition, by Michael Solomon, published by Pearson Education, Inc, publishing as Prentice Hall, Copyright © 2013. A ll rights reserved. No part of this publication may be reproduced, stored in a retrieval system, or transmitted in any form or by any means, electronic, mechanical, photocopying, recording or otherwise, without either the prior written permission of the publisher or a licence permitting restricted copying in the United Kingdom issued by the Copyright Licensing Agency Ltd, Saffron House, 6–10 Kirby Street, London EC1N 8TS. A ll trademarks used herein are the property of their respective owners. The use of any trademark in this text does not vest in the author or publisher any trademark ownership rights in such trademarks, nor does the use of such trademarks imply any affiliation with or endorsement of this book by such owners. Pearson Education is not responsible for the content of third-party Internet sites. ISBN: 978-0-273-77272-9 (print) 978-0-273-77275-0 (PDF) 978-0-273-78108-0 (eText) British Library Cataloguing-in-Publication Data A catalogue record for this book is available from the British Library Library of Congress Cataloging-in-Publication Data Solomon, Michael R. Consumer behaviour : a European perspective / Michael Solomon, Gary Bamossy, Søren Askegaard. -- 5 Edition. pages cm Includes bibliographical references and index. ISBN 978-0-273-77272-9 1. Consumer behavior--Europe.(cid:3)I. Bamossy, Gary J., 1949-(cid:3)II. Askegaard, Søren.(cid:3)III. Title. HF5415.33.E85S65 2013 658.8′342094--dc23 2013008564 10 9 8 7 6 5 4 3 2 1 17 16 15 14 13 Typeset in 9.25/12.5pt ITC Giovanni Std by 35 Printed and bound by LE.G.oS.p.A., Italy BRIEF CONTENTS Preface xiv Guided tour xix About the authors xxii Acknowledgements xxiv Publisher’s acknowledgements xxvi Part A Consumers in the marketplace 1 Chapter 1 An introduction to consumer behaviour 2 Chapter 2 A consumer society 32 Chapter 3 Shopping, buying and evaluating 61 Case studies 1 to 3 108 Part B How consumers see the world and themselves 119 Chapter 4 P erception 120 Chapter 5 T he self 149 Chapter 6 Motivation, values and lifestyle 185 Case studies 4 to 6 250 Part C Consumers as decision-makers 259 Chapter 7 Learning and memory 260 Chapter 8 A ttitudes 291 Chapter 9 Individual decision-making 331 Case studies 7 to 9 383 Part D European consumers and their social groups 393 Chapter 10 Groups and social media 394 Chapter 11 European family structures, household decision-making and age cohorts 445 Chapter 12 Income and social class 478 Case studies 10 to 12 518 Part E Culture and European consumers 527 Chapter 13 Culture and consumer behaviour 528 Chapter 14 Cultural change processes 565 Chapter 15 Consumption and cultural differences 607 Case studies 13 to 16 631 Glossary 6 42 Indexes 660 v CONTENTS Preface xiv Guided tour xix About the authors xxii Acknowledgements xxiv Publisher’s acknowledgements xxvi PPPaaarrrttt AAA CCOONNSSUUMMEERRSS IINN TTHHEE MMAARRKKEETTPPLLAACCEE Chapter 1 AN INTRODUCTION TO CONSUMER BEHAVIOUR 2 Chapter objectives 2 Consumption in Europe? The European consumer? 3 Consumers’ impact on marketing strategy 7 Marketing’s impact on consumers 13 Do marketers manipulate consumers? 20 Consumer behaviour as a field of study 22 Taking it from here: the plan of the book 26 Chapter summary 28 Key terms 2 8 Consumer behaviour challenge 2 8 Notes 29 Chapter 2 A CONSUMER SOCIETY 32 Chapter objectives 3 2 Consumer culture 33 The meaning of things 34 A branded world 38 Global consumer culture 43 The politics of consumption 50 Chapter summary 55 Key terms 5 6 Consumer behaviour challenge 5 6 Notes 57 Chapter 3 SHOPPING, BUYING AND EVALUATING 61 Chapter objectives 6 1 Introduction 62 Consumers’ choices 62 vii CONTENTS Antecedent states 6 4 Social and physical surroundings 67 Shopping: motivations and experiences 73 E-commerce: clicks vs bricks 76 Servicescapes: retailing as theatre 81 Post-purchase satisfaction 89 Chapter summary 97 Key terms 9 8 Consumer behaviour challenge 9 8 Notes 100 Case study 1(cid:2) ‘Small is beautiful’: the Mini brand community 108 Case study 2(cid:2) How different is different? IKEA’s challenge to appeal to local tastes globally 1 11 Case study 3(cid:2) Dodge’s last stand? Or who buys cars these days? 115 PPPaaarrrttt BBB HHOOWW CCOONNSSUUMMEERRSS SSEEEE TTHHEE WWOORRLLDD AANNDD TTHHEEMMSSEELLVVEESS Chapter 4 PERCEPTION 120 Chapter objectives 1 20 Introduction 121 The perceptual process 1 21 Sensory systems 1 24 Sensory thresholds 131 Perceptual selection 132 Personal selection factors 135 Interpretation: deciding what things mean 137 Chapter summary 143 Key terms 1 45 Consumer behaviour challenge 1 45 Notes 1 46 Chapter 5 THE SELF 149 Chapter objectives 1 49 Perspectives on the self 150 Consumption and self-concept 158 Gender roles 1 61 Body image 168 Chapter summary 177 Key terms 1 78 Consumer behaviour challenge 1 78 Notes 1 79 viii CONTENTS Chapter 6 MOTIVATION, VALUES AND LIFESTYLES 185 Chapter objectives 1 85 Introduction 186 The motivation process: why ask why? 1 86 Motivational strength 187 Motivational direction 189 Motivational conflicts 191 How can we classify consumer needs? 194 Hidden motives: the psychoanalytical perspective on personality 1 97 Brand personality 202 Consumer involvement 203 Values 209 The means–end chain model 217 Materialism: another perspective on the ‘why’ of consumption? 219 Sustainability: a new core value? 221 Lifestyles and consumption choices 223 Psychographics 224 Lifestyle marketing 227 Product disposal 231 Chapter summary 238 Key terms 2 39 Consumer behaviour challenge 2 40 Notes 242 Case study 4(cid:2) Fertility in Europe: what’s next? 250 Case study 5(cid:2) Being a real man about town: the challenge of the ‘new masculinity’ 2 53 Case study 6(cid:2) Greek women’s desired and undesired selves, identity conflicts and consumption 2 56 PPPaaarrrttt CCC CCOONNSSUUMMEERRSS AASS DDEECCIISSIIOONN--MMAAKKEERRSS Chapter 7 LEARNING AND MEMORY 260 Chapter objectives 2 60 Introduction 261 Behavioural learning theories 2 61 Marketing applications of learning principles 267 The role of learning in memory 272 Chapter summary 284 Key terms 2 85 Consumer behaviour challenge 2 86 Notes 286 ix
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