Consumer behavior: marketing strategy perspectives
Gespeichert in:
| Beteiligte Personen: | , |
|---|---|
| Format: | Buch |
| Sprache: | Nichtbestimmte Sprache |
| Veröffentlicht: |
Homewood, Ill.
Irwin
1990
|
| Ausgabe: | 2. ed. |
| Schlagwörter: | |
| Links: | http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=003864533&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA |
| Umfang: | XXIII, 608 S. Ill., graph. Darst. |
| ISBN: | 0256079617 |
Internformat
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| 245 | 1 | 0 | |a Consumer behavior |b marketing strategy perspectives |c J. Paul Peter ; Jerry C. Olson |
| 250 | |a 2. ed. | ||
| 264 | 1 | |a Homewood, Ill. |b Irwin |c 1990 | |
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Datensatz im Suchindex
| _version_ | 1819317380841472000 |
|---|---|
| adam_text | Contents in Brief
Part I Introduction to the Field of Consumer Behavior 1
Chapter 1 Consumer Behavior as a Body of Knowledge 3
Chapter 2 Marketers and Consumers Views of Consumer Behavior 30
Chapter 3 Aggregate Perspectives of Consumer Behavior:
The Consumer Marketplace 60
Chapter 4 Market Segmentation 95
Part II Internal Process of Consumer Behavior 139
Chapter 5 Consumers as Individuals 141
Chapter 6 Understanding Consumer Motivation 172
Chapter 7 Consumer Personality, Values, and Involvement 204
Chapter 8 Consumer Perception (I): Selecting Consumer Stimuli 229
Chapter 9 Consumer Perception (II): Interpreting Consumer Stimuli 254
ChapterIO Consumer Learning 282
Chapter 11 Consumer Attitudes 308
xv
fe xvi CONTENTS IN BRIEF
Part III External Influences on Consumer Behavior 345
Chapter 12 Cultural Influences on Consumer Behavior 347
Chapter 13 Cross Cultural and Symbolic Dimensions of Consumer Behavior 376
Chapter 14 Social and Situational Influences on Consumer Behavior 425
Chapter 15 Household Influences on Consumer Behavior 465
Chapter 16 Salespersons Influences on Consumer Behavior 491
Chapter 17 Advertising s Influences on Consumer Behavior 520
Part IV Consumer Decision Processes 559
Chapter 18 Consumer Decision Processes (I) Prepurchase Issues 561
Chapter 19 Consumer Decision Processes (II) Purchase Decisions 590
Chapter 20 Consumer Decision Processes (III) Postpurchase Decisions 613
Part V Special Topics in Consumer Behavior 645
Chapter 21 Public Policy Perspectives on Consumer Behavior 647
Chapter 22 Organizational Buying Behavior 679
Notes Nl
Photo Credits PI
Name Index II
Subject Index U4
Contents
| Part I Introduction to the Field of Consumer Behavior 1
Chapter! Consumer Behavior as a Body of Knowledge 3
Characteristics of Modern Consumer Behavior 4
Consumer Behavior is ... 4
Consumer Behavior as a Field of Study 6
Major Concepts in the Study of Consumer Behavior 9
The Nature of Consumer Behavior 9
Definition of Consumer Behavior 10
The Seven Keys to Consumer Behavior 11
Four Pitfalls in the Study of Consumer Behavior 22
Where Do We Go from Here? 25
Summary 26
Key Terms 27
Review Questions and Experiential Exercises 28
Chapter 2 Marketers and Consumers Views of Consumer Behavior 30
Marketing Decisions and Consumer Behavior 31
The Importance of Perspective 31
Controllable Marketing Decisions: The 4 P s 32
Uncontrollable Factors: The 5 C s 36
/
I
V xviii CONTENTS
Comparing Marketers and Consumers Views 41
How Marketers View Consumer Behavior 41
How Consumers View Consumer Behavior 42
Contrasts Between the Two Perspectives 42
The Marketing System s Recommendations 47
On Being a Wise Consumer 51
How Skilled Are We? 51
Why Are Skill Levels So Low? 52
Economics Is Important 52
The Major Spending Categories 53
Summary 54
Key Terms 55
Review Questions and Experiential Exercises 56
Appendix 2 A Research Implications for the Future of Consumer Behavior 58
Chapter 3 Aggregate Perspectives of Consumer Behavior:
The Consumer Marketplace 60
Market Size—A Key Issue 61
Population Information: Sources 61
Patterns of Growth 63
Factors Determining Population Growth 64
Major Trends in the Marketplace 67
An Aging America 67
The Educated Americans 74
Americans on the Move 77
Exploding Households 81
Rising Consumer Incomes 85
How Marketers Use Demographic Information 88
Summary 91
Key Terms 92
Review Questions and Experiential Exercises 92
Chapter 4 Market Segmentation 95
Background on Segmentation 96
A Basic Marketing View 96
A Theoretical Base in Economics 98
A Formal Definition gg
Market Segmentation as a Process 99
Three Criteria for a True Market Segment 100
The Start of a Segmentation Study: Classifying Customers 100
The Three Levels of Consumer Classification 101
Marketing Implications from the Three Levels 103
CONTENTS xix ^|
Using the Levels for Segmentation 104
Segmentation by Personal Characteristics 105
Segmentation by Benefits Sought 119
Behavioral Measures Segmentation 121
Summary 125
Key Terms 127
Review Questions and Experiential Exercises 127
Appendix 4A VALS 2: A New Segmentation Approach 129
The Essentials of VALS 2 130
Do VALS 2 Segments Differ in Consumer Behavior? 134
Part II Internal Processes of Consumer Behavior 139
Chapter 5 Consumers as Individuals 141
Views of the Individual Consumer 142
The Hierarchy of Effects Model 143
The Nature of Hierarchy 143
Uses of the Hierarchy 145
j Consumer Information Processing 146
I Benefits of the CIP Approach 146
j The Nature of CIP 147
j Structure of the CIP System 14g
The System s Three Sectors 149
Short Term Memory 151
Long Term Memory 155
CIP and Consumer Research 162
Summary 164
Key Terms 165
Review Questions and Experiential Exercises 166
Appendix A Applying CIP Concepts to Advertising 168
The Dynamics of Television 168
How Do Consumers Adapt? 170
Chapter 6 Understanding Consumer Motivation 172
Key Characteristics of Consumer Motivation 173
(M) Major Components of Consumer Motivation 173
(O) Overt and Hidden Motives 176
(T) Tension Reduction Drives Consumer Behavior 183
(7) Internal and External Forces Impact Motivation 183
(V) Consumer Motivation Has Valence 184
¦P XX CONTENTS
(A) Consumers Are Motivated to Achieve Goals 186
(T) Consumers Have a Thirst for Variety 187
(7,) Consumer Motivation Reflects Individual Differences 191
(0) Consumers Desire Order in Their World 191
(N) Consumers Are Guided by the Need Hierarchy 193
Recap: The Basics of Motivation Theory 199
Summary 199
Key Terms 200
Review Questions and Experiential Exercises 201
Chapter 7 Consumer Personality, Values, and Involvement 204
How Computers Led the Way 205
Personality and Consumer Behavior 205
Theoretical Essentials 205
Personality Research in Marketing 206
Summary of Findings on Personality and Consumer Behavior 208
Consumer Values and Laddering Research 213
What are Consumer Values? 213
The Next Step: Laddering 214
Consumer Involvement 219
What Is Consumer Involvement? 219
Research Contributions on Consumer Involvement 222
The Stress on Low Involvement 223
Summary 224
Key Terms 226
Review Questions and Experiential Exercises 226
Chapter 8 Consumer Perception (I): Selecting Consumer Stimuli 229
Denning Consumer Perception 230
Two Factors in Perception 231
Breaking Dawn the Process of Perception 232
Consumers Sensory Systems 232
The Sensory Receptors 232
Consumer Sensitivity 235
Summary: Sensory Processes 239
Selectivity and Attention 239
The Selectivity Operators 240
Attention! 240
Stimulus Factors That Attract Attention 241
Personal Factors that Direct Attention 245
The Puzzling Case of Subliminal Perception 246
Summary 251
CONTENTS xxi ^
• Key Terms 252
Review Questions and Experiential Exercises 252
Chapter 9 Consumer Perception (II): Interpreting Consumer Stimuli 254
Three Activities in Consumer Interpretation 255
Perceptual Organization 255
The Gestalt School 255
Applications of Gestalt Principles in Marketing 260
Perceptual Categorization 261
Categorization s Importance in Consumer Behavior 262
Understanding the Categorization Process 265
Perception and Consumer Inferences 267
The Concept of Perceptual Inference 267
Sensory Cues and Consumer Inferences 267
The Marketing Mix and Consumers Perceptual Inferences 269
Product Decisions and Consumer Inferences 269
Place Decisions and Consumer Inferences 271
Advertising Decisions and Consumer Inferences 271
! Price Decisions and Consumer Inferences 273
I Summary: The Marketing Mix and Consumers Inferences 275
I Public Policy and Consumers Perceptual Inferences 275
i Price Quality Associations 275
) Marketing and the Law: Imitation Versus Infringement 277
j Summary 278
Key Terms 279
Review Questions and Experiential Exercises 279
Chapter 10 Consumer Learning 282
What is Consumer Learning? 283
The Two Schools of Learning 283
The Learning Is Knowledge (LIK) View 284
/: Consumer Learning in Children 284
//: Measuring Consumer Learning 288
///: Mis Learning Issues in Consumer Behavior 290
The Learning As Behavior (LAB) View 292
Classical Conditioning 293
Instrumental Conditioning 296
Further LAB Approaches to Modify Consumer Behavior 298
Understanding Consumer Purchase Patterns 302
Summary 304
Key Terms 305
Review Questions and Experiential Exercises 306
^ xxii CONTENTS
Chapter 11 Consumer Attitudes 308
What Are Consumer Attitudes? 309
Defining the Concept 309
The Components of Attitude 310
Consumer Attitudes and Marketing Management 312
Brand Management and Consumer Attitudes 312
Consumer Attitudes and Brand Equity 313
The Attitude Revolution: Multiattribute Models 315
The Basic Multiattribute Model 315
Issues in Using the Model 318
Application of Multiattribute Concepts 319
Strategies for Changing Consumer Attitudes 319
Attitude Research in Public Policy 325
How Do Consumer Attitudes Relate to Consumer Behavior? 326
Consumer Attitudes and Brand Purchase Behavior: Empirical Results 326
Complexities in the Relationship 328
The Extended Fishbein Model 329
Attitudes, Involvement, and Advertising 332
The Elaboration Likelihood Model 332
Attitude Toward the Ad 333
Summary 335
Key Terms 336
Review Questions and Experiential Exercises 337
Appendix 11 A Application of Attitude Models for Product Positioning 339
Multiattribute Concepts in Product Positioning 339
Part III External Influences on Consumer Behavior 345
Chapter 12 Cultural Influences on Consumer Behavior 347
What Is Culture? 348
Components of Culture 348
Cultural Universals 350
The Changing Consumer Culture 351
Monitoring Cultural Trends 354
Introducing Change to a Culture: The Diffusion of Innovations 356
What Is Diffusion? 356
Diffusion Is of Interest in Many Fields of Study 357
Social Marketing s Special Interest in Diffusion 358
The Adoption of Innovations 359
Types of Innovations 359
The Adoption Process 35O
CONTENTS xxiii ^
The Five Categories of Adopters 361
The S Shaped Diffusion Curve 362
Estimating the Diffusion Rate 364
Improving Prospects for Diffusion Success 367
Locating Consumer Innovators 369
The Remaining Adopter Categories, in Brief 371
Summary 372
Key Terms 373
Review Questions and Experiential Exercises 374
Chapter 13 Cross Cultural and Symbolic Dimensions of Consumer Behavior 376
Consumer Behavior Across Cultures 377
Economic, Technological, and Political Dimensions 377
Life style, Language, and Belief Dimensions 378
Cross Cultural Developments in Consumer Policy 384
The Global Village : Implications for Marketers 386
Culture, Symbolism, and Consumer Behavior 393
Symbols Are Helpful 394
Symbols Have Different Levels of Elaboration 394
• Symbols Don t Always Mean the Same Thing 397
Consumption as a Symbolic Process 397
I Private Symbolic Expressions 397
; Communicating with Others Through Consumer Behavior 399
Marketing s Use of Symbols 402
Selling Through Symbols 403
Summary 405
Key Terms 406
Review Questions and Experiential Exercises 407
Appendix 13A Social Classes Across Cultures 409
The Concept of Social Stratification 409
Social Classes in the United States 416
—^Chapter 14 Social and Situational Influences on Consumer Behavior 425
Social Influences Begin Early 426
The Socialization of Children 426
Socialization in Adolescence and Adulthood 426
Key Socializing Institutions 428
— How Does Social Influence Operate? 428
Theories of Social Interactions 428
Influence from Social Groups 432
Psychological Reactance 434
fe xxiv CONTENTS
Consumer Word of Mouth Behaviors 435
The Web of Word of Mouth 435
Marketing Implications from Word of Mouth 439
Consumers and Conformity 444
Why Such Similarity? 444
Marketing Applications of Consumer Conformity 445
Situational Influences on Consumer Behavior 453
How Do Situations Affect Consumer Behavior? 453
Marketing Applications of Situational Influences 455
Summary 460
Key Terms 462
Review Questions and Experiential Exercises 463
Chapter 15 Household Influences on Consumer Behavior 465
What Are Households? 466
Household Types 466
Household Shifts and Formations 466
Consumer Socialization in the Household 468
What Is Learned in Consumer Socialization? 468
Intergenerational Consumer Influences 469
Household Decision Making 471
Six Challenges to Consumer Research 473
Household Roles and Buying Behavior 474
Purchase Influences and Role Specialization 476
What Happens in Joint Decision Making? 476
The Consumer Life Cycle 482
The Stages of the Consumer Life Cycle 482
Issues and Uses of the CLC Concept 485
Summary 487
Key Terms 488
Review Questions and Experiential Exercises 489
Chapter 16 Salespersons Influences on Consumer Behavior 491
What Goes on During A Sales Transaction? 492
The Nature of Sales Influences 492
Analyzing the Interaction Dyad 493
The Marketing Perspective on Personal Selling 495
Multiple Views on Selling 495
Tracing the Flow of a Sales Interaction 497
The Marketing Literature on Sales Effectiveness 500
CONTENTS XXV ^k
The Consumer s Perspective of a Sales Interaction 508
Principle I: Knowledge Is Power 508
Principle II: Understand the Marketing Theory of Price Discrimination 509
Principle III: Have a Strategy for the Transaction 510
The Public Policy Perspective 511
The Challenges to Public Policy 511
High Pressure Sales Techniques 512
Misrepresentations of Selling Intent 513
Bait and Switch and Other Deceptive Practices 514
Industry and Government Responses to Personal Selling Abuses 516
Summary 517
Key Terms 518
Review Questions and Experiential Exercises 518
Chapter 17 Advertising s Influences on Consumer Behavior 520
An Overview of Advertising Decisions 521
Ads Are Inherently Complex 522
The 7 M s of Advertising 522
Advertising as Communication 523
A General Mode of Communication 523
Advertising Is a One Way Communication Flow 523
The Persuasive Aspect of Advertising 524
Why Is Advertising Complex? 525
An Ideal Persuasive Communication System 525
The System in Reality—Potential Gaps and Pitfalls 527
The Hierarchy of Advertising Effects 532
How Strong are Advertising s Impacts? 535
Controversy: Is the Hierarchy the Only Way? 535
The Growing Role of Promotions 536
Controlling the Institution of Advertising 538
Government Regulation of Advertising 539
Self Regulation in Advertising 539
Summary 541
Key Terms 543
Review Questions and Experiential Exercises 544
Appendix 17 A Economic and Social Issues in Advertising 545
Economic Debates on Advertising 545
Social Dimensions of Advertising 548
Appendix 17B Key Factors in Advertising s Impacts 552
It xxvi CONTENTS
Part IV Consumer Decision Processes 559
Chapter 18 Consumer Decision Processes (I): Prepurchase Issues 561
Shocking News and Consumer Reactions 562
Types of Consumer Decisions 563
Substance Variations in Decisions 563
Complexity Variations in Decisions 564
The Consumer Decision Process 566
The Problem Recognition Stage 567
The Concept of Problem Recognition 568
Causes of Problem Recognition 569
The Role of Marketing 570
Information Search and Alternative Evaluation 571
The Nature of Search and Evaluation 572
Key Factors in External Information Search 575
Consumers Information Search and Shopping for Durable Goods 576
Consumer Search Segments 580
Application Areas: Consumer Information Provision 581
Marketing Applications 581
Public Policy Applications 583
Applications for Consumers 585
Summary 586
Key Terms 587
Review Questions and Experiential Exercises 587
Chapter 19 Consumer Decision Processes (II): Purchase Decisions 590
Monitoring Consumer Decision Making 591
Input Output Research 591
Process Monitoring Research 592
Consumer Decision Rules 595
What Are They? 595
The Compensatory Rule 596
The Lexicographic Rule 597
The Conjunctive Rule 597
Beyond the Basic Decision Rules 598
The Concept of Mixed Strategies 598
Memory s Impact on Decision Strategies 598
Other Key Factors Affecting Decision Making 600
Consumers In Store Purchasing Behavior 602
Marketing Implications 604
Other Aspects of the Purchase Transaction 605
Summary 609
1
CONTENTS xxvii ™
Key Terms 611
Review Questions and Experiential Exercises 611
Chapter 20 Consumer Decision Processes (III): Postpurchase Decisions 613
Why Are Postpurchase Processes Important? 614
A Framework for Postpurchase 614
The Consumption of Products and Services 615
Product Disposition 617
Psychological Processes During Postpurchase 619
Cognitive Dissonance 620
Consumer Satisfaction/Dissatisfaction ( CS/D ) 622
Marketing Applications of Postpurchase Concepts 629
Postpurchase Issues in Public Policy 632
Postpurchase Remedies 632
The Puzzling Case of Product Liability 634
Consumer Applications of Postpurchase Concepts 637
How to Avoid Consumer Problems 637
Handling Postpurchase Problems 638
Summary 639
Key Terms 641
Review Questions and Experiential Exercises 641
Part V Special Topics in Consumer Behavior 645
Chapter 21 Public Policy Perspectives on Consumer Behavior 647
Essentials of the Public Policy Perspective 648
Marketing Freedoms 649
Consumer Rights 649
Inherent Responsibilities for All Sectors 651
Institutions of Public Policy 656
Government Involvement 656
Marketer and Consumer Involvement 656
Regulating the Marketing Consumer Environment 657
The FTC s Vague Mandate 657
The Political Setting 658
No Easy Answers 660
A Basic Framework for Regulation 661
Stage 1: Is the Remedy Worthwhile? 661
Stage 2: The Three Principles 663
Stage 3: Selecting from the Remedies Continuum 663
Concluding Note on the Framework 668
fe xxviii CONTENTS
Summary 669
Key Terms 670
Review Questions and Experiential Exercises 670
Appendix 21 A Corrective Advertising 672
A Brief History 672
The Listerine Case: A Legal Test 674
Lessons Learned 675
Appendix 21 B The Ethics Code for Marketers 676
Chapter 22 Organizational Buying Behavior 679
The Context of Organizational Buying 680
Similarities to Consumer Buying 680
Differences from Consumer Buying 681
The Nature of Organizations 687
Types of Buy Situations 688
The Process of Organizational Buying 688
Roles in the Buying Center 688
The Buygrid/Buyphase Model 689
An Expanded Model 690
Organizational Buyer and Seller Behavior 692
The Organizational Buyer 692
Individual Differences in the Buying Center 693
The Seller 694
Summary 697
Key Terms 698
Review Questions and Experiential Exercises 698
Notes Nl
Photo Credits PI
Name Index II
Subject Index 114
|
| any_adam_object | 1 |
| author | Peter, Jerome Paul Olson, Jerry C. 1944- |
| author_GND | (DE-588)12139591X (DE-588)17049392X |
| author_facet | Peter, Jerome Paul Olson, Jerry C. 1944- |
| author_role | aut aut |
| author_sort | Peter, Jerome Paul |
| author_variant | j p p jp jpp j c o jc jco |
| building | Verbundindex |
| bvnumber | BV006117520 |
| classification_rvk | QW 300 |
| ctrlnum | (OCoLC)630992752 (DE-599)BVBBV006117520 |
| discipline | Wirtschaftswissenschaften |
| edition | 2. ed. |
| format | Book |
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| id | DE-604.BV006117520 |
| illustrated | Illustrated |
| indexdate | 2024-12-20T08:43:40Z |
| institution | BVB |
| isbn | 0256079617 |
| language | Undetermined |
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| physical | XXIII, 608 S. Ill., graph. Darst. |
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| publisher | Irwin |
| record_format | marc |
| spellingShingle | Peter, Jerome Paul Olson, Jerry C. 1944- Consumer behavior marketing strategy perspectives Verbraucherverhalten (DE-588)4062644-1 gnd Marketingstrategie (DE-588)4120697-6 gnd Marketing (DE-588)4037589-4 gnd |
| subject_GND | (DE-588)4062644-1 (DE-588)4120697-6 (DE-588)4037589-4 |
| title | Consumer behavior marketing strategy perspectives |
| title_auth | Consumer behavior marketing strategy perspectives |
| title_exact_search | Consumer behavior marketing strategy perspectives |
| title_full | Consumer behavior marketing strategy perspectives J. Paul Peter ; Jerry C. Olson |
| title_fullStr | Consumer behavior marketing strategy perspectives J. Paul Peter ; Jerry C. Olson |
| title_full_unstemmed | Consumer behavior marketing strategy perspectives J. Paul Peter ; Jerry C. Olson |
| title_short | Consumer behavior |
| title_sort | consumer behavior marketing strategy perspectives |
| title_sub | marketing strategy perspectives |
| topic | Verbraucherverhalten (DE-588)4062644-1 gnd Marketingstrategie (DE-588)4120697-6 gnd Marketing (DE-588)4037589-4 gnd |
| topic_facet | Verbraucherverhalten Marketingstrategie Marketing |
| url | http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=003864533&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA |
| work_keys_str_mv | AT peterjeromepaul consumerbehaviormarketingstrategyperspectives AT olsonjerryc consumerbehaviormarketingstrategyperspectives |