Consumer Behavior, 11/e

This book explores how the examination and application of consumer behavior is central to the planning, development, and implementation of marketing strategies. This text bring Concepts to life with New Cases and End-of-chapter Cases: Not only have several new cases been added throughout this edition, but two additional cases also appear at the end of every chapter. These new end-of-chapter cases show students the real-life application of the concepts just covered so that they can see how real companies use consumer behavior to create marketing strategies. This text has global coverage: Discussions and examples appear throughout the text demonstrating the importance of cultural differences in both domestic and multinational marketing, enabling students to understand the dynamics of cultural differences. Cover......Page 1 Copyright......Page 5 Dedication......Page 6 Brief Contents......Page 8 Contents......Page 10 Preface......Page 22 Credits Page......Page 30 1. Technology-Driven Consumer Behavior......Page 31 The Marketing Concept......Page 32 Market Segmentation, Targeting, and Positioning......Page 33 Socially Responsible Marketing......Page 34 Consumers Have Embraced Technology......Page 36 Interactive and Novel Communication Channels......Page 38 Better Prices and Distribution......Page 41 Customer Retention......Page 42 Technology and Customer Relationships......Page 43 Emotional Bonds versus Transaction-Based Relationships......Page 45 Customer Loyalty and Profitability......Page 46 Indian Cultural Canvas and Its Linkages to Brands......Page 48 Unique Marketing Challenges in the Indian Context......Page 49 The Structure of This Book......Page 50 Summary......Page 51 Review and Discussion Questions......Page 52 Key Terms......Page 53 2. Segmentation, Targeting, and Positioning......Page 55 Stable and Growing......Page 57 Reachable......Page 58 Applying the Criteria......Page 59 Demographics......Page 60 Gender......Page 61 Families and Households......Page 63 Geodemographics......Page 64 Psychographics, Values and Lifestyles......Page 66 Benefit Segmentation......Page 69 Usage Rate Segmentation......Page 71 Behavioral Targeting......Page 73 The Information “Arms Race”......Page 74 Positioning and Repositioning......Page 76 Umbrella Positioning......Page 77 Key Attribute......Page 78 Un-Owned Position......Page 79 Repositioning......Page 80 Perceptual Mapping......Page 81 Summary......Page 82 Review and Discussion Questions......Page 83 Key Terms......Page 84 Case One: Porsche......Page 85 3. Consumer Motivation and Personality......Page 87 Needs......Page 90 Need Arousal......Page 91 Selecting Goals......Page 92 Frustration and Defense Mechanisms......Page 93 Maslow’s Hierarchy of Needs......Page 95 Physiological Needs......Page 96 Marketing Applications of Maslow’s Theory......Page 97 Power......Page 98 The Measurement of Motives......Page 99 Motivational Research......Page 100 The Nature and Theories of Personality......Page 102 Freudian Theory......Page 103 Trait Theory......Page 105 Consumer Innovators and Innovativeness......Page 106 Need for Uniqueness......Page 107 Optimum Stimulation Level......Page 108 Variety and Novelty Seeking......Page 109 Need for Cognition......Page 110 Visualizers versus Verbalizers......Page 111 Consumer Materialism......Page 112 Compulsive Consumption......Page 113 Consumer Ethnocentrism......Page 114 Personality and Color......Page 115 Product and Brand Personification......Page 117 Product Personality and Gender......Page 119 The Self and Self-Image......Page 120 The Extended Self......Page 121 Altering the Self......Page 122 Summary......Page 124 Review and Discussion Questions......Page 125 Key Terms......Page 126 4. Consumer Perception......Page 127 The Elements of Perception......Page 128 Sensory Input......Page 130 The Absolute Threshold......Page 132 The JND’s Implications for Product Pricing and Improvement......Page 133 The JND’S Implications for Logos and Packaging......Page 134 Subliminal Perception......Page 135 Expectations......Page 136 Selective Perception......Page 138 Figure and Ground......Page 139 Obscuring the Distinction Between Figure and Ground......Page 140 Grouping......Page 141 Closure......Page 142 Perceptual Interpretation: Stereotyping......Page 143 Physical Appearance......Page 144 Halo Effect......Page 146 Traditional and Emerging Stereotypes in Indian Advertising......Page 147 Timely Repositioning......Page 149 Brand Image......Page 151 Service Image......Page 154 Perceived Price......Page 155 Product Quality......Page 156 Service Quality......Page 157 Price/Quality Relationship......Page 158 Store Image and Perceived Quality......Page 159 Manufacturer’s Image and Perceived Quality......Page 160 Perceived Risk Varies......Page 161 Summary......Page 163 Key Terms......Page 164 5. Consumer Learning......Page 167 Cues......Page 169 Reinforcement......Page 170 Classical Conditioning......Page 171 Classical Conditioning in the Indian Context......Page 172 The Role of Repetition......Page 174 Product Line Extensions......Page 176 Licensing......Page 177 Instrumental Conditioning......Page 178 Reinforcing Behavior......Page 180 Shaping......Page 181 Observational Learning......Page 182 Information Processing......Page 183 Long-Term Store......Page 184 Information Retention and Retrieval......Page 186 Cognitive Learning......Page 187 Strategic Applications of Consumer Involvement......Page 189 Passive Learning......Page 190 Recognition and Recall Measures......Page 191 Brand Equity......Page 192 Summary......Page 193 Key Terms......Page 194 6. Consumer Attitude Formation and Change......Page 197 Consumers Learn Attitudes......Page 199 Attitude Formation Toward Product Categories/Brands......Page 200 Attitudes Are Consistent with Behaviors......Page 201 Attitudes Occur within Situations......Page 202 The Affective Component......Page 203 The Conative Component......Page 205 Changing Beliefs about Competing Brands......Page 207 Multi-attribute Attitude Models......Page 208 Attitude-toward-object Model......Page 209 Adding an Attribute......Page 210 Developing New Products......Page 211 Attitude-toward-behavior Model......Page 212 Theory of Reasoned Action......Page 213 Attitude-toward-the-ad Model......Page 215 The Utilitarian Function......Page 217 The Value-expressive Function......Page 218 Associating Brands with Worthy Objects or Causes......Page 219 The Elaboration Likelihood Model......Page 220 The Ideal Point Model (Ipm)......Page 221 Cognitive Dissonance and Resolving Conflicting Attitudes......Page 222 Self-perception Attributions......Page 224 Foot-in-the-door Technique......Page 225 Analyzing Self-attributions......Page 226 Summary......Page 227 Key Terms......Page 228 Case Two: Procter & Gamble......Page 229 Case Three: Lifebuoy/Unilever Asia Private Limited......Page 231 7. Persuading Consumers......Page 233 The Communication Process......Page 235 Selective Exposure......Page 236 Psychological Noise......Page 237 Addressable Advertising......Page 238 Images and Text......Page 240 Message Framing......Page 241 Order Effects......Page 242 Comparative Advertising......Page 243 Fear Appeals......Page 244 Humorous Appeals......Page 245 Humor in Advertising: The Indian Way......Page 246 Sexual Appeals......Page 247 Timeliness Appeal......Page 248 Measures of Message Effectiveness......Page 249 Indian Brands and Stereotyping of Women......Page 251 Brand Communication, Brand Relationships, and Lifestyle Appeals......Page 252 Summary......Page 253 Hands-on Assignments......Page 254 Key Terms......Page 255 Targeting Segments versus Eyeballs......Page 257 The Advantages of Impression-Based Targeting......Page 258 Google’s Consumer Tracking and Targeting......Page 260 Permissions to Collect Personal and Social Information......Page 261 Social Advertising’s Best Practices......Page 262 Consumers and Mobile Advertising......Page 265 The Advantages and Shortcomings of Mobile Advertising......Page 266 Measuring Media’s Advertising Effectiveness......Page 267 Google Analytics......Page 268 Traditional Media’s Electronic Evolution......Page 269 Newspapers and Magazines......Page 270 Television and Radio......Page 271 Branded Entertainment......Page 272 More Applications of Social Media in Consumer Behavior......Page 273 Summary......Page 276 Review and Discussion Questions......Page 277 Key Terms......Page 278 9. Reference Groups and Word-of-Mouth......Page 279 Types of Reference Groups......Page 281 Friendship Groups......Page 282 Virtual Communities......Page 283 Conformity......Page 284 Product Conspicuousness......Page 286 Credibility of Spokespersons, Endorsers, and Other Formal Sources......Page 288 Celebrities......Page 289 Medium Credibility......Page 291 Celebrity Appeals in the Indian Context......Page 292 Word-of-Mouth and Opinion Leadership......Page 293 Characteristics of Opinion Leaders......Page 294 Sociometric Method......Page 295 Social Networks......Page 296 Weblogs......Page 297 Viral Marketing......Page 298 Managing Negative Rumors......Page 299 Innovators......Page 300 Laggards......Page 301 Summary......Page 302 Hands-on Assignments......Page 303 Case Four: Keystone Light/MillerCoors......Page 304 10. The Family and Its Social Standing......Page 307 The Family as a Socialization Agent......Page 308 Parental Styles and Consumer Socialization......Page 310 Consumer Socialization Is Learning......Page 311 Adult and Intergenerational Consumer Socialization......Page 312 Emotional Support......Page 313 Family Decision-making and Consumption-related Roles......Page 314 Husband–Wife Decision-making......Page 315 Children Are Three Markets......Page 316 Measuring Family Decision-making......Page 317 Family Members’ Roles......Page 318 Bachelorhood......Page 319 Parenthood......Page 320 Summary of the Family Life Cycle......Page 322 Nontraditional Families and Non-family Households......Page 323 Consumer Behavior of Nontraditional Families and Households......Page 324 Advertising to Nontraditional Households......Page 325 Social Standing and Consumer Behavior......Page 326 Subjective versus Objective Measures......Page 327 Occupation......Page 328 Education......Page 329 Income......Page 330 Multivariable Measures......Page 332 Upward Mobility......Page 333 Middle-class Consumers......Page 336 Clothing, Fashion, and Shopping......Page 338 Downward Mobility......Page 339 Summary......Page 340 Review and Discussion Questions......Page 341 Key Terms......Page 342 11. Culture’s Influence on Consumer Behavior......Page 343 Culture’s Continuous Evolution......Page 345 Cultural Beliefs Reflect Consumers’ Needs......Page 347 Symbolism in the Indian Cultural Context......Page 348 Marketing Influences on Cultural Learning......Page 349 Rituals......Page 350 Measuring Cultural Values......Page 352 Field Observation......Page 353 Gordon’s Surveys of Personal and Interpersonal Values......Page 354 Family Orientation......Page 355 Shopping as a Ritual......Page 356 Achievement Orientation......Page 357 Middle-of-the-Road Approach to Tradition......Page 358 Use of Hi-Tech Products......Page 359 The Indian Context......Page 360 Hamam (Soap)......Page 361 Colgate (Toothpaste)......Page 362 Parry’s (Sugar)......Page 363 Adapting IMC to Emerging Markets......Page 364 Summary......Page 365 Hands-on Assignments......Page 366 Key Terms......Page 367 12. Cross-Cultural Consumer Behavior: An International Perspective......Page 369 Cross-Cultural Analysis and Acculturation......Page 371 Measures of Cross-Cultural Aspects......Page 373 Consumer Research Difficulties......Page 374 Product and Service Customization for Local Cultures......Page 375 Promotional Appeals......Page 376 World Brands versus Local Brands......Page 377 Brand Shares and Extensions......Page 381 Global Marketing Opportunities......Page 383 Spending Power and Consumption Patterns......Page 384 The Global Teen Market......Page 387 Cross-Cultural Segmentation......Page 388 Global Desi: International Brands and India......Page 389 Summary......Page 390 Hands-on Assignments......Page 391 Case Five: LG Mobile/LG Electronics MobileComm USA......Page 392 13. Consumer Decision-Making and Diffusion of Innovations......Page 395 Decision-Making: Input......Page 396 Pre-Purchase Search......Page 398 Online versus Traditional Information Search......Page 399 How Does the CDM Process of the Model Work?......Page 400 Brand-Sets and Attributes Considered During Evaluation......Page 402 Consumer Decision Rules......Page 403 Incomplete Information and Noncomparable Alternatives......Page 404 Decision-Making: Output......Page 405 Consumer Gifting Behavior......Page 406 Brand Equity and Consumer Decision-Making Process: Emerging Markets......Page 410 Diffusion and Adoption of Innovations......Page 412 The Meaning of “New” Products......Page 413 Product Features That Affect Adoption......Page 414 Diffusion of Innovation in the Indian context......Page 417 Summary......Page 419 Key Terms......Page 420 14. Marketing Ethics and Social Responsibility......Page 423 The Societal Marketing Concept: Utopia or Reality?......Page 424 Self-regulation versus Laws......Page 427 Inspiring Overeating and Irresponsible Spending......Page 430 Manipulative or Uninformative Nutritional Labeling......Page 431 Direct-to-consumer Pharmaceutical Advertising......Page 432 Covert Marketing......Page 433 False or Misleading Advertising......Page 434 What Is “Deceptive”?......Page 435 Provocative Marketing......Page 436 Abusing Consumers’ Privacy......Page 438 Advocating Beneficial and Discouraging Detrimental Conduct......Page 439 Cause-related Marketing......Page 441 Consumer Ethics......Page 442 Summary......Page 444 Review and Discussion Questions......Page 445 Key Terms......Page 446 15. Consumer Research......Page 447 Government Secondary Data......Page 450 Designing Primary Research......Page 451 Depth Interviews......Page 452 Focus Groups......Page 453 Projective Techniques......Page 455 The Scope of Quantitative Research......Page 457 Observational Research......Page 458 Survey Research......Page 459 Quantitative Research Data Collection Instruments......Page 460 Attitude Scales......Page 461 Sampling and Data Collection......Page 465 Combining Qualitative and Quantitative Research......Page 466 Himalaya Face Wash: Brand Associations and Lifestyles......Page 468 Clean & Clear......Page 469 The Challenge for Himalaya......Page 470 Review and Discussion Questions......Page 475 Key Terms......Page 476 Case Six: Pima Air and Space Museum......Page 477 Endnotes......Page 480 Glossary......Page 510 Subject Index......Page 532 The 11th edition of Consumer Behavior has been offers a comprehensive view of the leaping progress made towards the inevitable synthesis of media, entertainment content, and marketing. In this edition, we have introduced new topics like behavioral targeting, customizing products and promotional messages, predictive analytics, reaching & ldquoeyeballs"" instead of demographic groups, tracking online navigation and analyzing websites' visits, gauging word-of-mouth and opinion leadership online, consumer-generated advertising, and new media platforms, such as mobile and apps advertising. A qualita