| Autore |
Schiffman Leon G.
|
| Edizione | [Eleven edition, global edition.] |
| Pubbl/distr/stampa |
Harlow, Essex, England : , : Pearson, , [2015]
|
| Descrizione fisica |
1 online resource (504 pages) : illustrations
|
| Disciplina |
658.8342
|
| Soggetto topico |
Consumer behavior
Motivation research (Marketing)
Marketing
|
| ISBN |
0-273-78732-2
|
| Formato |
Materiale a stampa  |
| Livello bibliografico |
Monografia |
| Lingua di pubblicazione |
eng
|
| Nota di contenuto |
Cover -- Title Page -- Contents -- Preface -- PART I Consumers, Marketers, and Technology -- 1 Technology-Driven Consumer Behavior -- The Marketing Concept -- Consumer Research -- Market Segmentation, Targeting, and Positioning -- The Marketing Mix -- Socially Responsible Marketing -- Technology Enriches the Exchange Between Consumers and Marketers -- Consumers Have Embraced Technology -- Behavioral Information and Targeting -- Interactive and Novel Communication Channels -- Customizing Products and Promotional Messages -- Better Prices and Distribution -- Customer Value, Satisfaction, and Retention -- Customer Retention -- Technology and Customer Relationships -- Emotional Bonds versus Transaction-Based Relationships -- Customer Loyalty and Satisfaction -- Customer Loyalty and Profitability -- Measures of Customer Retention -- Internal Marketing -- Consumer Behavior Is Interdisciplinary -- Consumer Decision-Making -- The Structure of This Book -- Summary -- Review and Discussion Questions -- Hands-on Assignments -- Key Terms -- 2 Segmentation, Targeting, and Positioning -- Market Segmentation and Effective Targeting -- Identifiable -- Sizeable -- Stable and Growing -- Reachable -- Congruent with the Marketer's Objectives and Resources -- Applying the Criteria -- Bases for Segmentation -- Demographics -- Age -- Gender -- Families and Households -- Social Class -- Ethnicity -- Geodemographics -- Green Consumers -- Personality Traits -- Psychographics, Values and Lifestyles -- Benefit Segmentation -- Media-Based Segmentation -- Usage Rate Segmentation -- Usage Occasion Segmentation -- Behavioral Targeting -- Tracking Online Navigation -- Geographic Location and Mobile Targeting -- Purchase Behavior -- The Information "Arms Race" -- Positioning and Repositioning -- Umbrella Positioning -- Premier Position -- Positioning against Competition.
Key Attribute -- Un-Owned Position -- Repositioning -- Perceptual Mapping -- Summary -- Review and Discussion Questions -- Hands-on Assignments -- Key Terms -- CASE ONE: Porsche -- PART II The Consumer as an Individual -- 3 Consumer Motivation and Personality -- The Dynamics of Motivation -- Needs -- Goals -- Need Arousal -- Selecting Goals -- Needs and Goals Are Interdependent -- Needs Are Never Fully Satisfied -- New Needs Emerge as Old Ones Are Satisfied -- Success and Failure Influence Goals -- Frustration and Defense Mechanisms -- Systems of Needs -- Murray's List of Psychogenic Needs -- Maslow's Hierarchy of Needs -- Physiological Needs -- Safety Needs -- Social Needs -- Egoistic Needs -- Need for Self-Actualization -- Evaluation of Maslow's Theory -- Marketing Applications of Maslow's Theory -- A Trio of Needs -- Power -- Affiliation -- Achievement -- The Measurement of Motives -- Self-Reporting -- Qualitative Research -- Motivational Research -- The Nature and Theories of Personality -- The Facets of Personality -- Personality Reflects Individual Differences -- Personality Is Consistent and Enduring -- Personality May Change -- Theories of Personality -- Freudian Theory -- Neo-Freudian Personality Theory -- Trait Theory -- Personality Traits and Consumer Behavior -- Consumer Innovators and Innovativeness -- Dogmatism -- Social Character: Inner- versus Other-Directedness -- Need for Uniqueness -- Optimum Stimulation Level -- Sensation Seeking -- Variety and Novelty Seeking -- Need for Cognition -- Visualizers versus Verbalizers -- Consumer Materialism -- Fixated Consumption -- Compulsive Consumption -- Consumer Ethnocentrism -- Personality and Color -- Product and Brand Personification -- Product Personality and Gender -- Product Personality and Geography -- Website Personality -- The Self and Self-Image -- The Extended Self.
Altering the Self -- Summary -- Review and Discussion Questions -- Hands-on Assignments -- Key Terms -- 4 Consumer Perception -- The Elements of Perception -- Sensory Input -- The Absolute Threshold -- Ambush Marketing -- Experiential Marketing -- The Differential Threshold -- The JND's Implications for Product Pricing and Improvement -- The JND'S Implications for Logos and Packaging -- Subliminal Perception -- Perceptual Selection -- The Stimulus -- Expectations -- Motives -- Selective Perception -- Perceptual Organization -- Figure and Ground -- Obscuring the Distinction Between Figure and Ground -- Grouping -- Closure -- Perceptual Interpretation: Stereotyping -- Physical Appearance -- Descriptive Terms -- First Impressions -- Halo Effect -- Consumer Imagery -- Brand Image -- Package Image -- Service Image -- Perceived Price -- Perceived Quality -- Product Quality -- Service Quality -- Price/Quality Relationship -- Store Image and Perceived Quality -- Manufacturer's Image and Perceived Quality -- Perceived Risk -- Perceived Risk Varies -- Summary -- Review and Discussion Questions -- Hands-on Assignments -- Key Terms -- 5 Consumer Learning -- The Elements of Consumer Learning -- Motives -- Cues -- Responses -- Reinforcement -- Classical Conditioning -- Associative Learning -- The Role of Repetition -- Stimulus Generalization -- Product Line Extensions -- Product Form Extensions -- Family Branding -- Licensing -- Instrumental Conditioning -- Reinforcing Behavior -- Extinction and Forgetting -- Customer Satisfaction and Retention -- Reinforcement Schedules -- Shaping -- Massed versus Distributed Learning -- Observational Learning -- Information Processing -- Storing Information -- Sensory Store -- Short-Term Store -- Long-Term Store -- Information Rehearsal and Encoding -- Information Retention and Retrieval -- Cognitive Learning.
Consumer Involvement and Hemispheric Lateralization -- Measurements of Consumer Involvement -- Strategic Applications of Consumer Involvement -- Hemispheric Lateralization -- Passive Learning -- Outcomes and Measures of Consumer Learning -- Recognition and Recall Measures -- Brand Loyalty -- Brand Equity -- Summary -- Review and Discussion Questions -- Hands-on Assignments -- Key Terms -- 6 Consumer Attitude Formation and Change -- Attitudes and Their Formation -- Consumers Learn Attitudes -- Sources of Attitude Formation -- The Role of Personality Factors -- Attitudes Are Consistent with Behaviors -- Attitudes Occur within Situations -- The Tri-Component Attitude Model -- The Cognitive Component -- The Affective Component -- The Conative Component -- Altering Consumers' Attitudes -- Changing Beliefs about Products -- Changing Brand Image -- Changing Beliefs about Competing Brands -- Multi-Attribute Attitude Models -- Attitude-Toward-Object Model -- Adding an Attribute -- Changing the Perceived Importance of Attributes -- Developing New Products -- Attitude-Toward-Behavior Model -- Theory of Reasoned Action -- Theory of Trying-to-Consume -- Attitude-Toward-the-Ad Model -- Changing the Motivational Functions of Attitudes -- The Utilitarian Function -- The Ego-Defensive Function -- The Value-Expressive Function -- The Knowledge Function -- Associating Brands with Worthy Objects or Causes -- The Elaboration Likelihood Model -- Cognitive Dissonance and Resolving Conflicting Attitudes -- Resolving Conflicting Attitudes -- Assigning Causality and Attribution Theory -- Self-Perception Attributions -- Foot-in-the-Door Technique -- Attributions Toward Others -- Attributions Toward Objects -- Analyzing Self-Attributions -- Summary -- Review and Discussion Questions -- Hands-on Assignments -- Key Terms -- CASE TWO: Procter & Gamble.
CASE THREE: Lifebuoy/Unilever Asia Private Limited -- PART III Communication and Consumer Behavior -- 7 Persuading Consumers -- The Communication Process -- Selective Exposure -- Psychological Noise -- Broadcasting versus Narrowcasting -- Addressable Advertising -- Designing Persuasive Messages -- Images and Text -- Message Framing -- One-Sided versus Two-Sided Messages -- Order Effects -- Persuasive Advertising Appeals -- Comparative Advertising -- Fear Appeals -- Humorous Appeals -- Wordplay -- Sexual Appeals -- Timeliness Appeal -- Measures of Message Effectiveness -- Summary -- Review and Discussion Questions -- Hands-on Assignments -- Key Terms -- 8 From Print and Broadcast Advertising to Social and Mobile Media -- Targeting Segments versus Eyeballs -- The Advantages of Impression-Based Targeting -- Google's Consumer Tracking and Targeting -- Consumers and Social Media -- Permissions to Collect Personal and Social Information -- Social Advertising's Best Practices -- Social Media Communication Channels -- Consumers and Mobile Advertising -- Consumer Response to Mobile Advertising -- The Advantages and Shortcomings of Mobile Advertising -- What's in Store for Consumers? -- Measuring Media's Advertising Effectiveness -- Analyzing Website Visits -- Gauging Influence within Social Network -- Google Analytics -- Media Exposure Measures -- Nielsen's Cross-Platform Measurement -- Traditional Media's Electronic Evolution -- Newspapers and Magazines -- Television and Radio -- Interactive TV -- Out-of-Home Media -- Branded Entertainment -- Summary -- Review and Discussion Questions -- Hands-on Assignments -- Key Terms -- 9 Reference Groups and Word-of-Mouth -- Source Credibility and Reference Groups -- Reference Group Influence -- Types of Reference Groups -- Consumption-Related Reference Group -- Friendship Groups -- Shopping Groups.
Virtual Communities.
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| Record Nr. | UNINA-9910150208803321 |
Info
Consumer behavior theories : convergence of divergent perspectives with applications to marketing and management / / Rajagopal
