New Consumer Behavior Theories From Japan

Description

This book focuses on a new type of inclusive consumer decision-making process model (CDM) related to new leading-edge consumers. There have been two main types of CDMs for consumer behavior: one is the stimulus–response model and the other is the information-processing model. The stimulus–response model is applicable when consumers buy low-involvement products, and the information-processing model applies for high-involvement products. Thus consumers’ decision making depends on the involvement level for the products. With the advent of the widespread use of the Internet, however, the situation has changed. Consumers whose information sensitivity is high (i.e., among leading-edge consumers) now use the Internet to search for information even for low-involvement products. The consumers’ decision-making process depends therefore on their information sensitivity, not on the involvement level of the products. Also, these leading-edge consumers become in effect another type of media as they broaden their experience through the Internet. Under these circumstances, research about leading-edge consumers and the introduction of a new CDM is highly significant. This book gathers data about leading-edge consumers, analyzes these data, then proposes a new type of CDM called “circulation marketing”. Following this model, not only the previous types of CDM, but also the new kind of CDM, including share behavior of leading-edge consumers, is explained. Preface......Page 6 Contents......Page 8 About the Author......Page 11 1.1 Media Usage Among Consumers......Page 12 1.2 The Way Consumers Use Different Media for Different Purposes......Page 17 1.3 Changes in Consumer Clusters Over Time......Page 19 1.4 Conclusion and Future Implication......Page 24 2.1 Stimulus-Response Model and Information Processing Model......Page 28 2.2 Significance of a Comprehensive Model of Decision Making That Considers Outspoken Consumers......Page 32 2.3 Comprehensive Model that Considers the Effect of Word of Mouth......Page 36 2.4 Demonstration of the AISAS® Theory......Page 38 2.5 Situations in Which the Customer Would Like to Influence......Page 40 2.6 Media Contact that Leads to Satisfaction and Information Sharing......Page 42 2.7 Conclusion and Future Implication......Page 47 3.1 Review of Previous Studies on Consumer Behaviors Related to Information on the Internet......Page 52 3.2 Quantitative Measurement of the Effect of Blogs......Page 56 3.3 Qualitative Measurement of the Effect of Blogs......Page 59 3.4 Conclusion and Future Implication......Page 65 4.1 Current State of Retailing in Supermarkets......Page 68 4.2 Loyalty and Commitment......Page 72 4.3 Explanation and Analysis of the Data......Page 73 4.4 Analysis on Customers of Long Sellers......Page 74 4.5 Chronological Change in Affective Commitment......Page 78 4.6 Conclusion and Future Implication......Page 83 5 Mechanism of Attitude Formation for Consumers Who Convey Information......Page 86 5.1 The ELM Concept......Page 87 5.2 Direction of the ELM Application......Page 89 5.3 Explanation of the Analyzed Data......Page 91 5.4 Analysis Results......Page 93 5.5 Conclusion and Future Implication......Page 104 6 Emergence of Communication-Oriented Consumers......Page 107 6.1 The Idea of CRM and Its Development......Page 108 6.2 What Is a “Communication-Oriented Consumer”?......Page 112 6.3 Characteristics of Communication-Oriented Consumers......Page 114 6.4 Purpose of Managing Communication-Oriented Consumers......Page 120 6.5 Conclusion and Future Implication......Page 123 7 Research on Uncertain Listeners......Page 127 7.1 Lifestyle Research Is Flourishing......Page 128 7.2 Relationship Between Lifestyles and Brands......Page 131 7.3 Possibilities for Constructing Segments Using Brands......Page 132 7.4 Data Used to Create the Segments......Page 134 7.5 Segments and the Profiles......Page 135 7.6 Segments and Brand Evaluations......Page 141 7.7 Conclusion and Future Implication......Page 146 8 Studies on Connoisseurs......Page 151 8.1 Demand Forecast for New Products......Page 152 8.2 Studies on Trendsetters......Page 155 8.3 Mechanism of the Study on Connoisseurs......Page 160 8.4 Analysis Results......Page 162 8.5 Profile of Connoisseurs......Page 168 8.6 Conclusion and Future Implication......Page 170 9.1 Setting of the Kikimimi Panel......Page 176 9.2 Brand Rating Using the Kikimimi Panel......Page 179 9.3 Effect of Product Line Extension and Its Measurement......Page 187 9.4 Conclusion and Future Implication......Page 194 10 A New Decision-Making Process—A Circulating-Type Communications Model......Page 197 10.1 What Has Been Clarified in This Chapter Up to This Point......Page 198 10.2 A New Theory—Toward Circulating-Type Marketing......Page 201 10.3 Overview and Results of the Experiment Survey......Page 204 10.4 Conclusion and Future Implication......Page 216 Index......Page 218