Consumer Behavior: Buying, Having, and Being, Global Edition

Description

This title is a Pearson Global Edition. The Editorial team at Pearson has worked closely with educators around the world to include content which is especially relevant to students outside the United States.   For consumer behavior courses.   Beyond consumer behavior: How buying habits shape identity A #1 best-selling text for consumer behavior courses, Solomon’s Consumer Behavior: Buying, Having, and Being covers what happens before, during, and after the point of purchase. It investigates how having (or not having) certain products affects our lives; specifically, how these items influence how we feel about ourselves and each other, especially in the canon of social media and the digital age. In the 13th Edition, up-to-date content reflects major marketing trends and changes that impact the study of consumer behavior. Since we are all consumers, many of the topics have both professional and personal relevance to students. This makes it easy to apply the theory outside of the classroom and maintain an edge in the fluid and evolving field of consumer behavior.   Pearson MyLab Marketing is not included. Students, if Pearson MyLab Marketing is a recommended/mandatory component of the course, please ask your instructor for the correct ISBN. Pearson MyLab Marketing should only be purchased when required by an instructor. Instructors, contact your Pearson representative for more information.   Reach every student by pairing this text with Pearson MyLab Marketing MyLab™ is the teaching and learning platform that empowers you to reach every student. By combining trusted author content with digital tools and a flexible platform, MyLab personalizes the learning experience and improves results for each student.   Cover Title Page Copyright Page Brief Contents Contents Preface PART I Consumers, Marketers, and Technology 1 Consumer Behavior and Technology The Marketing Concept Market Segmentation, Targeting, and Positioning Technology Benefits Consumers and Marketers The Value Exchange Lower Prices, More Information, and Customized Products More Precise Targeting Interactive Communications Customer Value, Satisfaction, and Retention Technology and Customer Relationships Emotional Bonds versus Transaction‐Based Relationships Satisfaction and Customer Loyalty Customer Loyalty and Profitability Measures of Customer Retention Social Responsibility and Ethics Consumer Decision‐Making This Book Employability Brand Management Advertising Consumer Research Summary Review and Discussion Questions Hands‐on Assignments Key Terms 2 Market Segmentation and Real‐Time Bidding Market Segmentation Demographics Age Gender Households Social Standing Ethnicity Lifestyles Demographics and Geography Product Benefits Media Exposure Product Usage Selecting Target Markets The Targeted Segment Must Be Identifiable The Targeted Segment Must Be Profitable The Targeted Segment Must Be Reachable Mobile Targeting Real‐Time Bidding Profiling Impressions The Real‐Time Bidding Operation Data Brokers Advantages of Real‐Time Bidding Summary Review and Discussion Questions Hands‐on Assignments Key Terms PART II The Consumer as an Individual 3 Consumer Motivation and Personality The Dynamics of Motivation Needs Need Arousal Goals Needs and Goals are Interdependent Frustration and Defense Mechanisms Systems of Needs Murray’s Psychogenic Needs Maslow’s Hierarchy of Needs The Validity of Maslow’s Theory Marketing Applications of Maslow’s Theory Hidden Motives Motives and Technology Personality Development Personality Reflects Individual Differences Personality Is Consistent and Enduring Personality Can Change Freudian Theory Neo‐Freudian Personality Theory Personality Traits Innovators versus Laggards Open‐ versus Closed‐Minded Conformity versus Individuality Novel and Complex or Simple and Safe Experiences Preference for Thinking Preference for Written or Visual Importance of Possessions Compulsions and Fixations Consumer Ethnocentrism Personality and Color Anthropomorphism Product Personality and Gender Product Personality and Geography Self‐Perception The Extended Self Altering the Self Summary Review and Discussion Questions Hands‐on Assignments Key Terms 4 Consumer Perception and Positioning Sensory Information Sight Scent Touch Sound Taste Sensory Input and Culture The Absolute and Differential Thresholds The Absolute Threshold The Differential Threshold Product Pricing and Improvements Logos and Packaging Subliminal Perception Perceptual Selection Stimuli’s Features Personal Expectations Consumer Motivation Perceptual Selectivity Perceptual Organization Figure and Ground Grouping Closure Interpretation: Cues Integral Indicators External Indicators Stereotyping Physical Appearance Descriptive Terms First Impressions Halo Effect Interpretation: Consumer Imagery Perceived Value Perceived Quality Price–Quality Relationship Brand Image Package Perceptions/Image Service Quality Retail Store Perceptions/Image Company Image Risk Perception The Components of Perceived Risk Reducing Perceived Risk Information Brand Loyalty Store Image Price–Quality Relationship Positioning and Repositioning Umbrella Positioning Premier Position Positioning against Competition Key Attribute The Un‐Owned Position Changing Perceptions Perceptual Mapping 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 Repetition Forms Association Stimulus Generalization and Brands’ Extensions Stimulus Discrimination and Brand Differentiation Instrumental Conditioning Reinforcement Extinction and Forgetting Customer Satisfaction and Retention Shaping Massed versus Distributed Learning Observational Learning Information Processing Storing Data Encoding Data Retrieving and Retaining Data Cognitive Learning Consumer Involvement and Hemispheric Lateralization Consumer Involvement Measurements of Consumer Involvement Strategic Applications of Consumer Involvement Involvement and Context 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 Keyterms 6 Consumer Attitude Formation and Change Attitude Formation Learning Attitudes Personal Sources and Experiences Personality Factors Consistency with Behavior Situational Factors The Tri‐Component Attitude Model The Cognitive Component The Affective Component The Conative Component Changing Consumers’ Attitudes Changing Beliefs about Products Changing Brand Image Changing Beliefs about Competing Brands Attitude‐Behavior Gap Multiattribute 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 Attitude‐toward‐Social‐Media‐Posts Model Attitudes’ Motivational Functions 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 Conflict Resolution Resolving Conflicting Attitudes Causality and Attribution 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 PART III Communication and Consumer Behavior 7 Persuading Consumers The Elements of Communication Source Credibility and Persuasion Time Passage and Source Credibility Barriers to Effective Communications Psychological Selectivity Message Clutter Broadcasted versus Addressable Messages The Evolution of Tv Advertising Addressable Communication Message Structure Image and Text Framing Framing Impact Behavior One‐ or Two‐Sided Native Ads Order Effects Persuasive Appeals Comparative Fear Humor Sex Timeliness Feedback and Effectiveness Summary Review and Discussion Questions Hands-on Assignments Key Terms 8 From Print and Broadcast to Social Media and Mobile Advertising Social Media and Consumer Behavior Individuals and Networks Consumer Engagement Advertising on Social Media Advertising Channels Google Advertising Strategies Mobile Advertising Consumer Response Promotional Tactics Advantages and Shortcomings Desktop versus Mobile Devices The Future Advertising’s Reach and Efficacy Analyzing Website Visits Gauging Influence within Social Network Google Analytics Online Fraud and Unseen Ads Pirated Content Nielsen Time‐Shifted Viewing Facebook, Google, and Twitter Skipping and Blocking Improved Measures of Social Activity Traditional Media’s Evolution Television Radio Print Media Out‐of‐Home Media Branded Content Summary Review and Discussion Questions Hands-on Assignments Key Terms 9 Reference Groups and Communities, Opinion Leaders, and Word‐of‐Mouth The Credibility and Persuasive Power of Reference Groups Consumption‐Related Reference Group Friends Fellow Shoppers Virtual Communities Advocacy Groups Factors Affecting Reference Group Influence Conformity Group Power Product Expertise Product Conspicuousness Endorsers and Spokespersons Celebrities Salesperson Credibility Vendor Credibility Medium Credibility Opinion Leaders and Word‐of‐Mouth Characteristics of Opinion Leaders Measuring Opinion Leadership Questioning Social Interactions Identifying Experts Online Influence Word‐of‐Mouth’s Strategic Applications Online Reference Groups Stimulating Word‐of‐Mouth Going Viral Managing Negative Rumors Innovations’ Adopters as Reference Groups The First Buyers The Followers The Somewhat Risk‐Averse The Highly Risk‐Averse The Last to Purchase The Nonadopters Summary Review and Discussion Questions Hands-on Assignments Key Terms PART IV Social and Cultural Settings 10 The Family and Its Social Standing Family and Consumer Socialization Parental Styles and Consumer Socialization The Stages of Consumer Socialization Adult and Intergenerational Consumer Socialization The Family’s Supportive Roles Economic Well‐Being Emotional Support Suitable Lifestyles Families, Media, and Technology Family Decision‐Making and Members’ Roles Husband–Wife Decision‐Making Cultural Differences in Husband–Wife Decision‐Making Children’s Influence on Family Decision‐Making Children Are Three Markets Adult Children Caring for Aging Parents Measuring Family Decision‐Making Family Members’ Roles The Family Life Cycle Bachelorhood Honeymooners Parenthood Post‐Parenthood Dissolution Nontraditional Families and Households Targeting Strategies Same‐Gender Families Social Standing and Consumer Behavior Social Class and Segmentation What’s My Social Class? Social‐Class Consciousness Demographics Indices America’s Social Classes America’s Social Classes Upward Mobility Young Adulthood Affluent Consumers Middle‐Class Consumers Downscale Consumers Clothing, Fashion, and Shopping Saving, Spending, and Credit Card Usage Communications Downward Mobility Geodemography and Social Class Summary Review and Discussion Questions Hands-on Assignments Key Terms 11 Cultural Values and Consumer Behavior Culture’s Role and Dynamics Culture’s Evolution Cultural Beliefs Reflect Consumers’ Needs Learning Cultural Values Forms of Learning Enculturation and Acculturation Marketing Influences on Cultural Learning Symbols and Rituals Measuring Cultural Values Content Analysis Field Observation Value Surveys Core Cultural Values Achievement and Success Time and Activity Efficiency and Practicality Progress Comfort and Pleasure Individualism and Conformity Freedom of Choice Humanitarianism Youthfulness Fitness and Health Environmental Concerns Summary Review and Discussion Questions Hands-on Assignments Key Terms 12 Subcultures and Consumer Behavior Subcultures in the United States Nationality and Ethnicity Subcultures Latino American and Hispanic American Consumers African American Consumers Asian American Consumers Religious Affiliation Subcultures Geographic Subcultures Generational Subcultures Generation Z: Persons Born between 1997 to the Present Millennials: Born between 1980 and 1996 (or Late 1970s and Late 1990s) Generation X: Born between 1965 and 1979 Baby Boomers: Born between 1946 and 1964 Older Consumers Describing “Age” Segmentation and Targeting Technology in the Generations Gender Subcultures Products and Gender Roles Women in Advertisements Working Women Summary Review and Discussion Questions Key Terms 13 Cross‐Cultural Consumer Behavior: An International Perspective Global Brands Analyzing Global Markets Buying Styles Measures of Cross‐Cultural Aspects Foods and Beverages Colors and Artifacts Acculturation Consumer Research Difficulties Localization versus Standardization Product Customization Advertising and Branding Promotional Appeals Legal Barriers Global Marketing Prospects Growth Potential Spending Power and Consumption Brand Shares Targeting Global Consumers Global Millennials Global Teens The Global Middle Class Segmentation Summary Review and Discussion Questions Hands-on Assignments Key Terms PART V Consumer Decision‐Making, Marketing Ethics, and Consumer Research 14 Consumer Decision‐Making and Diffusion of Innovations Consumer Decision‐Making Input Process Need Recognition Decision Spectrum Pre‐Purchase Information Search Evaluation of Purchase Alternatives Decision Rules Output Consumer Gifting Behavior Diffusion and Adoption of Innovations Types of Innovations Product Features That Affect Adoption The Adoption Process Summary Review and Discussion Questions Hands-on Assignments Key Terms 15 Marketers’ Ethics and Social Responsibility Socially Responsible Marketing Disregard for Consumers’ Privacy Retailers Smartphones Smart Tvs Facebook Acxiom And More Privacy Laws Blocking Tracking Exploiting Children and Others Children and Media Encouraging Overeating Laws and Regulations Encouraging Overspending Direct‐to‐Consumer Pharmaceutical Advertising Misleading Labels Camouflaged Advertising Native Advertising Search Engines Covert Marketing Product Placement: Advertising Embedded within Entertainment False and Misleading Advertising Offensive Communications Promoting Social Causes Advocating Beneficial and Discouraging Detrimental Conduct Cause‐Related Marketing Consumer Ethics Summary Review and Discussion Questions Hands-on Assignments Key Terms 16 Consumer Research Exploratory Research and Secondary Data Internal Secondary Data External Secondary Data Government Secondary Data Periodicals and Articles Syndicated Research Companies Qualitative Research Depth Interviews Focus Groups Quantitative Research Validity and Reliability Observational Research Causal Research Contacting Respondents Questionnaires Sampling and Data Collected and Analysis Summary Review and Discussion Questions Hands-on Assignments Key Terms Endnotes Glossary Company Index Name Index Subject Index Credits