消费者行为学：第五版

　　全书分为五个部分，共二十一章。第一部分介绍背景和工具性知识， 包括消费者行为学的研究内容、研究方法以及市场细分。第一部分研 究消费者个体特性，包括消费需求、动机、消费者性格、消费者对市 场策略的观察、学习和介入理论、消费者态度、与消费者的交流和劝 说。第三部分讨论了社会和文化因素对消费者行为的影响。这部分首 先介绍了群体动力学和消费者参考群组的概念，讨论了家庭决策过程 和家庭生活模式的变化。接着研究了社会、文化、亚文化、交叉文化 对消费者行为的影响。第四部分介绍消费决策过程，向读者介绍了一 个简单的消费决策模型。第五部分阐述消费者行为学在社会甲的作用。 消费者行为学原理可以用于社会中的盈利和非盈利单位，如政治营销、 医疗保健营销等。对于消费者行为学理论发展感兴趣的读者，可参阅 本书的附录中提供的各种消费者行为学模型的简单介绍。 本书内容全面完整，可读性强。不仅讲述了消费者行为学的基本 理论和概念，还介绍了最新的研究发现，并给出了许多实际的案例。 因此既可用作大学商学院的教学用书，也可供企业经管人员、商业系 统等实务人员参考。

暂缺《消费者行为学：第五版》作者简介

     CONTENTS
   Part 1 Introduction to the
    Study of Consumer Behavior
    1 The Diversity of Consumer Behavior
    What Is Consumer Behavior?
    Personal Consumers Versus Organisalional Consumers
    Buyers and Users
    Why We Study Consumer Behavior
    Why the Field of Consumer Behavior Developed
    Development ofthe Marketing Concept
    The Role of Corisumer Research
    Ethics In Marketing
    Business School Education
    The Consumer Movement .
    Ethics and the Corporate Environment
    PlanoftheBook
    Summary
    Discussion Questions
    Exercises
    Key Tenns
    Endnotes
    2 ConsumerResearch
    History of Consumer Research
    The Modemist Era.
    Postmodemism
    Combining Positivisl and Interpretivist Research Findings
    The Consumer Research Process
    Developing Research Objectives
    Collecting Secondary Data
    Designing Primary Research
    Data Collection .
    Analysis
    Report Preparation
    Conducting a Research Study
    Research Methods and Tools
    Summary
    Discussion Questions
    Exercises
    Key Terms
    Endnotes
    3 Market Segmentation
    Whatls MarketSegmentation?
    Who Uses Market Segmentation?
    How Marketers UseSegmentation
    Bases for Segmentation
    Geographic Segmentation
    Demographic Segmentation
    Psychological/PsychographicSegmentation
    Sociocultural Segmentation
    Use-Reldted Segmentation
    Use-Situafion Segmentation
    Benefit Segmentation
    Hybrid Segmentation Approaches
    Critcria for Effective Targeting of Market Segments
    Identification
    Sufficiency
    Stability
    Accessibility
    Implementing Segmentation Strategies
    Concentrated Versus Differentiated Marketing
    Countersegmentation
    Summary
    Discussion Questions
    Exercises
    Key Tenns
    Endnotes
   Part 11 The Consumer As An Individual
    4 Consumer Needs and Motivation
    What Is Motivation?
    Motivation
    Needs
    Goals
    Posilive and Negative Motiyation
    Rational Versus Emotional Motives
    The Dynamic Nature of Motivation,
    Needs and Goals are Constantly Changing
    Substitute Goals
    Frustration
    Arousal ofMotives
    Types and Systems of Needs
    Diversity ofNeed Systems
    The Measurement ofMotives
    Motivational Research
    Development of Motivational Research
    Motivational Research Today
    Summary
    Discussion Questions
    Exercises
    Key Terms
    Endnotes
    5 Personality and Consumer Behavior
    What Is Personality?
    The Nature of Personality
    Theories of Personality
    Freudian Theory
    Jungian Personality Types
    Neo-Freudian Personality Theory
    Trait Theory
    Personality and Understanding Consumer Diversity
    Consumer Innovativeness and Related Personality Traits
    Consumer Susceptibility to Interpersonal Influence
    Cognitive Personality Factors
    From Conswner Materialism to Compulsive Consumption
    Consumer Ethnocentrism: Responses to Foreign-Made Products
    Self and Self-Images
    One or Multiple Selves
    The Makeup ofthe Self-lmage
    The Extended Self
    Altering the Self
    Summary
    Discussion Questions
    Exercises
    Key Terms
    Endnotes
    6 Consumer Perception
    What Is Perception?
    Perception
    Sensation
    The Absolute Threshold
    The Differential Threshold
    Subliminal Perception
    The Dynamics of Perception
    Perceptual Selection
    Perceptual Organization
    Perceptual Interpretation
    Consumer Imagery
    Product and Service Images
    Perceived Quality
    Store Image
    Manufacturer's Image
    Summary
    Discussion Questions
    Exercises
    Key Terms
    Endnotes
    7 Learning and Consumer Involvement
    What Is Leaming?
    Motivation
    Cues
    Response
    Reinforcement
    Behavioral Leaming Theories
    Classical Conditioning
    Instrumental Conditioning
    Cognitive Leaming Theory
    Information Processing
    Involvement Theory
    Brand Loyalty and Brand Equity
    Developing Brand Loyalty
    Brand Equity
    Summary
    Discussion Questions
    Exercises
    Key Tenns
    Endnotes
    8 The Nature of Consumer Attitudes
    What Are Attitudes?
    TheAttitude "Object"
    Attitudes Are a Leamed Predisposition
    Attitudes Have Consistency
    Structural Models of Attitudes
    Tricomponent Attitude Modei
    Multi-Attribule Attitude Models
    Attitude-Toward-the-Ad Models
    Summary
    Discussion Questions
    Exercises
    Key Terms
    Endnotes
    9 ConsumerAttitude Formation and Change
    Attitude Formation
    How Attitudes are Leamed
    Sources oflnfluence on Attltude Formation
    Personality Factors
    Attitude Change
    Strategies ofAttitude Change
    Behavior Can Precede or Follow Attitude Formation
    Cognitive Dissonance Theory
    Attribution Theory
    Summary
    Discussion Questions
    Exercises
    Key Tenns
    Endnotes
    10 Communication and Persuasion
    Components of Communication
    The Communications Process
    The Message Initiator (The Source)
    The Target Audience (The Receivers)
    Feedback-The Receiver's Response
    Designing Persuasive Communications
    Communicatwns Strategy
    Media Strategy
    Message Strategies
    Crisis Communications Strategies
    Summary
    Discussion Questions
    Exercises
    Key Terms
    Endnotes
    Part III Consumers in Their
    Social and Cultural Settings
    11 Group Dynamics and Consumer
    Reference Groups
    What Is a Group?
    Types ofGroups
    Consumer-Relevant Groups
    Reference Groups
    What Is a Reference Group?
    Factors That Affect Reference Group Influence
    Reference Groups and Consumer Conformity
    Applications of the Reference Group Concept
    Celebrities
    The Expert
    The "Common Man"
    The Executive Spokesperson
    Other Reference Group Appeals
    Benefits ofthe Reference Group Appeal
    Summary
    Discussion Questions
    Exercises
    Key Terms
    Endnotes
    12 The Family
    What Is a Family?
    Functions of the Family
    Economic Well-Being
    Emotional Support
    Suitable Family Lifestyles
    Socialization ofChildren and Other Family Members
    Family Decision Making
    Family Roles
    Dynamics of Husband/Wife Decision Making
    Children
    The Family Life Cycle
    Traditional Family Life Cycle
    Modifications to the FLC
    Summary
    Discussion Questions
    Exercises
    Key Terms
    Endnotes
    13 Social Class and Consumer Behavior
    What Is Social Class?
    Social Class and Social Status
    Social-Class Categories
    The Measurement of Social Class
    Subjective Measures
    Reputational Measures
    Objective Measures
    Lifestyle Profiles of the Social Classes
    Social-Class Mobility
    Signs ofDownward Mobility
    Geodemographic Clustering
    The Affluent Consumer
    The Media Exposure ofthe Affluent Consumer
    Segmenting the Affluent Market
    The Non-Affluent Consumer
    Selected Consumer Behavior Applications of Social Class
    Clothing, Fashion, and Shopping
    The Pursuit ofLeisure
    Saving, Spending, and Credit
    Social Class and Communication
    Summary
    Discussion Questions
    Exercises
    Key Terms
    Endnotes
    14 The Influence of Culture on
    Consumer Behavior
    What Is Culture?
    Characteristics of Culture
    The Invisible Hand ofCulture
    Culture Satisfies Needs
    Culture Is Leamed
    Culture Is Shared
    Culture Is Dynamic
    The Measurement of Culture
    Content Analysis
    Consumer Fieldwork
    Value Measurement Survey InstrumeMs
    The Yankelovich MONITOR
    DYG SCAN-An Environmental Scanning Program
    American Core Values
    Achievement and Success
    Activity
    Efficiency and Practicality
    Progress
    Material Comfort
    Individualism
    Freedom
    Extemal Conformity
    Humanitarianism
    Youthfulness
    Fitness and Health
    Core Values Are Not an American Phenomenon
    Summary
    Discussion Questions
    Exercises
    Key Tenns
    Endnotes
    15 Subcultural Aspects of Consumer Behavior
    What Is Subculture?
    Nationality Subcultures
    Hispanic Subculfures
    The Impact of Nationalily Subcultures
    Religious Subcultures
    Geographic and Regional Subcultures
    Racial Subcultures
    The African-American Consumer
    Asian-American Consumers
    Age Subcultures
    The Generation X Market
    The Baby-Boomer Market
    The 50-Plus Market
    The Elderly Consumer
    Sex as a Subculture
    Sex Roles and Consumer Behavior
    The Working Woman
    Subcultural Interaction
    Sununary
    Discussion Questions
    Exercises
    Key Terms
    Endnotes
    16 Cross-Cultural Consumer Behavior:
    An International Perspective
    The Imperative to be Multinational
    Cross-Cultural Consumer Analysis
    Similarities and Differences Among People
    Acculturation Is a Needed Marketing Viewpoint
    Alternative Multinational Strategies: Global Versus Local
    Frameworks for Assessing Multinational Strategies
    Cross-Cultural Psychographic Segmentation
    Marketing Mistakes: A Failure to Understand Differences
    Product Problems
    Promotional Problems
    Pricing and Distribufion Problems
    Summary
    Discussion Questions
    Exercises
    Key Terms
    Endnotes
   Part IV The Consumer's Decision-Making Process
    17 Personal Influence and the Opinion
    Leadership Process
    What Is Opinion Leadership?
    Dynamics of the Opinion Leadership Process
    Opinion Leaders Are Persuasive
    The Motivations Behind Opinion Leadership
    Measurement of Opinion Leadership
    Self-Designating Method
    Sociometric Method
    Key Informant Method
    Objective Method
    A Profile of The Opinion Leaaer
    Knowledge and Interest
    Consumer Innovators
    Personal Characteristics
    Media Habits
    Frequency and Overlap of Opinion Leadership
    Overlap ofOpinion Leadership
    The Situational Environment of Opinion Leadership
    Opinion Leaders Are Friends or Neighbors
    The Interpersonal Flow of Communication
    Two-Step Flow of Communication Theory
    Multistep Flow of Communication Theory
    A Broader Approach to tnterpersonal Communication
    Opinion Leadership and the Firm's Promotional Strategy
    Programs Designed to Stimulate Opinion Leadership
    Advertisements that Simulate Opinion Leadership
    Word-of-Mouth May Be Uncontrollable
    Creation ofOpinion Leaders
    Summary
    Discussion Questions
    Exercises
    Key Terms
    Endnotes
    18 Diffusion of Innovations
    The Diffusion Process
    The Innovation
    The Channels of Communication
    TheSocialSystem.
    Time
    The Adoption Process
    Stages in the Adoption Process
    Limitations ofthe Adoption Process
    The Imwvation Decision Process
    A Profile of the Consumer Innovator
    Definins the Consumer Innovator
    Interest in the Product Category
    The Innovator Is an Opinion Leader
    Personality Traits
    Purchase and Consumption Characteristics
    Media Habits
    Social Characteristics
    Demographic Characteristics
    Are There Generalized Consumer Innovators?
    Summary
    Discussion Questions
    Exercises
    Key Terms
    Endnotes
    19 Consumer Decision Making
    What Is a Decision?
    Four Views of Consumer Decision Making
    Economic Man
    Passive Man
    Cognitive Man
    Emotional Man
    A Model of Consumer Decision Making
    Input
    Process
    Oulput
    Beyond the Decision: Using and Possessing
    Relationship Marketing
    Summary
    Discussion Questions
    Exercises
    Key Terms
    Endnotes
   Part V Consumer Behavior and Society
    20 Consumer Behavior Applications to Profit
    and Not-For-Profit Marketing
    Health Care Marketing
    Targetlng Health Care Segments
    Political Marketing
    Imagery in Politics
    Political Persuasion
    The Marketing of Social Causes
    Corporate Philanthropy Versus Corporate Promotion
    Environmental Marketing: A Cause-Related Growth Industry
    Summary
    Discussion Questions
    Exercises
    Key Terms
    Endnotes
    21 Public Policy and Consumer Protection
    Public Policy and Consumer Protection
    Deceptive Advertising and Consumer Research
    Corrective Advertising and Consumer Research
    Packaging-to-Price Deceptior.s
    Consumer Education
    Nutritional Labeling
    Consumer Behavior Research Priorities
    Summary
    Discussion Questions
    Exercises
    Key Terms
    Endnotes
    Appendix
    Comprehensive Models of Consumer Decision Making
    Glossary
    Company Index
    Name Index