The Psychology of Marketing

Transcription

1 The Psychology of Marketing Cross-Cultural Perspectives GERHARD RAAB Ludwigshafen University ofappiied Sciences, Germany G. JASON GODDARD Wachovia Bank, A Wells Fargo Company, USA RIADA.AJAMI Wright State University, USA ALEXANDER UNGER Ludwigshafen University ofappiied Sciences, Germany GOWER

2 Contents List of Figures List of Tables About the Authors Preface IX xiii xv xvii Chapter 1 PART I Chapter 2 Chapter 3 Chapter 4 Chapter 5 Chapter 6 Market Psychology in the Context of Systematics The Subject of Market Psychology Market Psychology as an Applied Science Theoretical Foundations COGNITION THEORIES Theories of Perception and Social Judgment Formation as Starting Points Hypotheses, Presumptions, and Related Psychological Constructs The Hypothesis of Social Perception of Social Judgment Formation The of Social Comparisons The of Cognitive Dissonance The of Psychological Reactance The Ambivalence of Influence and Reactance Effects Attribution Theories

3 vi The Psychology of Marketing Chapter 7 Cognitive Response Chapter 8 Theories of Information Processing 105 Processing and Retention of Marketing Information 105 Information Processing and Purchase Decision Determinants 112 Summary Chapter 9 Judgment Heuristics 117 The All-Too-Human Errors in Economic Judgment 117 Summary PART II ON THE DEVELOPMENT OF PERSONALITY VIA PERCEPTION AND ON THROUGH TO MEMORY Chapter 10 Developmental Psychology 129 Customer Behavior as a Life-Long Development Process 129 The Family Cycle and Consumer Behavior 134 Children and Teenagers as Consumers 136 Summary Chapter 11 Personality Theories 147 Market Behavior as a Function of Person and Environment 147 Biopsychologically Based Personality Traits and Customer Relationships 153 The Personality Characteristics of Company Founders 158 Summary Chapter 12 The Psychology of Perception 167 Perception as the Basis of Economic Action 167 Practical Application 173 Summary Chapter 13 Learning 181 Theories

4 Contents vii PART III MOTIVATION AND EMOTION Chapter 14 Motivation The Relationship between Performance and Satisfaction Chapter 15 Emotions PART IV POWER, CONTROL, AND EXCHANGE Chapter 16 Power Chapter 17 Theories of Control Customers' Desire for Control 265 Psychological Concept of Control 265 Interaction of Person and Environment 266 Capacity for Self-control 269 Summary Chapter 18 PART V Exchange Theories Equity as a Prerequisite of Enduring Customer Relationships 281 Concept and Relevance 281 The Approaches of Various Proponents of Exchange 282 Examples of the Practical Application of Exchange 287 Summary THE LAYPERSON AS PSYCHOLOGIST, AND THE SEARCH FOR INSIGHT Chapter 19 Lay Epistemology Chapter 20 Biological Psychology Scientific Bases of Economical Behavior 313 Concept and Relevance 313 Brain Regions and Their Functions 314

5 viii The Psychology of Marketing Investigation Methods of Biological Psychology 318 Present Examples of Biological Psychology 322 Summary PART VI CASE STUDIES IN MARKET PSYCHOLOGY Case Study 1 The Global Housing Boom: Local Dimensions 337 Case Study 2 Gadgetry and the Elusive Search for Self 347 Case Study 3 Niche Markets for Organic Agricultural Products: Pars and the EU 353 Masoud Kavoossi Case Study 4 Marketing Microfinance in Ghana 361 Case Study 5 Bon Appetit Cafe and Deli 371 -Case Study 6 Lappset: How to Market an Innovative Product in a Highly Competitive Arena 377 Wencke Gwozdz, Kai Hockerts and Lucia A. Reisch Case Study 7 O' Fortuna 385 Ronald K. Palmgren Index 389

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