Buying, Having, and Being. Eleventh Edition. Global Edition

Transcription

1 Consumer Behavior Buying, Having, and Being Eleventh Edition Global Edition Michael R. Solomon Saint Joseph's University PEARSON Boston Columbus Indianapolis New York San Francisco Upper Saddle River Amsterdam Cape Town Dubai London Madrid Milan Munich Paris Montreal Toronto Delhi Mexico City Säo Paulo Sydney Hong Kong Seoul Singapore Taipei Tokyo

2 CONTENTS About the Author 11 New to this Edition! 13 Preface 15 Acknowledgments 21 Section 1 Foundations of Consumer Behavior 25 Chapter 1 Buying, Having, and Being: An Introduction to Consumer Behavior 26 Consumer Behavior: People in the Marketplace 27 What Is Consumer Behavior? 28 Consumer Behavior Is a Process 29 Consumers' Impact on Marketing Strategy 30 Consumers Are Different! How We Divide Thetn Up 30 Segmenting by Behavior: Welcome to Big Data 33 Marketing s Impact on Consumers 35 Populär Culture Is Marketing Is Populär Culture All the World''s a Stage 37 What Does It Mean to Consume? 38 WhatDoWeNeed Reallv? 41 How We Classify Consumer Needs 42 The Global "Always On" Consumer 45 The Digital Native: Living a Social [Media] Life 45 Consumer Behavior as a Field of Study 48 Where Do We Find Consumer Researchers? 48 Interdisciplinary Influences on the Study of Consumer Behavior 48 Two Perspectives on Consumer Research 51 Should Consumer Research Have an Academic or an Applied Focus? 52 Taking It from Here: The Plan of the Book 52 Chapter Summary 53 Key Terms 53 Review 54 Consumer Behavior Challenge 54 Case Study 55 Notes 56 Chapter 2 Decision Making and Consumer Behavior 58 What's Your Problem? 59 Consumer Involvement 61 Types oflnvolvement 63 Cognitive Decision Making 69 Steps in the Cognitive Decision-Making Process 69 Habitual Decision Making 80 Priming and Nudging 81 Decision-Making Biases and Shortcuts 81 Heuristics: Mental Shortcuts 84 Affective Decision Making 85 Emotions and Consumption 86 Positive Affect 88 Negative Äffect 88 How Social Media Tap into Our Emotions 89 Chapter Summary 90 Key Terms 91 Review 92 Consumer Behavior Challenge 92 Case Study 94 Notes 95 Chapter 3 Cultural Influences on Consumer Decision Making 100 Cultural Systems 102 Cultural Values 102 CoreValues 103 How Do Values Link to Consumer Behavior? 105 Ihe Yin and Yang of Marketing and Culture 107 Cultural Movement 108 High and Low Culture 112 Cultural Formulae 113 Reality Engineering 115 Product Placement 117 Advergaming 118 7

3 8 Contents Cultural Stories and Ceremonies 119 Myths 120 Rituals 124 Sacred and Profane Consumption 131 Sacralization 131 Domains of Sacred Consumption 133 From Sacred to Profane, and Back Again 134 Global Consumer Culture 135 It'sa BRAND New World 136 Adopt a Standardized Strategy 138 Adopt a Localized Strategy 138 Cross-Cultural Differences Relevant to Marketers 140 Does Global Marketing Work? 140 Chapter Summary 141 Key Terms 142 Review 143 Consumer Behavior Challenge 143 Gase Study 145 Notes 146 Chapter 4 * Consumer and Social Well-Being 152 Business Ethics and Consumer Rights 153 Needs and Wants: Do Marketers Manipulate Consumers? 154 Consumers' Rights and Product Satisfaction 158 Market Regulation 160 Consumerism 162 Social Marketing and Corporate Social Responsibility (CSR) 164 Major Policy Issues Relevant to Consumer Behavior 165 Data Privacy and Identity Ihefi 165 Market Access 167 Sustainability and Environmental Stewardship 169 The Dark Side of Consumer Behavior 177 Consumer Terrorism 178 Addictive Consumption 179 Consumed Consumers 181 Illegal Acquisition and Product Use 182 Chapter Summaiy 184 Key Terms 184 Review 184 Consumer Behavior Challenge 185 Gase Study 186 Notes 187 Nielsen Nugget 191 [ ; / * Internal Influences on Consumer Behavior 193 Chapter 5 * Perception 194 Sensation 195 Vision 197 Dollars and Scents 200 Sound 202 Touch 203 Taste 204 IheStagesof Perception 206 Stage 1: Exposure 206 Stage 2: Attention 209 Stage 3: Interpretation 215 Chapter Summaiy 222 Key Terms 223 Review 223 Consumer Behavior Challenge 223 Gase Study 224 Notes 225 Chapter 6 Learning and Memory 228 Leaming 229 Behavioral Learning Theories 230 Marketing Applications ofclassical Conditioning Principles 233 Marketing Applications of Instrumental Conditioning Principles 238 Gamification 238 Cognitive Learning Theory 240 How Do We Learn to Be Consumers? 243 Cognitive Development 245 Memory 247 How Our Brains Encode Information 248 Memory Systems 250 How Our Memories Store Information 250 How We Retrieve Memories When We Decide WhattoBuy 253 What Makes UsForget? 255 How WeMeasure Consumers' Recall of Marketing Messages 258 Bittersweet Memories: The Marketing Power of Nostalgia 259 Chapter Summary 262 Key Terms 263 Review 263

4 Contents 9 Consumer Behavior Challenge 263 Case Study 264 Notes 265 Chapter 7 * The Seif 270 The Seif 271 Does the Seif Exist? 271 Self-Concept 272 Fantasy: Bridging the Gap Between the Selves 274 Symbolic lnteractionism 275 The Extended Seif 276 The Digital Seif 279 Personality 280 Consumer Behavior on the Couch: Freudian Theory 282 Neo-Freudian Theories 285 Trait Theory 286 Brand Personality 294 Socializing with Brands 296 Are We What We Buy? 297 Body Image 301 Ideals ofbeauty 301 Working on the Body 308 Body Image Distortions 311 Chapter Summa?y 314 Key Terms 315 Review 315 Consumer Behavior Challenge 315 Case Study 316 Notes 317 Chapter 8 * Attitudes and Persuasion 322 The Power of Attitudes 323 The ABC Model of Attitudes 324 Hierarchies of Effects 325 How Do We Form Attitudes? 327 All Attitudes Are Not Created Equal 327 The Consistency Principle 328 Motivational Conflicts 329 Self-Perception Theory 330 Social Judgment Theory 331 Balance Theory 331 Attitüde Models 333 Do Attitudes Predict Behavior? 336 Trying to Consume 339 How Do Marketers Change Attitudes? 340 Decisions, Decisions: Tactical Communications Options 340 The Elements of Communication 341 An Updated View: Interactive Communications 341 New Message Formats 342 TheSource 343 The Message 349 Typesof Message Appeals 353 The Source versus the Message: Do We Seil the Steak or the Sizzle? 358 Chapter Summary 359 Key Terms 360 Review 361 Consumer Behavior Challenge 361 Case Study 363 Notes 364 Nielsen Nugget 369 Section 3» ExternaI Influences on Consumer Behavior 371 Chapter 9 Group and Situational Effects on Consumer Behavior 372 Situational Effects on Consumer Behavior 374 Our Social and Physical Surroundings 376 Temporal Factors 376 WaitingTime 378 The Shopping Experience 379 When the Going Gets Tough, the Tough Go Shopping 379 E-Commerce: Clicks Versus Bricks 380 Retailing as Theater 383 Store Image 384 In-Store Decision-Making 385 The Salesperson: A Lead Role in the Play 388 The Social Power of Croups 389 Reference GroupsAren'tJustAny Groups 390 Conformity 396 Collective Decision-Making 397 B2B Decision-Making 397 Family Decision-Making 402 Animals Are People Tool Nonhuman Family Members 406 The Family Life Cycle 407 The Intimate Corporation: Family Decision-Making 408 Sex Roles and Family Decision-Making Responsibilities 410 Chapter Summary 413 Key Terms 415

5 10 Contents Review 415 Consumer Behavior Challenge 416 Case Study 419 Notes 420 Chapter 10 * Consumer Identity I: Sex Roles and Subcultures 426 Consumer Identity 427 Gender Identity 428 Sex Role Socialization 429 Gender Identity Versus Sexual Identity 431 Sex-TypedProducts 432 Ethnic and Racial Subcultures 438 Ethnic and Racial Stereotypes 439 Ethnicity and Acculturation 440 The "Big Three" American Ethnic Subcultures 442 Religious Subcultures 446 OrganizedReligion and Consumption 447 Born-Again Consumers 447 Islamic Marketing 448 Age Subcultures 449 Children as Decision-Makers: Consumers-in-Training 450 The Youth Market 451 Gen Y 453 GenX 457 The Mature Market 457 Place Based Subcultures 463 Chapter Summary 465 Key Terms 466 Review 467 Consumer Behavior Challenge 467 Case Study 470 Notes 471 Chapter 11 * Consumer Identity II: Social Class and Lifestyles 476 Income and Consumer Identity 477 Income Patterns 477 To Spend or Not to Spend, That Is the Question 478 The Great Recession and Its Aftermath 4 79 Materialism and Economic Conditions 481 Social Class and Consumer Identity 481 Pick a Pecking Order 481 Components of Social Class 484 Social Class in the United States 491 Social Class Around the World 491 How Do We Measure Social Class? 495 Status Symbols and Social Capital 497 "What Do You Use That Fork For?" Taste Cultures, Codes, and Cultural Capital 499 Social Capital 500 Status Symbols 502 Lifestyles and Consumer Identity 506 Product Complementarity and Co-Branding Strategies 509 Psychographics 510 Chapter Summary 515 Key Terms 516 Review 516 Consumer Behavior Challenge 517 Case Study 518 Notes 519 Chapter 12 Networked Consumer Behavior: Word-of-Mouth, Social Media, and Fashion 522 Word-of-Mouth Communication 523 Buzz Building 526 Negative WOM: The Power ofrumors 527 Opinion Leadership 529 How Influential Is an Opinion Leader? 530 Types of Opinion Leaders 531 How Do We Find Opinion Leaders? 532 Ihe Social Media Revolution 535 Social Media and Community 536 The Structure of Social Networks 539 The Power of Online Communities 540 Online Opinion Leaders 543 Ihe Diffusion of Innovations 547 How Do We Decide to Adopt an Innovation? 547 Behavioral Demands of Innovations 548 What Determines If an Innovation Will Diffuse? 549 The Fashion System 550 Chapter Summary 556 Key Terms 557 Review 557 Consumer Behavior Challenge 558 Case Study 559 Notes 560 Nielsen Nugget 563 Glossary 565 Index 579