CONSUMER BEHAVIOR 消费者行为学（影印，第五版）

书籍目录

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

作者简介

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。

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