Consumer behaviour is the study of how, where, when and why we conduct the exchange elements of our lives to satisfy our needs and desires. It is fundamental to marketing as marketing is concerned with supplying and anticipating customer requirements; therefore understanding how customers behave is at the very heart of the marketing concept. "Consumer Behaviour, 2nd Edition" is more 'student centred' than the competition, manifested in the use of cases and exercises to be used in participative and applied ways, reflecting the clear trend towards student centred and application-based marketing courses. It includes coverage of consumer buying behaviour from a marketing, rather than a behavioural science perspective. It features new journal articles from a range of journals.
PART 1 INDIVIDUAL ASPECTS OF CONSUMER BEHAVIOUR CHAPTER 1 Consumer Motives and Values Introduction Motivation Maslow's Hierarchy of Needs Freudian Theory of Motivation Jungian Motivation Memetics Cognitive Dissonance as a Motivator Motivation and Shopping Values Motivation Research Means-End Chain Analysis and Laddering Case Study - Understanding Consumer Needs - Racing Past the Barriers: The Success of the Apache Motorcycle in India Summary Questions Further Reading CHAPTER 2 Consumer Response to Marketing Actions 1: Exposure, Attention and Perception Introduction Exposure Attention Perception and Interpretation Symbolism in Perceptual interpretation Summary Questions Further Reading CHAPTER 3 Consumer Response to Marketing Actions 2: Learning and Attitudes Introduction Learning Knowledge and Expertise Attitudes Summary Questions Further Reading CHAPTER 4 Consumer Response to Marketing Actions 3: Action, Post-Purchase Dissonance, Consumer Involvement Introduction Action Post-Purchase Involvement Case Study - Information Processing and Memory Limitations - So What Does the Scottish Executive Do Anyway? Brand Development in Government Communications Summary Questions Further Reading CHAPTER 5 Consumer Demographics Introduction Age and Generational Cohorts Gender Sexuality Social Grade Income Summary Questions Further Reading CHAPTER 6 Consumer Psychographics Introduction Lifestyle Lifestyle, Values and Demand Mapping Summary Questions Further Reading ARTICLE: CM Collins, L Steg and MAS Koning (2007) Customers' Values, Beliefs on Sustainable Corporate Performance, and Buying Behaviour, Psychology & Marketing, Vol 24(6), pp 555-577 [End Mauve: 55C 55M] [Green: 60C 45Y] PART 2 SOCIAL AND GROUP ASPECTS OF CONSUMER BEHAVIOUR CHAPTER 7 Social Group, Tribal and Household Buying Influences Introduction Social Groups Tribal, Virtual Groups and Postmodern Consumer Behaviour Family Influences on Consumer Behaviour Summary Questions Further Reading CHAPTER 8 Culture and Subculture Introduction Culture Values Cultural Differences and Similarities Use of Humour The Internet Crossing Cultures Subcultures Case Study - The Apache Motorcycle Advertising Campaign in India Summary Questions Further Reading ARTICLE: S McKechnie and Caroline Tynan (2006) Social Meanings in Christmas Consumption: An Exploratory Study of UK Celebrants' Consumption Rituals, Journal of Consumer Behaviour, Vol 5, pp 130-144 [End Green: 60C 45Y] [Turquoise/Blue: 100C 18Y 14K] PART 3 INTEGRATED APPROACHES TO CONSUMER BEHAVIOUR CHAPTER 9 New Product Buying Introduction Foundation Theory Two- and Multi-Step Flows of Communications Summary Questions Further Reading CHAPTER 10 Repeat, Loyal and Relational Buying Introduction Repeat Purchasing Behaviour Beyond Repeat Purchasing: Loyalty Loyalty Case Study - A Marketing Research Tool by TNS to Measure Loyalty Beyond Loyalty: Relational Consumption Summary Questions Further Reading CHAPTER 11 Data-Based Consumer Behaviour Introduction Understanding Consumer Behaviour from Personalized Behavioural Data Understanding Consumer Behaviour via Personalized Profile Data Consumer reaction to individualized Consumer-Organization Interaction Summary Questions Further Reading CHAPTER 12 Consumer Misbehaviour Introduction Consumer Misbehaviour Typologies Idealistic Rational for Misbehaviour Consumer Misbehaviour with Respect to Marketing Activities Behaviour Balances Summary Questions Further Reading CHAPTER 13 Organizational Buying Behaviour Introduction Characteristics of Organizational Markets and Organizational Buying The Decision Making Process Buying Classes and Phases The Buying Case Major Influences on Organizational Buying Behaviour Summary Questions
