消费者行为学 第5版 英文影印版【2025|PDF下载-Epub版本|mobi电子书|kindle百度云盘下载】

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Part 1:An Introduction to Consumer BehaviorChapter 1:Understanding Consumer BehaviorIntroduction:Land of the Rising Trends3

Defining Consumer Behavior4

What Affects Consumer Behavior?11

Who Benefits from the Study of Consumer Behavior?18

Marketing Implications of Consumer Behavior19

Questions for Review and Discussion26

Enrichment Chapter:Developing Information About Consumer Behavior27

Introduction:Understanding China's"Technology Tribes"27

Consumer Behavior Research Methods28

Interviews29

Types of Consumer Researchers34

Ethical Issues in Consumer Research38

Questions for Review and Discussion40

Part 2:The Psychological CoreChapter 2:Motivation,Ability,and Opportunity43

Introduction: The Toyota Prius Zooms into the Fast Lane43

Consumer Motivation and Its Effects44

What Affects Motivation?48

Consumer Ability:Resources to Act61

Consumer Opportunity63

Questions for Review and Discussion65

Chapter 3:Exposure,Attention,and Perception66

Introduction:Going After Gamers:Advertising in Video Games66

Exposure67

Attention71

Questions for Review and Discussion87

Chapter 4:Knowledge and Understanding88

Introduction:Ringing Up the Engagement Ring Market88

Overview of Knowledge and Understanding89

Knowledge Content90

Knowledge Structure96

Using Knowledge to Understand104

Questions for Review and Discussion115

Chapter 5:Attitudes Based on High and Low Efforts116

Introduction:Endorsed by...Tomorrow's Sports Superstars116

What Are Attitudes?117

Forming and Changing Attitudes117

The Cognitive Foundations of Attitudes119

How Cognitively Based Attitudes Are Influenced125

The Message126

The Affective(Emotional)Foundations of Attitudes130

How Affectively Based Attitudes Are Influenced132

Attitude Toward the Ad136

When Do Attitudes Predict Behavior?136

High-Effort versus Low-Effort Routes to Persuasion138

Unconscious Influences on Attitudes When Consumer Effort Is Low140

Cognitive Bases of Attitudes When Consumer Effort Is Low141

How Cognitive Attitudes Are Influenced141

Affective Bases of Attitudes When Consumer Effort Is Low145

How Affective Attitudes Are Influenced149

Questions for Review and Discussion155

Chapter 6:Memory and Retrieval157

Introduction:Déjà Vu All Over Again:Nostalgia Marketing157

What Is Memory?158

What Are the Types of Memory?158

How Memory Is Enhanced164

What Is Retrieval?167

What Are the Types of Retrieval?170

How Retrieval Is Enhanced172

Questions for Review and Discussion178

Part 3:The Process of Making DecisionsChapter 7:Problem Recognition and Information Search181

Introduction:Awesome or Awful?Read the Review181

Problem Recognition183

Internal Search:Searching for Information from Memory185

Questions for Review and Discussion205

Chapter 8:Decision Making Based on High and Low Efforts207

Introduction:Racing Toward Higher Vehicle Sales in Thailand207

High-Effort Judgment Processes209

High-Effort Decisions and High-Effort Decision-Making Processes212

Deciding What Brand to Choose:Thought-Based Decisions215

Deciding What Brand to Choose:High-Effort Feeling-Based Decisions220

Additional High-Effort Decisions222

What Affects High-Effort Decisions?225

Characteristics of the Decision226

Low-Effort Judgment Processes229

The Representativeness Heuristic229

The Availability Heuristic230

Low-Effort Decision-Making Processes231

Learning Choice Tactics233

Low-Effort Thought-Based Decision Making335

Low-Effort Feeling-Based Decision Making243

Questions for Review and Discussion247

Chapter 9:Post-Decision Processes249

Introduction:The Treasure Hunt Is On at Costco249

Post-Decision Dissonance and Regret250

Learning from Consumer Experience252

How Do Consumers Make Satisfaction or Dissatisfaction Judgments?256

Responses to Dissatisfaction265

Is Customer Satisfaction Enough?267

Disposition268

Questions for Review and Discussion273

Part 4:The Consumer's CultureChapter 10:Consumer Diversity277

Introduction:Connecting with Customers by Focusing on Quincea？era Celebrations277

How Age Affects Consumer Behavior278

How Regional Influences Affect Consumer Behavior289

How Ethnic Influences Affect Consumer Behavior293

The Influence of Religion300

Questions for Review and Discussion302

Chapter 11:Social Class and Household Influences303

Introduction:Marketing to India's Growing Middle Class303

Social Class305

How Social Class Changes over Time310

How Does Social Class Affect Consumption?313

The Consumption Patterns of Specific Social Classes317

How the Household Influences Consumer Behavior322

Roles that Household Members Play328

Questions for Review and Discussion331

Chapter 12:Psychographics Values,Personality,and Lifestyles332

Introduction:The Lure of Luxury versus Back to Basics332

Values334

How Values Can Be Described334

Psychographics:Combining Values,Personality,and Lifestyles358

Questions for Review and Discussion361

Chapter 13:Social Influences on Consumer Behavior362

Introduction:Building Sales by Building Buzz362

Sources of Influence363

Reference Groups as Sources of Influence369

Normative Influence376

Informational Influence382

Descriptive Dimensions of Information384

Questions for Review and Discussion387

Part 5:Consumer Behavior Outcomes and IssuesChapter 14:Adoption of,Resistance to,and Diffusion of Innovations391

Introduction:A Taste for Innovation391

Innovations393

Resistance versus Adoption396

Diffusion402

Influences on Adoption,Resistance,and Diffusion406

The Consequences of Innovations414

Questions for Review and Discussion415

Chapter 15:Symbolic Consumer Behavior416

Introduction:Pampering Pets=Big Business416

Sources and Functions of Symbolic Meaning417

Special Possessions and Brands429

Sacred Meaning435

The Transfer of Symbolic Meaning Through Gift Giving437

Questions for Review and Discussion441

Chapter 16:Ethics,Social Responsibility,and the Dark Side of Consumer Behavior and Marketing442

Introduction:Kids'Food Advertising Goes on a Diet442

Deviant Consumer Behavior444

Ethical Issues in Marketing456

Social Responsibility Issues in Marketing463

Questions for Review and Discussion465

Cases467