Consumer. Buying, Having, and Being. Michael R. Solomon. Saint Joseph's
University and. The University of Manchester (U.K.). PEARSON. Prentice. Hall.
Consumer Buying, Having, and Being Michael R. Solomon Saint Joseph's University and The University of Manchester (U.K.)
PEARSON
Prentice Hall Pearson Education International
Contents
About the Author 11 Preface 13 Acknowledgments 21
SECTION 1 CONSUMERS IN THE MARKETPLACE 29 Chapter 1: Consumers Rule 30
Consumer Behavior as a Field of Study 62 Interdisciplinary Influences on the Study of Consumer Behavior 62 The Issue of Strategic Focus 63 The Issue of Two Perspectives on Consumer Research 64 Taking It from Here: The Plan of the Book 66 Chapter Summary 67 Key Terms 68 Review Questions 68 Consumer Behavior Challenge 69 Case Study 70 Notes 71
Consumer Behavior: People in the Marketplace 32 What Is Consumer Behavior? 33 Consumers Are Actors on the Marketplace Stage 33 Consumer Behavior Is a Process 34 Consumer Behavior Involves Many Different Actors 34
SECTION 2 CONSUMERS AS INDIVIDUALS 75
Consumers' Impact on Marketing Strategy 35 Segmenting Consumers 35 Segmentation Dimensions 37
Chapter 2: Perception 76
Marketing's Impact on Consumers 39
Sensory Systems 79 Hedonic Consumption and the Design Economy 80 Sensory Marketing: Harnessing Perception for Competitive Advantage 81 Vision 82 Smell 84 Hearing 87 Touch 87 Taste 89
The Meaning of Consumption 40 The Global Consumer 43 Blurred Boundaries: Marketing and Reality 45 Marketing Ethics and Public Policy 47 Needs and Wants: Do Marketers Manipulate Consumers? 48 Public Policy and Consumerism 51 The Dark Side of Consumer Behavior 55 Consumer Terrorism 56 Addictive Consumption 57 Compulsive Consumption 58 Consumed Consumers 59 Illegal Activities 60
Introduction 78
Exposure 90 Sensory Thresholds 91 Subliminal Perception 94 Attention 96 Personal Selection Factors 98 Stimulus Selection Factors 99
Contents
Interpretation 99 Stimulus Organization 100 The Eye of the Beholder: Interpretational Biases 102 Semiotics: The Symbols around Us 102 Perceptual Positioning 106 Chapter Summary 107 Key Terms 108 Review Questions 108 Consumer Behavior Challenge 109 Case Study 110 Notes 111
Chapter 3: Learning and Memory 114 Learning 116 Behavioral Learning Theories 117 Classical Conditioning 118 Marketing Applications of Classical Conditioning Principles 121 Instrumental Conditioning 124 Marketing Applications of Instrumental Conditioning Principles 126 Cognitive Learning Theory 126 Is Learning Conscious or Not? 128 Observational Learning 128 Marketing Applications of Cognitive Learning Principles 129 Memory 130 How Information Gets Encoded 130 Memory Systems 131 Storing Information in Memory 134 Spreading Activation 136 Retrieving Information for Purchase Decisions 136 What Makes Us Forget? 138 Products as Memory Markers 139 The Marketing Power of Nostalgia 140 Measuring Our Memory for Marketing Messages 141 Problems with Memory Measures 143 Chapter Summary 145 Key Terms 146 Review Questions 147 Consumer Behavior Challenge 147 Case Study 148 Notes 149
Chapter 4: Motivation and Values 152 Introduction 154 The Motivation Process 154 Motivational Strength 155 Biological versus Learned Needs 155 Needs versus Wants 158 Types of Needs 158 Motivational Conflicts 159 Classifying Consumer Needs 160 Consumer Involvement 163 Levels of Involvement: From Inertia to Passion 164 The Many Faces of In volvemen t 166 Measuring and Enhancing Involvement 169 Consumer-Generated Content 171 Values 173 Core Values 174 How Values Link to Consumer Behavior 176 Sustainability: A New American Core Value? 181 Materialism: "He Who Dies with the Most Toys,Wins" 186 Chapter Summary 189 Key Terms 189
Review Questions 190 Consumer Behavior Challenge 190 Case Study 191 Notes 191
Chapter 5: The Self 194 Perspectives on the Self 196 Does the Self Exist? 196 Self-Concept 197 Self-Esteem 197 Real and Ideal Selves 198 Fantasy: Bridging the Gap between the Selves 198 Multiple Selves 199 Virtual Identity 199 Symbolic Interactionism 202 The Looking-Glass Self 203 Self-Consciousness 204 Consumption and Self-Concept 204 Products That Shape the Self: You Are What You Consume 205 Self/Product Congruence 206 The Extended Self 207 Sex Roles 209 Gender Differences in Socialization 210 Sex-Typed Products 212 Androgyny 212 Female Sex Roles 214
Contents Male Sex Roles 216 Gay, Lesbian, Bisexual, and Transgender (GLBT) Consumers 220 Body Image 221 Ideals ofBeauty 222 Is Beauty Universal? 223 The Western Ideal of Beauty 224 Ideals of Beauty over Time 226 Is the Western Ideal Getting Real? 227 Working on the Body 228 Fattism 229 Body Image Distortions 229 Cosmetic Surgery 230 Body Decoration and Mutilation 231 Tattoos 233 Body Piercing 233 Chapter Summary 234 Key Terms 235 Review Questions 235 Consumer Behavior Challenge 235 Case Study 236 Notes 237
Chapter 6: Personality and Lifestyles 242
Chapter 7: Attitudes 280 The Power of Attitudes 282 The Functions of Attitudes 282 The ABC Model ofAttitudes 284 The Standard Learning Hierarchy 284 The Low-Involvement Hierarchy 285 The Experiential Hierarchy 286 Product Attitudes Don't Tell the Whole Story 286 Attitude toward the Advertisement 287 Ads Have Feelings Too 287 Forming Attitudes 287 All Attitudes Are Not Created Equal 288 Levels of Commitment to an Attitude 288 The Consistency Principle 290 Cognitive Dissonance and Harmony among Attitudes 290 Self-Perception Theory 291 Social Judgment Theory 293 Balance Theory 294 Attitude Models 296 Multiattribute Attitude Models 297 Do Attitudes Predict Behavior? 300 The Extended Fishbein Model 300 Tracking Attitudes over Time 305 Attitude Tracking Studies 305
Personality 244 Consumer Behavior on the Couch: Freudian Theory 244 Changes to Look for over Time 305 Freudian Systems 244 Chapter Summary 306 Neo-Freudian Theories 248 Key Terms 307 Trait Theory 250 Review Questions 307 Are You an Innie or an Outie? 250 Consumer Behavior Challenge 308 Problems with Trait Theory in Consumer Research 257 Case Study 309 Brand Personality 252 Notes 310 Lifestyles and Psychographics 255 Lifestyle: Who We Are, What We Do 255 Chapter 8: Attitude Change and Interactive Lifestyles as Group Identities 256 Products are the Building Blocks of Lifestyles 258 Communications 312 Psychographics 262 The Roots of Psychographics 265 Changing Attitudes Through Communication 314 Doing a Psychographic Analysis 265 Decisions, Decisions: Tactical Communications AIOs 265 Options 314 Uses of Psychographic Segmentation 266 The Elements of Communication 315 Psychographic Segmentation Typologies 267 Geodemography 270 An Updated View: Interactive Communications 315 Food Cultures 271 Chapter Summary 274 Key Terms 275 Review Questions 275 Consumer Behavior Challenge 276 Case Study 277 Notes 278
Who's in Charge of the Remote? 316 New Message Formats 317 The Source 318 Source Credibility 318 The Sleeper Effect 319 Building Credibility 320
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Contents
Hype versus Buzz: The Corporate Paradox 321 Source Attractiveness 323 "What Is Beautiful Is Good" 323 Star Power: Celebrities as Communications Sources 323 Nonhuman Endorsers 324 The Message 326 Sending the Message 327 Vividness 328 Repetition 328 Constructing the Argument 329 One- versus Two-Sided Arguments 329 Drawing Conclusions 330 Comparative Advertising 330 Types of Message Appeals 331 The Message as Art Form: Metaphors Be withYou 335 Forms of Story Presentation 336 The Source versus the Message: Sell the Steak or the Sizzle? 337 The Elaboration Likelihood Model 337 The Central Route to Persuasion 338 The Peripheral Route to Persuasion 338 Support for the ELM 338 Chapter Summary 339 Key Terms 340 Review Questions 340 Consumer Behavior Challenge 340 Case Study 342 Notes 343
Product Choice: Selecting among Alternatives 367 Evaluative Criteria 367 Neuromarketing: How Your Brain Reacts to Alternatives 369 Cybermediaries 371 Relying on a Product Signal 373 Choosing Familiar Brand Names: Loyalty or Habit? 377 Decision Rules We Use When We Care 378 Chapter Summary 381 Key Terms 382 Review Questions 382 Consumer Behavior Challenge 383 Case Study 384 Notes 385
Chapter 10: Buying and Disposing 388 Situational Effects on Consumer Behavior 390 Social and Physical Surroundings 392 Temporal Factors 394 The Shopping Environment 398 When the Going Gets Tough, the Tough Go Shopping 399 E-Commerce: Clicks versus Bricks 400 Atmospherics 406 In-Store Decision Making 408 Postpurchase Satisfaction 412 What Is Quality? 413 Quality Is What We Expect It to Be 413 Product Disposal 416
SECTION 3 CONSUMERS AS DECISION MAKERS 347 Chapter 9: Individual Decision Making 348 Consumers as Problem Solvers 350 Perspectives on Decision Making 350 Types of Consumer Decisions 352 Extended Problem Solving 352 Limited Problem Solving 353 Habitual Decision Making 353 Steps in the Decision-Making Process 354 Problem Recognition 354 Information Search 356 Do Consumers Always Search Rationally? 357 Biases in the Decision-Making Process 358 Identifying Alternatives 363 Categorizing Products 365
Summary 420 Key Terms 4 2 1 Review Questions 4 2 1 Consumer Behavior Challenge 422 Case Study 423 Notes 424
Chapter 11: Group Influence and Opinion Leadership 428 Reference Groups 430 When Are Reference Groups Important? 430 Types of Reference Groups 433 Brand Communities and Consumer Tribes 433 Membership versus Aspirational Reference Groups 435 Positive versus Negative Reference Groups 436 Word-of-Mouth Communication 442 Negative WOM and the Power of Rumors 444 Cutting-Edge WOM Strategies 445 Guerrilla Marketing 449 Viral Marketing 450
Contents
Social Networking and Crowd Power 451 Opinion Leadership 455 The Market Maven 458 The Surrogate Consumer 458
Class Differences in Worldview 524 "What Do You Use That Fork For?" Taste Cultures, Codes, and Cultural Capital 525 Targeting the Poor 528
How Do We Find Opinion Leaders? 459 Chapter Summary 462 Key Terms 463 Review Questions 464 Consumer Behavior Challenge 464 Case Study 465 Notes 466
Targeting the Rich 530 Chapter Summary 536 Key Terms 537 Review Questions 537 Consumer Behavior Challenge 538 Case Study 538 Notes 539
Chapter 12: Organizational and Household Decision Making 470
Chapter 14: Ethnic, Racial, and Religious Subcultures 542
Organizational Decision Making 472 Organizational Decision Making 473 How Does Organizational Decision Making Compare to Consumer Decision Making? 473
Subcultures, Microcultures, and Consumer Identity 544 Ethnic and Racial Subcultures 546 New Ethnic Groups 548 Ethnic and Racial Stereotypes 549 The "Big Three" American Subcultures 552
The Family Unit 477 The Modern Family 477 Life-Cycle Effects on Buying 484 The Intimate Corporation: Family Decision Making 484 Children as Decision Makers: Consumers-in-Training 490 Chapter Summary 498 Key Terms 499 Review Questions 500 Consumer Behavior Challenge 500 Case Study 502 Notes 503
Religious Subcultures 559 Old and New Religions 560 How Religion Influences Consumption 561 Chapter Summary 565 Key Terms 566 Review Questions 566 Consumer Behavior Challenge 567 Case Study 568 Notes 569
Chapter 15: Age Subcultures 572 Age and Consumer Identity 574
SECTION 4
CONSUMERS AND SUBCULTURES 507 Chapter 13: Income and Social Class 508 Consumer Spending and Economic Behavior 510 Income Patterns 511 Consumer Confidence 513 Social Class 514 Class Structure in the United States 516 Class Structure Around the World 517 The Rise of Mass Class 519 Social Mobility 520 Problems with Social Class Segmentation: A Summary 524 How Social Class Influences Purchase Decisions 524
The Youth Market 576 Teen Values, Conflicts, and Desires 577 Tweens 580 Gen Y 580 Researching the Youth Market 584 The Gray Market 590 Perceived Age: You're Only as Old as You Feel 591 Chapter Summary 595 Key Terms 596 Review Questions 596 Consumer Behavior Challenge 597 Case Study 597 Notes 598
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Contents
SECTION 5 CONSUMERS AND CULTURE 6 0 1 Chapter 16: Cultural Influences on Consumer Behavior 602 Understanding Culture 604 Myths and Rituals 607 Myths 609 Rituals 614 Sacred and Profane Consumption 621 Domains of Sacred Consumption 622 From Sacred to Profane, and Back Again 624 Chapter Summary 626 Key Terms 627 Review Questions 627 Consumer Behavior Challenge 628 Case Study 629 Notes 630
Chapter 17: Global Consumer Culture 632 Creating Culture 633 Cultural Selection 637 Culture Production Systems 638 High Culture and Popular Culture 640 High Art versus Low Art 641 Cultural Formulae 642 Reality Engineering 643 Product Placement 644 The Diffusion of Innovations 648
The Fashion System 653 Cultural Categories 653 Behavioral Science Perspectives on Fashion 655 Cycles of Fashion Adoption 659 Diffusing Product Meanings Globally 664 Think Globally, Act Locally 665 Cultural Differences Relevant to Marketers 668 Does GlobalMarketingWork? 669 The Diffusion of Consumer Culture 670 I'd Like to Buy the World a Coke... 670 Emerging Consumer Cultures in Transitional Economies 671 Chapter Summary 673 Key Terms 675 Review Questions 675 Consumer Behavior Challenge 676 Case Study 677 Notes 678 Glossary 683 Credits 695 Index 697
