Consumer Behavior: A Strategic Approach / Edition 1

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Tailored for upper-level undergraduate and MBA students, Assael's Consumer Behavior applies behavioral concepts to market strategy (domestic and international) with special emphasis on web-related issues and applications. Assael presents the content from a managerial perspective, focusing on decision making as the framework for understanding consumer behavior. The text also features a unique, three-chapter Marketing Action section, covering marketing communications, marketing segmentation and micromarketing, as well as consumer rights and social responsibility.
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Product Details

  • ISBN-13: 9780618222155
  • Publisher: Cengage Learning
  • Publication date: 7/28/2003
  • Edition description: New Edition
  • Edition number: 1
  • Pages: 631
  • Product dimensions: 8.26 (w) x 10.04 (h) x 1.01 (d)

Table of Contents

Note: Each chapter concludes with a Summary, Questions for Discussion, and Research Assignments. I. Introduction to Consumer Behavior 1. Consumer Behavior: A Managerial Perspective Consumer Behavior and Marketing Action Developing a Consumer-Oriented View of Marketing Strategy: The Marketing Concept Implications for Consumer Behavior Current Trends in Consumer Behavior Consumer Empowerment through the Web The Information Base for Understanding Consumer Behavior Approaches to Studying Consumer Behavior: A Managerial versus a Holistic Approach A Model of Consumer Behavior Organization of This Text II. Consumer Decision Making 2. Complex Decision Making: Purchase and Consumption The Nature of Complex Decision Making Need Arousal Consumer Information Search and Processing Brand Evaluation Purchase and Postpurchase Evaluation The Consumption Experience: Hedonic Consumption and Product Symbolism Complex Decision Making and Store Choice 3. Consumer Learning, Habit, and Brand Loyalty Consumer Learning Habit Brand Loyalty Consumer Loyalty, Consumer Equity, and Micromarketing Store Loyalty Societal Implications of Brand and Store Loyalty 4. Low-Involvement Consumer Decision Making The Nature of Involvement Importance of a Low Involvement Perspective Four Types of Consumer Behavior Unplanned Purchasing Behavior Three Theories of Low-Involvement Consumer Behavior Strategic Implications of Low-Involvement Decision Making Societal Implications of Low-Involvement Decision Making 5. Situational Influences in Decision Making Nature of Situational Influences Types of Situations Characteristics of Consumption and Purchase Situations A Model of Situational Influences Situational Influences on Product Attitudes, Choice, and Decision Making Use of Situational Variables in Marketing Strategy III. The Individual Consumer 6. Consumer Perceptions Marketing Stimuli and Consumer Perceptions Stimulus Characteristics Affecting Perception Consumer Characteristics Affecting Perception Perceptual Selection Perceptual Organization Perceptual Interpretation Price Perceptions 7. Consumer Information Acquisition and Processing Consumer Information Acquisition Consumer Information Processing Strategic Implications of Information Processing Societal Implications of Information Processing 8. Attitude Development and Change The Nature of Consumer Attitudes The Role of Attitudes in Developing Marketing Strategy Relationships of Beliefs, Attitudes, and Behavior Attitude Reinforcement and Change Changing Attitudes Toward Social Issues 9. Demographics and Social Class The Demographic Fragmentation of the American Market Demographic Trends in the American Marketplace Demographic Trends Worldwide Using Demographics to Develop Marketing Strategy Social Class Influences Applications of Social Class to Marketing Strategy 10. Lifestyle and Personality Nature of Lifestyles Measuring Lifestyle Characteristics Changing Lifestyle Trends of American and Global Consumers Personality Limitations of Personality Variables IV. Group and Cultural Influences 11. Cultural Values Culture Influences and Reflects Consumer Behavior A Definition of Cultural Values Characteristics of Cultural Values Traditional American Values Cross-Cultural Values Identifying Cultural Values Linking Cultural Values to Consumer Behavior: The Means-Ends Chain The Cultural Meaning of Products Culture and Consumption Changes in Cultural Values in the United States and Abroad Societal Implications of Cultural Values 12. Subcultural Influences and Age Cohorts The Influence of Subculture on Consumer Behavior Types of Subcultures Age Cohorts Ethnic Subcultures Subcultures of Consumption Societal Implications of Subcultural Influences 13. Cross-Cultural and Global Influences The International Dimensions of Consumer Behavior Cultural Variations Influencing Consumer Behavior Global Influences on Consumer Behavior Strategic Applications of Cross-Cultural and Global Influences Societal Implications of Cross-Cultural Influences 14. Reference-Group Influences When Do Reference Groups Exert Influence? Types of Reference Groups The Nature of Reference Groups The Nature of Web Communities Reference-Group Influences on Consumers Strategic Applications of Reference-Group Influences Societal Implications of Reference-Group Influences 15. Household Decision Making Households in the United States International Households Purchasing Patterns by Household Life Cycles A Model of Household Decision Making Husband-Wife Influences Parent-Child Influences Household Decision Making and Marketing Strategies Societal Implications of Household Influence 16. Group Communications: Word-of-Mouth and Diffusion Processes Word-of-Mouth Communication within Groups Strategic Applications of Word-of-Mouth Communication The Diffusion Process Strategic Applications of Diffusion Theory V. Marketing Action 17. The Marketing Communications Process A Model of Marketing Communications Source Effects in Marketing Communications Effects of the Message Media Effects Consumer Decoding of Marketing Communications Communications Feedback Societal Implications of Marketing Communications 18. Marketing Segmentation and Micromarketing Mass Marketing, Market Segmentation, and Micromarketing Mass Marketing Market Segmentation Micromarketing Positioning Products to Consumer Targets 19. Consumer Rights and Social Responsibility The Consumer Movement The History of the Consumer Movement in the United States History of the Consumer Movement Abroad Consumer Rights in the United States Consumer Rights Abroad Additional Consumer Rights Social Responsibility
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