Critical Thinking In Consumer Behavior: Cases and Experiential Exercises / Edition 1

Critical Thinking In Consumer Behavior: Cases and Experiential Exercises / Edition 1

by Judy F. Graham
     
 

ISBN-10: 0131133225

ISBN-13: 9780131133228

Pub. Date: 02/29/2000

Publisher: Prentice Hall

Product Details

ISBN-13:
9780131133228
Publisher:
Prentice Hall
Publication date:
02/29/2000
Edition description:
Older Edition
Pages:
85
Product dimensions:
8.46(w) x 10.82(h) x 0.21(d)

Table of Contents

I. PERCEPTION, LEARNING AND MEMORY.

 1. Information Overload.

 2. Operant and Classical Conditioning.

 3. Memory Models and Promotional Strategies.

II. CONSUMER MOTIVATION AND PERSONALITY.

 4. The Great Debate.

 5. Appealing to the Id, Superego, and Ego.

 6. Means-End Analysis.

III. CONSUMER ATTITUDES AND ATTITUDE CHANGE.

 7. Multiattribute Model of Attitude Measurement.

 8. Theory of Reasoned Action.

 9. Attitude Change Strategies and the ELM.

IV. CONSUMER DECISION MAKING.

10. Post-purchase: Customer Satisfaction/Retention.

11. Group/Family Decision Making.

12. Decision Rules: Choosing a Digital Camera.

V. CULTURAL, PERSONAL, AND GROUP INFLUENCES.

13. Reference Groups I: Forms of Influence.

14. Reference Groups II: Types of Groups.

15. Culture and Consumer Behavior.

VI. RESEARCHING CONSUMER BEHAVIOR.

16. The Diversity of Consumer Behavior.

17. Information Display Board.

18. Motivation Research—Projective Techniques.

VII. SEGMENTING, TARGETING, POSITIONING, AND THE DIFFUSION OF INNOVATION.

19. Positioning Strategies.

20. Diffusion of Innovations.

21. VALS Segmentation Categories.

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