Consumer Behavior / Edition 11 available in Hardcover
With a strong empirical and market segmentation approach, this book focuses on how the Internet has changed the way people obtain information about potential purchases, giving readers the most up-to-date material on how technology is changing their lives as consumers. The Thirty-two mini-cases help readers learn by applying the theory, drawing on current business news to demonstrate specific consumer behavior concepts. This edition now includes thirty-two Active Learning mini-cases. A clear consumer decision making model is set out in each chapter to facilitate learningpresented in the first chapter, this model serves as a structural framework for the conceptsthe building blocksexamined in the following chapters. The book's final chapter ties all of these concepts together so readers see the interrelationships and relevance of individual concepts to consumer decision-making.
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About the Author
Leon G. Schiffman , PhD, most recently the J. Donald Kennedy Endowed Chair Distinguished Chaired Professor of Marketing at St. Johns University, The Peter J. Tobin College of Business. He is currently a professor emeritus at the university. He was previously the Lippert Distinguished Scholar of Marketing at the Zicklin School of Business of Baruch College of the City University of New York. In addition, he was Professor and Chairperson of the Marketing Department at the Graduate School of Management at Rutgers University, and a member of the faculty at Pace University.
Professor Schiffman is a nationally recognized expert on the behavior of the older consumer since his pioneering research on the psychological and sociological aspects of perceived age and innovative behavior of this segment. He has been published in numerous major marketing journals on a wide variety of topics and is frequently referenced by other researchers. He has spoken at over 100 national and international conferences in 35 countries. He has coauthored Consumer Behavior (Pearson), for all of its twelve editions, which have been translated into several international editions and have been adopted by over 175 higher education institutions in the US.
The recipient of various awards and honors, Dr. Schiffman has also participated in more than 60 PhD dissertation committees, 25 of which he chaired. As a research practitioner, he founded a market research company where he has conducted qualitative and lifestyle research and strategic planning for such national and international firms as AT&T, Citibank, The Hertz Corporation, Lever Brothers, Mobil Oil, and Patek Phillipe. He has also served on several boards of directors. Currently he serves on the board of directors of the Mandl Medical College.
Joe Wisenblit received his PhD and Master of Philosophy from the City University of New York, and his MBA and BBA from Baruch College. He has gained national and global recognition for his research into crisis communications, voluntary simplicity, economic stagflation, marketing solar energy, targeting mature consumers, and services marketing. His research spans across managerial and pedagogical facets and has been featured in top-tier scholarly journals and presented in scores of conferences and seminars.
Dr. Wisenblit’s landmark framework on integrating technology into the marketing curriculum, published in the Journal of Marketing Education, received an outstanding article award and has remained one of marketing’s most widely cited pedagogical works. Presently, his research is focused on targeting children on the internet and via mobile devices, including the impact of parental styles and children’s responses to mobile gaming apps developed by marketers. He is also completing an MFA in creative writing at Columbia University and writing fiction and nonfiction for children and young adults.
Table of ContentsPART I. INTRODUCTION.
1. Introduction: Diversity in the Marketplace.
2. Consumer Research.
3. Market Segmentation.
PART II. THE CONSUMER AS AN INDIVIDUAL.
4. Consumer Motivations.
5. Personality and Consumer Behavior.
6. Consumer Perception.
7. Consumer Learning.
8. Consumer Attitude Formation and Change.
9. Communication and Consumer Behavior.
PART III. CONSUMERS IN THEIR SOCIAL AND CULTURAL SETTINGS.
10. Reference Groups and Family Influences.
11. Social Class and Consumer Behavior.
12. The Influence of Culture on Consumer Behavior.
13. Subcultures and Consumer Behavior.
14. Cross-Cultural Consumer Behavior: An International Perspective.
PART IV. THE CONSUMER'S DECISION MAKING PROCESS.
15. Consumer Influence and the Diffusion of Innovations.
16. Consumer Decision Making.
In this eighth edition of Consumer Behavior, we examine the full range of consumer behavior within the context of .the expanding influence of the high-tech global environment in which we live. Indeed, the current edition represents our own transition in writing a book that has been researched almost entirely through electronic means from a vast array of global library sources and services. We have been greatly influenced in our thinking and writing by the impact that the Internet has had on consumer information, decision making, and purchasing options. This is reflected in the substantial increase in attention that we have given to consumers' behavior on the Internet, and the importance and power of the Internet as both a channel of information and a channel of distribution.
In this new edition, we have intensified our emphasis on marketing strategy, using both a theoretical and applications-oriented approach. Always true believers in the marketing concept, we have tried our best to meet the needs of our consumers--students, marketing practitioners, and professors of consumer behavior--by providing a text that is highly readable and that clearly explains the relevant and timely concepts on which the discipline of consumer behavior is based. We have supplemented this material with a great many real-world examples in order to demonstrate how consumer behavioral concepts are used by marketing practitioners to solve marketing problems and to develop and implement effective marketing strategies.
To make the eighth edition as useful as possible to both graduate and undergraduate students, we have sought to maintain an even balance of basic behavioralconcepts, research findings, and applied marketing examples. We remain convinced that effective market segmentation provides the structure and direction for successful market practice; to this end, we have paid particular attention to revising and refining the discussion of market segmentation.
Overview of Major Changes
The text has been thoroughly updated and revised, yet substantially shortened to focus attention on critical consumer behavior concepts and to highlight the linkages between interrelated principles and processes. Some of the major changes include:
- A major focus on how the Internet has changed the way people obtain product and service information and make purchases almost anywhere in the world.
- The addition of thirty-two short cases, two per chapter, to help students learn by applying behavioral concepts to real-world business problems. These cases consider such things as product testing on the Internet, purchasing medicine online from another country, and customization.
- An enhanced global outlook that fosters a richer understanding of the dynamics of cultural differences and enhances students' appreciation of the universality of consumer behavior.
- Streamlined coverage through a slimmed-down edition designed to encourage and maintain student interest with a lively discussion of timely issues and cur rent marketing applications.
- A comprehensive model, built on the simple model presented in the first chapter, highlighting the interrelationships between and among the concepts examined throughout the book and both simplifies and facilitates retention of the material covered.
Organization of the Text
This eighth edition of Consumer Behavior is divided into four parts, consisting of 16 chapters. Part I provides the background and tools for a strong and comprehensive understanding of the consumer behavior principles examined throughout the rest of the book. Chapter 1, The Impact of the Digital Revolution on Consumer Behavior, sets the tone for the book. It introduces the reader to the study of consumer behavior, its diversity, its development, and the latest evolution of the marketing concept and examines how companies use past consumption behavior as the foundation for creating and keeping satisfied and profitable lifetime customers. The chapter also introduces a simple model of consumer decision making that provides a structural framework for understanding the interrelationships among the consumer behavior principles examined throughout the book. Chapter 2 provides readers with a detailed overview of the critical consumer research process and the techniques associated with consumer behavior research, including a discussion of positivist and interpretivist research methods. Chapter 3 presents a comprehensive examination of the newest insights into effective market segmentation.
Part II discusses the consumer as an individual. Chapter 4 presents an in-depth discussion of consumer needs and motivations, exploring both the rational and emotional bases of consumer actions. Chapter 5 discusses the impact of the full range of personality theories on consumer behavior and explores consumer materialism, fixated consumption, and compulsive consumption behavior. The chapter considers the related concepts of self and self-image and includes an expanded discussion of virtual personality and self. Chapter 6 provides a comprehensive examination of the impact of consumer perception on marketing strategy and the importance of product positioning and repositioning. Chapter 7 examines how consumers learn and discusses behavioral and cognitive learning theories, limited and extensive information processing, and the applications of consumer involvement theory to marketing practice. Chapter 8 offers an in-depth examination of consumer attitudes. Chapter 9 demonstrates that communication is the bridge between individuals and the world and people around them, and includes a timely discussion of advertising, traditional and new media, and the effective use of persuasion.