William Wilkie has succeeded in writing a book on consumer behavior that is stimulating, provides clear explanations, and is a pleasure to read. Considering such issues as why people buy some products and not others, why some consumers spend frugally while others run up large debts, what role the marketing system plays in consumer behavior, and how a marketer actually influences a consumer, it includes the best and useful frameworks and marketing ''rules of thumb'' that tie concepts together and apply them to the reality of the marketer's role. In this Second Edition, topical coverage has been organized more clearly and coverage of market segmentation has been greatly expanded. A section on organizational buying behavior had been added, and the expanded ''notes'' section has been placed at the back of the book for easy access.
Table of Contents
INTRODUCTION TO THE FIELD OF CONSUMER BEHAVIOR.
Consumer Behavior as a Body of Knowledge.
Marketers' and Consumers' Views of Consumer Behavior.
Aggregate Perspectives of Consumer Behavior.
The Consumer Marketplace.
INTERNAL PROCESS OF CONSUMER BEHAVIOR.
Consumers as Individuals.
Understanding Consumer Motivation.
Consumer Personality, Values, and Involvement.
Consumer Perception: Selecting Consumer Stimuli.
Consumer Perception: Interpreting Consumer Stimuli.
EXTERNAL INFLUENCES ON CONSUMER BEHAVIOR.
Cultural Influences on Consumer Behavior.
Cross-Cultural and Symbolic Dimensions of Consumer Behavior.
Social and Situational Influences on Consumer Behavior.
Household Influences on Consumer Behavior.
Salespersons' Influences on Consumer Behavior.
Advertising's Influences on Consumer Behavior.
CONSUMER DECISION PROCESSES.
Consumer Decision Processes Prepurchase Issues.
Consumer Decision Processes Purchase Decisions.
Consumer Decision Processes Postpurchase Decisions.
SPECIAL TOPICS IN CONSUMER BEHAVIOR.
Public Policy Perspectives on Consumer Behavior.
Organizational Buying Behavior.