Part 1: An Introduction to Consumer Behavior
Chapter 1 Understanding Consumer Behavior
1-1 Defining Consumer Behavior
1-2 What Affects Consumer Behavior?
1-3 Who Benefits from the Study of Consumer Behavior?
1-4 Making Business Decisions Based on the Marketing Implications of Consumer Behavior
Summary
Endnotes
Appendix Developing Information About Consumer Behavior
Part 2: The Psychological Core
Chapter 2 Motivation, Ability, and Opportunity
2-1 Consumer Motivation and Its Effects
2-2 What Determines Motivation?
2-3 Consumer Ability: Resources to Act
2-4 Consumer Opportunity
Summary
Endnotes
Chapter 3 From Exposure to Comprehension
3-1 Exposure and Consumer Behavior
3-2 Attention and Consumer Behavior
3-3 Perception and Consumer Behavior
3-4 Comprehension and Consumer Behavior
Summary
Endnotes
Chapter 4 Memory and Knowledge
4-1 What Is Memory?
4-2 Knowledge Content, Structure, and Flexibility
4-3 Memory and Retrieval
Summary
Endnotes
Chapter 5 Attitudes Based on High Effort
5-1 What Are Attitudes?
5-2 The Cognitive Foundations of Attitudes
5-3 How Cognitively Based Attitudes are Influenced
5-4 The Affective (Emotional) Foundations of Attitudes
5-5 How Affectively Based Attitudes Are Influenced
5-6 Attitude Toward the AD
5-7 When Do Attitudes Predict Behavior?
Summary
Endnotes
Chapter 6 Attitudes Based on Low Effort
6-1 High-Effort Versus Low-Effort Routes to Persuasion
6-2 Unconscious Influences on Attitudes When Consumer Effort Is Low
6-3 Cognitive Bases of Attitudes When Consumer Effort Is Low
6-4 How Cognitive Attitudes Are Influenced
6-5 Affective Bases of Attitudes When Consumer Effort Is Low
6-6 How Affective Attitudes are Influenced
Summary
Endnotes
Part 3: The Process of Making Decisions
Chapter 7 Problem Recognition and Information Search
7-1 Problem Recognition
7-2 Internal Search: Searching for Information from Memory
7-3 External Search: Searching for Information from the Environment
Summary
Endnotes
Chapter 8 Judgment and Decision-Making Based on High Effort
8-1 High-Effort Judgment Processes
8-2 High-Effort Decisions and High-Effort Decision-Making Processes
8-3 Deciding What Brand to Choose: Thought-Based Decisions
8-4 Deciding What Brand to Choose: High-Effort Feeling-Based Decisions
8-5 Additional High-Effort Decisions
8-6 What Affects High-Effort Decisions?
Summary
Endnotes
Chapter 9 Judgment and Decision-Making Based on Low Effort
9-1 Low-Effort Judgment Processes
9-2 Low-Effort Decision-Making Processes
9-3 Learning Choice Tactics
9-4 Low-Effort Thought-Based Decision-Making
9-5 Low-Effort Feeling-Based Decision-Making
Summary
Endnotes
Chapter 10 Post-Decision Processes
10-1 Post-Decision Dissonance and Regret
10-2 Learning from Consumer Experience
10-3 How Do Consumers Make Satisfaction or Dissatisfaction Judgments?
10-4 Responses to Dissatisfaction
10-5 Is Customer Satisfaction Enough?
10-6 Disposition
Summary
Endnotes
Part 4: The Consumer’s Culture
Chapter 11 Social Influences on Consumer Behavior
11-1 Sources of Influence
11-2 Reference Groups as Sources of Influence
11-3 Normative Influence
11-4 Informational Influence
Summary
Endnotes
Chapter 12 Consumer Diversity
12-1 How Age Affects Consumer Behavior
12-2 How Gender and Sexual Orientation Affect Consumer Behavior
12-3 How Regional Influences Affect Consumer Behavior
12-4 How Ethnic and Religious Influences Affect Consumer Behavior
Summary
Endnotes
Chapter 13 Household and Social Class Influences
13-1 How the Household Influences Consumer Behavior
13-2 Roles that Household Members Play
13-3 Social Class
13-4 How Does Social Class Affect Consumption?
13-5 The Consumption Patterns of Specific Social Classes
Summary
Endnotes
Chapter 14 Psychographics: Values, Personality, and Lifestyles
14-1 Values
14-2 Personality
14-3 Lifestyles
14-4 Psychographics: Combining Values, Personality, And Lifestyles
Summary
Endnotes
Part 5: Consumer Behavior Outcomes and Issues
Chapter 15 Innovations: Adoption, Resistance, and Diffusion
15-1 Innovations
15-2 Resistance Versus Adoption
15-3 Diffusion
15-4 Influences on Adoption, Resistance, and Diffusion
Summary
Endnotes
Chapter 16 Symbolic Consumer Behavior
16-1 Sources and Functions of Symbolic Meaning
16-2 Special Possessions and Brands
16-3 Sacred Meaning
16-4 The Transfer of Symbolic Meaning Through Gift Giving
Summary
Endnotes
Chapter 17 Marketing, Ethics, and Social Responsibility in Today’s Consumer Society
17-1 In Search of Balance
17-2 Marketing Ethics, Consumer Ethics, and Deviant Consumer Behavior
17-3 Social Responsibility Issues in Marketing
17-4 How Can Consumers Resist Marketing Practices?
Glossary
Name/Author Index
Product Index
Subject Index
Wayne D. Hoyer, University of Texas, Austin
Wayne D. Hoyer holds the James L. Bayless/William S. Farish Fund Chair for Free Enterprise and is Chairman of the Department of Marketing. He received his Ph.D., M.S., and B.S. from Purdue University. His major area of study is consumer psychology and his research interests include consumer information processing and decision making, customer relationship management and new product development, and advertising information processing (including miscomprehension, humor, and brand personality). Dr. Hoyer has published more than 100 articles in academic journals, such as the Journal of Consumer Research, Journal of Marketing Research, Journal of Marketing, Journal of the Academy of Marketing Science, Journal of Retailing, and other marketing and psychology forums. His 1998 article on assortment perceptions (with Susan Broniarczyk and Leigh McAlister) won the 2003 O’Dell Award from the American Marketing Association. He has also been the Montezemolo Visiting Research Fellow in the Judge School of Business and is a Visiting Fellow of Sidney Sussex College at the University of Cambridge (UK). Dr. Hoyer has taught internationally at the University of Cambridge (UK), University of Mannheim, the University of Muenster, and the Otto Beisheim School of Management (Germany), the University of Bern (Switzerland), and Thammasat University (Bangkok, Thailand).
Deborah J. MacInnis, University of Southern California
Deborah MacInnis is the Charles L. and Ramona I. Hilliard Professor of Business Administration and Professor of Marketing at USC’s Marshall School of Business. She received her PhD from the University of Pittsburgh. Her work focuses on the role of emotions in consumer behavior and branding. She has received the Journal of Marketing’s Alpha Kappa Psi and Maynard Awards for the papers that make the greatest contribution to marketing thought as well as the Long-Term Contribution Award from the Review of Marketing Research. Dr. MacInnis has served as Co-Editor and Associate Editor of the Journal of Consumer Research and Associate Editor for the Journal of Marketing and the Journal of Consumer Psychology. In addition to co-authoring CONSUMER BEHAVIOR, she has several edited volumes on branding and has an upcoming book on developing, enhancing and leveraging brand admiration. She is former Treasure and President of the Association for Consumer Research and former Vice President of Conferences and Research for the American Marketing Association’s academic council. She is the winner of local and national teaching awards. Dr. MacInnis has also served the Marshall School of Business as Vice of Research and Strategy and Vice Dean of the Undergraduate Program. Her consulting includes work with major consumer packaged goods companies, business-to-business marketers and advertising agencies. She enjoys reading, walking, music, and drawing and adores her family and pets.
Rik Pieters, Tilburg University
Rik Pieters is Professor of Marketing in the Tilburg School of Economics and Management (TISEM) of Tilburg University, the Netherlands. He received his Ph.D. in social psychology from the University of Leiden in 1989. Dr. Pieters believes in interdisciplinary work and that imagination, persistence and openness to surprise are a person’s biggest assets. He has published more than 90 articles in marketing, psychology, economics, and statistics. His work has appeared in Journal of Consumer Psychology, Journal of Consumer Research, Journal of Marketing, Journal of Marketing Research, Marketing Science, Management Science, and International Journal of Research in Marketing. Dr. Pieters has published in the Journal of Personality and Social Psychology, Organizational Behavior and Human Decision Processes, European Journal of Social Psychology, Emotion, Psychological Science, Journal of Economic Literature. His research concerns attention and memory processes in marketing communication and the role of emotions in consumer decision making. He has served as Co-Chair of the Association for Consumer Research annual conference and has co-organized special conferences on visual marketing, social communication, and service marketing and management. He has taught internationally at Pennsylvania State University; University of Innsbruck, Austria; Koc University, Turkey; and the University of Auckland, New Zealand. Dr. Pieters has been Strategy Director for National and International clients at the Prad/FCB Advertising Agency, Amsterdam office. He bakes bread, rides bikes, and drinks hoppy, fermented barley beverages, all except the first in moderation.
