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Cover

Consumer Behavior and Insights

Diane Phillips

Publication Date - February 2021

ISBN: 9780190857134

576 pages
Paperback
8 x 10 inches

In Stock

Retail Price to Students: $169.99

Presents students with a holistic, research-based approach to how people consume in the United States and abroad

Description

Consumer Behavior and Insights presents a new approach to teaching consumer behavior. Author Diane M. Phillips moves beyond traditional psychological learning to acknowledge more holistic perspectives of consumer behavior, incorporating new areas of research, such as neuromarketing, sustainability, and artificial intelligence. This text includes the latest behavioral, psychological, and sociological approaches to elucidate important concepts and models of consumer decision-making. Importantly, the book draws important executive, research, and consumer insights to bring these concepts and models to life. The book sets theory in context through extensive use of US and international examples and extended cases.

About the Author(s)

Diane M. Phillips is Professor in the Marketing Department at Saint Joseph's University.

Reviews

"Consumer Behavior and Insights flows logically and progressively. The text is loaded with key subject terms, relevant examples, and supporting research insights. Most importantly, it clearly explains the underlying influences and motivations that drive consumer behavior."--Lee Boggs, West Virginia University

"The research cited within each chapter is very current and high profile, and the examples are plentiful. There is no shortage of material on any topic discussed by the text. In fact, I myself learned a few things I wasn't aware of!"--Chrissy Martins, Iona College

"Consumer Behavior and Insights is written in a way that will resonate with students; the writing is very understandable and engaging. It has good variety of application-type features such as 'consumer insights,' references to articles, and 'practitioner insights.' Its balance of theory and application is one of the strengths of the book."--Elaine Notarantonio, Bryant University

Table of Contents

    Preface xiii
    Guided tour of the book xx
    Guided tour of the Online Resource Center xxii
    Acknowledgments xxiv

    PART 1 ESTABLISHING A FRAMEWORK

    Chapter 1 HISTORICAL PERSPECTIVES ON CONSUMPTION
    BEFORE WE GET STARTED
    In the beginning: Early consumption practices
    Developing an understanding of consumption
    Revolutionary advancements in consumption
    Too much consumption?
    The evolution of the shopping experience
    The rise of the empowered shopper
    RESEARCH PERSPECTIVES
    Behavioral research-a focus on what consumers do
    Cognitive research-a focus on how consumers process information
    Motivational research-a focus on a consumer's desires and feelings
    Motivational research gains a following
    Limitations of motivational research
    THE RISE OF CONSUMERISM
    CLASSIFYING CONSUMERS
    THE POSTMODERN CONSUMER
    Post postmodernism
    CREATING INSIGHTS ABOUT CONSUMERS
    SUMMARY
    KEY INSIGHTS:
    Insights from the Field 1.1 A revolution in the kitchen
    Insights from the Field 1.2 Status and consuming
    Insights from the Field 1.3 Consumers can buy some surprising things from vending machines
    Insights from Academia 1.1 When the going gets tough, the tough go shopping for . . .
    Insights from Academia 1.2 Why we want busy people around us
    Insights from the Boardroom 1 Getting deep insights takes some creativity
    Insights from Academia 1.3 So, this is your idea of fun?
    Case Study 1 Consumers push for microbead ban

    Chapter 2 CONTEMPORARY PERSPECTIVES OF CONSUMPTION
    BEHAVIORAL ECONOMICS
    Value and exchange
    Two modes of thinking: automatic and reflective modes
    Mental accounting
    Loss aversion
    Norms
    Defaults
    Priming
    EXPERIENTIAL MARKETING
    CONSUMER CULTURE THEORY
    INNOVATION AND CONSUMER BEHAVIOR
    The socio-cultural context of technology
    Types of technological innovations
    Adoption of new innovations
    The impact on consumption
    ONLINE SOCIAL NETWORKS
    SUMMARY
    KEY INSIGHTS:
    Insights from Academia 2.1 Pay your taxes on time. Your neighbor did!
    Insights from the Field 2.1 Nudging consumers toward healthier decisions
    Insights from the Field 2.2 Priming in action
    Insights from Academia 2.2 So cute I could eat it up!
    Insights from the Boardroom 2 What is the authentic Fiji experience? It depends on who you ask.
    Insights from Academia 2.3 How many “likes” can I get for losing five pounds?
    Insights from Academia 2.4 Tailgating at the big game
    Insights from the Field 2.3 The technologically-empowered customer
    Insights from the Field 2.4 Some people are just not “blown away” by wind
    Insights from the Field 2.5 LEGO and social networking
    Case Study 2 Virtual reality brings consumption closer

    Chapter 3 CONSUMER RESEARCH
    THE CONSUMER RESEARCH PROCESS
    Why conduct consumer research?
    Two broad research orientations
    Overview of the five-step consumer research process
    Identify the problem
    Select the perspective
    Collect the data
    Analyze the data
    Develop consumer insights
    Create a feedback loop
    CONSUMER RESEARCH PERSPECTIVES
    Behavioral research
    Cognitive research
    Motivational research
    SUMMARY
    KEY INSIGHTS:
    Insights from the Field 3.1 Hot dogs, popcorn, or grasshoppers?
    Insights from Academia 3.1 Marketers learn more from brains than from people
    Insights from the Field 3.2 “We're dog people. Crazy dog people.”
    Insights from Academia 3.2 “Obviously, all the cool kids have iPhones”
    Insights from Academia 3.3 You saw that, right?
    Insights from the Boardroom 3 Sometimes a research projects needs to be tackled with multiple methods
    Insights from the Field 3.3 Captain Kirk to Trekkies: Get a life!
    Case Study 3 Google Glass

    PART 2 CONSUMPTION: A MICRO PERSPECTIVE

    Chapter 4 PERCEPTUAL PROCESSES
    THE PERCEPTUAL PROCESS
    Exposure
    Sensation and the perceptual process
    Sight
    Sound
    Smell
    Touch
    Taste
    Sensory thresholds
    Adaptation
    Attention
    Attracting attention
    Using shock to attract attention
    Interpretation
    Principle of closure
    Principle of similarity
    Principle of proximity
    Principle of figure and ground
    Response
    MARKETING AND PERCEPTION
    Perceived risk
    Perceptual/positioning maps
    Repositioning
    Price perception
    Semiotics
    SUMMARY
    KEY INSIGHTS:
    Insights from Academia 4.1 Want to look taller? Wear a bright color!
    Insights from Academia 4.2 It's just too pretty!
    Insights from the Field 4.1 Spotting your favorite coffee shop
    Insights from the Field 4.2 Are you a high need-for-touch consumer?
    Insights from the Boardroom 4 Guess who is coming to dinner?
    Insights from Academia 4.3 If you could feel or taste the color red, you might just purchase more red stuff!
    Insights from the Field 4.3 Step one in selling men's deodorant: attract the attention of women
    Insights from Academia 4.4 Don't go shopping after a scary movie!
    Insights from the Field 4.4 Repositioning for health and fitness
    Insights from Academia 4.5 Would you ever sell your grandma's wedding ring?
    Case Study 4 Challenge to all sneakerheads: get the limited-edition Air Jordans and avoid the fakes

    Chapter 5 LEARNING AND MEMORY
    LEARNING
    BEHAVIORAL LEARNING
    Classical conditioning
    First-order conditioning
    Higher-order conditioning
    Stimulus generalization
    Stimulus discrimination
    Operant conditioning
    Reinforcement schedules
    Learning history
    COGNITIVE LEARNING
    Observational learning
    Incidental learning
    Information processing
    MEMORY
    Memory systems
    Sensory memory
    Short-term memory
    Long-term memory
    Organization of long-term memory
    RETRIEVAL OF MEMORY
    Explicit and implicit memory
    Techniques to help memory retrieval
    Repetition and spacing
    Duration and position
    Pictorial and verbal cues
    SUMMARY
    KEY INSIGHTS:
    Insights from Academia 5.1 Too much information-I quit!
    Insights from the Field 5.1 Matching celebrity endorsers to products
    Insights from the Field 5.2 Don't even try it: passing off can land a company in big trouble
    Insights from Academia 5.2 To return or not return?
    Insights from Academia 5.3 That restaurant always has long lines . . . it must be good!
    Insights from Academia 5.4 For green consumption, the type of learning matters!
    Insights from the Boardroom 5 What consumers say they're thinking is often quite different from what they're really thinking
    Insights from the Field 5.3 Bilingualism and the brain
    Insights from Academia 5.5 Your great memory means you are more likely to be bored
    Insights from the Field 5.4 Horrible Histories makes learning fun
    Insights from Academia 5.6 The trouble with eyewitnesses
    Case Study 5 Will consumers accept Vibram's FiveFinger shoe as casualwear?

    Chapter 6 PERSONALITY, SELF, AND MOTIVATION
    DIFFERENT PERSPECTIVES ON PERSONALITY AND SELF
    Psychological perspectives on personality
    Psychoanalytic theories
    The trait-based view of personality
    Brand personality and traits
    A social perspective on personality
    Symbolic interactionism
    Multiplicity of self
    Personality and self in marketing practice
    Symbolic consumption
    Consumer identity and corporate values
    Psychographics
    MOTIVATION
    Needs and wants
    Motivational conflict
    Maslow's hierarchy of needs
    Motivation research
    SUMMARY
    KEY INSIGHTS:
    Insights from the Boardroom 6 Don't even think about portraying older Americans as “old”
    Insights from Academia 6.1 Brand-aid
    Insights from Academia 6.2 Better go now before it's too late
    Insights from the Field 6.1 The self in the virtual world
    Insights from the Field 6.2 Why don't more men study abroad?
    Insights from the Field 6.3 It has never been about the clothing
    Insights from Academia 6.3 Going to the movies alone?
    Insights from Academia 6.4 Do you have enough self-control to eat kale?
    Insights from Academia 6.5 Bring your bag or pay a tax!
    Insights from the Field 6.4 Employing qualitative research methods
    Case Study 6 Insights into the changing Indian consumer

    Chapter 7 ATTITUDES AND BEHAVIORS
    WHAT IS AN ATTITUDE?
    THE BUILDING BLOCKS OF ATTITUDES
    The tricomponent attitude model
    Hierarchy of effects
    THE PURPOSE AND ROLE OF ATTITUDES
    Balance theory of attitudes
    The functional theory of attitudes
    THE THREE MAIN THEORIES OF ATTITUDES
    The expectancy-value model
    The theory of reasoned action
    The theory of planned behavior






    Compensatory and noncompensatory models
    Critique of multiattribute models of attitudes
    ATTITUDE AND BEHAVIOR CHANGE
    Changing the basic motivational function
    Altering components of the multiattribute model
    Elaboration on the information
    SUMMARY
    KEY INSIGHTS:
    Insights from the Field 7.1 Attitudes about consumer credit and debt
    Insights from Academia 7.1 Trust your gut
    Insights from the Field 7.2 Parents to coaches: No way!
    Insights from Academia 7.2 Advice to socially-conscious companies: send stuff, not money
    Insights from the Field 7.3 Lowe's responds to attitudes towards home renovations
    Executive Insights from the Boardroom 7 Do we live in a melting pot or a salad bowl?
    Insights from Academia 7.3 Events are more enjoyable when you wait to post about them
    Insights from the Field 7.4 Attitudes toward safe driving
    Case Study 7 So, you're thinking about getting your MBA. . .

    Chapter 8 DECISION-MAKING AND INVOLVEMENT
    CONSUMER DECISION-MAKING
    Problem recognition
    Information search
    Evaluation of alternatives
    Choice
    Postpurchase behavior
    Satisfaction and attribution assessments
    Disposal of goods
    Other postpurchase behaviors
    INVOLVEMENT AND CONSUMER DECISION-MAKING
    Learning
    The choice context
    Other forms of involvement
    Increasing customer involvement
    SHOPPING BEHAVIOR
    Shopping motivations
    Personal motives for shopping
    Social motives for shopping
    Blended shopping
    Impulse purchasing
    WHEN CHOOSING IS A PROBLEM
    Satisficing and maximizing
    Heuristics
    Anchoring and framing
    SUMMARY
    KEY INSIGHTS:
    Insights from Academia 8.1 Do you think you're easily persuaded by advertising?
    Insights from the Field 8.1 Consumer decision journeys
    Insights from the Field 8.2 To boycott or not to boycott: it depends on your politics
    Insights from Academia 8.2 Really? I don't remember that!
    Insights from Academia 8.3 Tell me a story!
    Insights from the Field 8.3 Using emotions to increase involvement
    Insights from the Field 8.4 Identifying the right celebrity endorsers is no easy task
    Insights from the Boardroom 8 There is no such thing as a casual hockey fan
    Insights from Academia 8.4 Is it possible to be both fashionable and sustainable?
    Insights from the Field 8.5 Who are the bargain shoppers? You might be surprised.
    Case Study 8 High-involvement soap? Really?

    PART 3 CONSUMPTION: A MACRO PERSPECTIVE

    Chapter 9 PATTERNS OF BUYER BEHAVIOR
    TRACKING BUYER BEHAVIOR
    Panel data
    Purchase frequency
    The nature of the market
    Explaining why consumers buy
    The Pareto principle
    The law of buyer moderation
    The duplication of purchases principle
    INFLUENCING CONSUMER BEHAVIOR
    Segmenting customers
    Differentiating the brand
    Making the brand distinctive
    Encouraging greater engagement with the brand
    Fostering relationships with the brand
    Brand affinity
    Brand love
    Brand addiction
    SUMMARY
    KEY INSIGHTS:
    Insights from Academia 9.1 When should apps be free?
    Insights from Academia 9.2 Organic consumers, please step forward!
    Insights from Academia 9.3 Copycat brands damage national brands
    Insights from the Field 9.1 Using consumer panels to explain green consumption
    Insights from the Field 9.2 Do consumers buy more soup in the winter?
    Insights from the Field 9.3 CEOs behaving badly: Does it change consumer attitudes and behaviors?
    Insights from the Boardroom 9 Marketing for the Denver Broncos: easiest job in the National Football League?
    Insights from the Field 9.4 This is not your mother's retail store
    Insights from the Field 9.5 When higher prices lead to higher sales
    Case Study 9 Shopping in China is different than you think

    Chapter 10 SOCIAL STRUCTURES AND PROCESSES
    REFERENCE GROUPS
    Types of reference groups
    Reference group influence
    Mechanisms of reference group influence
    Public versus private consumption
    Development of conformity
    SOCIAL POWER AND REFERENCE GROUPS
    OPINION LEADERS AND OPINION SEEKERS
    Opinion leaders and information flow
    Expert influencers
    Trendsetters and coolhunters
    WORD OF MOUTH INFLUENCE
    Getting to know the power of WOM
    Endogenous versus Exogenous

    Initiating WOM
    The world is flat
    Crowdsourcing and user-generated content
    The role of social media
    THE FAMILY
    Family structure and roles
    Children and advertising
    Sociocultural trends and the family
    A more multicultural America
    More single-parent households
    Older first-time parents
    Lower birth rates
    SOCIAL CLASS AND CONSUMPTION
    SUMMARY
    KEY INSIGHTS:
    Insights from Academia 10.1 Are you a Coke or a Pepsi person?
    Insights from Academia 10.2 Does your product have a face?
    Insights from the Field 10.1 Social media tribes
    Insights from the Field 10.2 Have you seen their sushi bar? Word of mouth at Wegmans
    Insights from the Field 10.3 Every time you go awayEL
    Insights from Academia 10.3 Should we order pizza or Thai tonight?
    Insights from the Boardroom 10 It's not the destination, it's the journey
    Case Study 10 Tobacco is the only product that, if used correctly, will kill you

    Chapter 11 CULTURE
    WHAT IS CULTURE?
    Culture is learned
    The basic characteristics of culture
    MAKING SENSE OF CULTURE: MYTHS AND RITUALS
    Myths are stories that convey meaning
    Rituals are behaviors that reinforce and move meaning
    Elements of the ritual
    The cultural production system
    The cultural system
    CLASSIFICATION OF CULTURES
    Individualism and collectivism
    Multidimensional view of cultural values
    Critiques of Hofstede
    CULTURE AND CONSUMPTION
    Sacred and profane consumption
    Sacralization and desacralization
    SUBCULTURES
    Subcultures based on demographic characteristics
    Age-based subcultures
    Ethnic and racial subcultures
    Subcultures based on gender and gender identity
    Subcultures based on consumption communities
    Subcultures of consumption
    Brand communities
    Consumer tribes
    SUMMARY
    KEY INSIGHTS
    Insights from Academia 11.1 Consumers caught in the middle
    Insights from the Field 11.1 Archetypes and myths at the gym
    Insights from Academia 11.2 Is graffiti really just a rite of passage?
    Insights from Academia 11.3 The branding of the queen
    Insights from the Field 11.2 Cultural innovations are opportunities for marketers
    Insights from the Field 11.3 Thought about growing a beard?
    Insights from the Field 11.4 Lost in translation
    Insights from the Boardroom 11 Any road will get you there if you're not sure where you're going
    Insights from the Field 11.5 “I will what I want”
    Case Study 11 Cultural and subcultural influences at Free People

    PART 4 WHERE DO WE GO FROM HERE?

    Chapter 12 ETHICS AND SOCIAL RESPONSIBILITY
    ETHICAL FRAMEWORKS
    Utilitarianism
    The common good
    The tragedy of the commons
    Marketing and the common good
    THE CONSUMER CONNECTION
    Trends that raise ethical questions or dilemmas
    Materialism
    Compulsive buying
    Theft
    Obesity
    Gambling disorder
    Excessive alcohol consumption
    Trends that are a reaction to ethical questions or dilemmas
    Mindful consumption
    Sustainable consumption
    Voluntary simplicity
    CORPORATE SOCIAL RESPONSIBILITY
    Using versus not using corporate social responsibility to guide corporate behavior
    Do customers really care?
    SUMMARY
    KEY INSIGHTS:
    Insights from Academia 12.1 Why do some consumers find an experience exciting and fun, while others find it ethically wrong?
    Insights from the Field 12.1 Ubuntu
    Insights from Academia 12.2 Brands that lie, cheat, and steal . . . and the consumers who punish them for it
    Insights from Academia 12.3 Mom, if you love me, you'll buy this for me!
    Insights from the Field 12.2 The Free Hugs Project
    Insights from the Field 12.3 Do you recycle in the shower?
    Insights from Academia 12.4 Blue is greener than green
    Insights from the Field 12.4 Picture a warmer future
    Insights from the Boardroom 12 Vanilla gets no respect
    Case Study 12 Eliminating the idea of waste

    Chapter 13 WHAT'S TRENDING IN CONSUMER BEHAVIOR
    TRENDS IN CONSUMER RESEARCH
    Use of new technologies
    Continuous data collection
    Expansion of research focus
    CONSUMER TRENDS
    The empowered consumer
    The sharing economy
    The frugal consumer
    Concerns about privacy
    Sustainable consumption
    Authentic consumption experiences
    TECHNOLOGICAL TRENDS

    SUMMARY
    KEY INSIGHTS:
    Insight from Academia 13.1 So, you're thinking about a Pepsi? Yeah, we already knew that.
    Insights from the Boardroom 13 Baking “optimization” into a customer's search experience
    Insights from the Field 13.1 Netflix knows when a movie is too scary for you to finish
    Insights from the Field 13.2 Renting a Rolex
    Insights from Academia 13.2 That's so me!
    Insights from the Field 13.3 Thinking outside the bottle
    Insights from Academia 13.3 New England barbecue? No thanks!
    Insights from the Field 13.4 Enhancing visitor engagement with social media
    Insights from Academia 13.4 It was almost like I was there!
    Case Study 13 Your DNA can help catch a criminal

    Glossary
    Index