Consumer Behavior and Insights

Description

Consumer Behavior presents a new approach to teaching consumer behaviour; Szmigin, Piacentini and Phillips move beyond traditional psychological learning to acknowledge more holistic perspectives of consumer behaviour and incorporate new areas of research, such as Consumer Culture Theory. The latest behavioral, psychological and sociological approaches are presented alongside emerging techniques, such as neuromarketing, with their application to marketing explicitly drawn out.
Theory is set in context for students through extensive use of US and international examples and extended cases.

New to this Edition

• The addition of a chapter on social responsibility and ethics that also covers consumer activism and environmental awareness
• Replacement of UK examples with a variety of American examples but maintain some of the better known international examples
• Use American practitioners for all "Practitioner Insight" boxes
• New coverage of these topics: affect, emotion, family decision-making process, irrational consumer behavior, choice architecture, nudging and defaults, celebrity endorsers, social media and eloyalty

Table of Contents

Preface xiii
Guided tour of the book xx
Guided tour of the Ancillary Resource Center xxii
Acknowledgements xxiv
Part 1 Historical and current perspectives on consumption
Chapter 1 A HISTORICAL CONTEXT FOR UNDERSTANDING CONSUMPTION
BEFORE WE GET STARTED
An early history of consumers and consumption
Economists, philosophers, and consumption
Consumption becomes part of everyday life
Conspicuous consumption
Key trends in the development of shopping
New ways to shop
From service to self-service
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
The rise of motivational research
Critiques of motivational research
FROM CONSUMERS TO CONSUMERISM: THE POLITICS OF CONSUMPTION CLASSIFYING CONSUMERS
THE POSTMODERN CONSUMER
Post postmodernism
PERSPECTIVES ON STUDYING CONSUMERS
SUMMARY
KEY INSIGHTS:
Consumer Insight 1.1 How innovation changed the way we eat
Consumer Insight 1.2 Status and consuming
Consumer Insight 1.3 Consumers can buy some surprising things from vending machines
Research Insight 1.1 When the going gets tough, the tough go shopping
Research Insight 1.2 Why we want busy people around us
Executive Insight 1 Getting deep insights takes some creativity
Research Insight 1.3 So, this is your idea of fun?
Consumer Insight 1.4 Sri Lanka's mod-tradi consumer
Case Study 1 Consumers push for microbead ban
Chapter 2 CONTEMPORARY PERSPECTIVES ON CONSUMER BEHAVIOR
THE CONTRIBUTION FROM BEHAVIORAL ECONOMICS
Value and exchange
Automatic and reflective modes
Mental accounting
Incentives and loss aversion
Norms
Defaults
Priming
EXPERIENTIAL MARKETING
CONSUMER CULTURE THEORY
Companies using experiential, ethnographic, and CCT approaches
INNOVATION AND CONSUMER BEHAVIOR
Technology in a sociocultural context
Types of technological innovations
Adoption of new technology
Factors influencing technological impact on consumption
SOCIAL NETWORKS AND CONSUMER BEHAVIOR
SUMMARY
KEY INSIGHTS:
Research Insight 2.1 Pay your taxes on time. Your neighbor did!
Consumer Insight 2.1 Nudging for better health?
Consumer Insight 2.2 How easily are we influenced?
Research Insight 2.2 So cute I could eat it up!
Executive Insight 2 What is the authentic Fiji experience? It depends on who you ask.
Research Insight 2.3 How many "likes" can I get for losing 5 pounds?
Research Insight 2.4 Tailgating at the big game
Consumer Insight 2.3 The empowered customer
Consumer Insight 2.4 Wind farms: good or bad?
Consumer Insight 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?
Overview of the 5-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:
Consumer Insight 3.1 Hotdogs, popcorn, or grasshoppers?
Research Insight 3.1 Marketers learn more from brains than from people
Consumer Insight 3.2 "We're dog people. Crazy dog people."
Research Insight 3.2 "Obviously, all the cool kids have iPhones"
Research Insight 3.3 Careful, your apps may be watching you!
Executive Insight 3 Sometimes a research projects needs to be tackled with multiple methods
Consumer Insight 3.3 Captain Kirk to Trekkies: Get a life!
Case Study 3 Google Glass

Part 2 Micro-view OF CONSUMPTION
Chapter 4 PERCEPTUAL PROCESSES
THE PERCEPTUAL PROCESS
Exposure
Sensation and the perceptual process
Sight
Sound
Smell
Touch
Taste
Sensory thresholds
Adaptation
Attention
Getting the consumer's attention
The use of shock to gain attention
Interpretation
Principle of closure
Principle of similarity
Principle of proximity
Principle of figure and ground
MARKETING AND PERCEPTION
Perceived risk
Perceptual/positioning maps
Repositioning
Price perception
Semiotics
SUMMARY
KEY INSIGHTS:
Research Insight 4.1 Want to look taller? Wear a bright color!
Research Insight 4.2 It's just too pretty!
Consumer Insight 4.1 Spotting your favorite coffee shop
Consumer Insight 4.2 Are you an NFT (need for touch) consumer?
Executive Insight 4 Guess who is coming to dinner?
Research Insight 4.3 If you could feel or taste the color red, you might just purchase more red stuff!
Consumer Insight 4.3 Gaining and retaining attention through social media
Research Insight 4.4 Don't go shopping after a scary movie!
Consumer Insight 4.4 Repositioning Lucozade
Research Insight 4.5 Would you ever sell your grandma's wedding ring?

Case Study 4 Real or fake: how consumers perceive brand symbolism for luxury brands

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
Types of long-term memory
RETRIEVAL OF MEMORY
Explicit and implicit memory
Aiding memory
Repetition and spacing
Duration and position
Pictorial and verbal cues
SUMMARY
KEY INSIGHTS:
Research Insight 5.1 Too much information - I quit!
Consumer Insight 5.1 Celebrity endorsers and classical conditioning
Consumer Insight 5.2 Passing off: Penguin versus Puffin
Research Insight 5.2 To return or not to return?
Research Insight 5.3 That restaurant always has long linesEL it must be good!
Research Insight 5.4 For green consumption, what type of learning matters!
Executive Insight 5 What consumers say they're thinking is often quite different from what they're really thinking
Consumer Insight 5.3 Bilingualism and the brain
Research Insight 5.5 Your great memory means you are more likely to be bored
Consumer Insight 5.4 'Dumb Ways to Die'-learning through songs
Case Study 5 Learning Brazilian

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
Linking identity and values
Psychographics
MOTIVATION
Needs and wants
Motivational conflict
Maslow's Hierarchy of Needs
Motivation research
SUMMARY
KEY INSIGHTS:
Executive Insight 6 Don't even think about portraying older Americans as "old"
Research Insight 6.1 Brand-aid
Research Insight 6.2 Better go now before it's too late
Consumer Insight 6.1 Virtual displays of self
Consumer Insight 6.2 Why don't more men study abroad?
Consumer Insight 6.3 It has never been about the clothing
Research Insight 6.3 Going to the movies alone?
Research Insight 6.4 Do you have enough self-control to eat kale?
Research Insight 6.5 Bring your bag or pay a tax!
Consumer Insight 6.4 The Thematic Apperception Test (TAT)
Case Study 6 What makes the Indian consumer tick?

Chapter 7 ATTITUDE THEORY AND BEHAVIOR CHANGE
WHAT IS AN ATTITUDE?
MAIN COMPONENTS OF ATTITUDES
The tri-component 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 non-compensatory models
Critique of multi-attribute models of attitudes
ATTITUDE AND BEHAVIOR CHANGE
Changing the basic motivational function
Altering components of the multi-attribute model
ELABORATION LIKELIHOOD MODEL
SUMMARY
KEY INSIGHTS:
Consumer Insight 7.1 Attitudes to credit and debt
Research Insight 7.1 Trust your gut
Consumer Insight 7.2 Parents to coaches: No way!
Research Insight 7.2 Want to help? Send stuff, not money.
Consumer Insight 7.3 Attitudes towards tents from a Functional Theory perspective
Executive Insight 7 Do we live in a melting pot or a salad bowl?
Research Insight 7.3 Events are more enjoyable when you wait to post about them
Consumer Insight 7.4 Attitudes towards road safety
Case Study 7 So, you're buying a house

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
How to increase 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:
Research Insight 8.1 Do you think you're easily persuaded by advertising?
Consumer Insight 8.1 Consumer Decision Journeys
Consumer Insight 8.2 Unhappy with your purchase?
Research Insight 8.2 Really? I don't remember that!
Research Insight 8.3 Tell me a story!
Consumer Insight 8.4 How to achieve enduring involvement through emotion
Executive Insight 8 There is no such thing as a casual hockey fan
Case Study 8 High involvement soap? Really?
Part 3 Macro-view OF CONSUMPTION
Chapter 9 PATTERNS OF BUYER BEHAVIOR
TRACKING BUYER BEHAVIOR
Repeat buying over time
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:
Research Insight 9.1 When should apps be free?
Research Insight 9.2 Organic consumers, please step forward!
Research Insight 9.3 Copy-cat brands damage national brands
Consumer Insight 9.1 Using consumer panels to explain green consumption
Consumer Insight 9.2 Do consumers buy more soup in the winter?
Consumer Insight 9.3 CEOs behaving badly: Does it change consumer attitudes & behaviors?
Executive Insight 9 Marketing for the Denver Broncos: Easiest job in the NFL?
Consumer Insight 9.4 This is not your mother's retail store
Consumer Insight 9.5 When higher prices lead to higher sales
Case Study 9 Shopping in China is different than you think

Chapter 10 GROUPS, SOCIAL PROCESSES, AND COMMUNICATIONS
REFERENCE GROUPS
Types of reference groups
Reference group influence
Mechanisms of reference group influence
Public vs. private consumption
Development of conformity
SOCIAL POWER & REFERENCE GROUPS
OPINION LEADERS AND OPINION SEEKERS
Opinion leaders and information flow
Expert influentials
The search for cool
SOCIAL CONNECTEDNESS: THE IMPORTANCE OF WORD OF MOUTH
The power of eWOM
Crowdsourcing and user-generated content
The role of social media
THE FAMILY
Family structure and roles
Children and advertising
Sociocultural trends and the impact on family consumption
A more multicultural America
More single parent households
Older first-time parents
Lower birth rates
SOCIAL CLASS & CONSUMPTION
SUMMARY
KEY INSIGHTS:
Research Insight 10.1 Are you a Coke or a Pepsi person?
Research Insight 10.2 Does your product have a face?
Consumer Insight 10.1 Social media tribes
Consumer Insight 10.2 Endogenous and exogenous WOM in action
Consumer Insight 10.3 You never actually own a Patek Philippe
Research Insight 10.3 Should we order pizza or Thai tonight?
Executive Insight 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 principles of cultures
MAKING SENSE OF CULTURE: THE ROLE OF MYTHS & 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 & collectivism
Multidimensional view of cultural values
Critiques of Hofstede
CULTURE & 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 & gender identity
Subcultures based on consumption communities
Subcultures of consumption
Brand communities
Consumer tribes
SUMMARY
KEY INSIGHTS:
Research Insight 11.1 Consumers caught in the middle
Consumer Insight 11.1 Archetypes & myths at the gym
Research Insight 11.2 Is graffiti really just a rite of passage?
Research Insight 11.3 The branding of the queen
Consumer Insight 11.2 Cultural innovations are opportunities for marketers
Consumer Insight 11.3 Thought about growing a beard?
Consumer Insight 11.4 Lost in translation
Executive Insight 11 Any road will get you there if you're not sure where you're going
Consumer Insight 11.5 'I Will What I Want'
Case Study 11 Using tribal marketing to celebrate Oreo's 100th birthday
Part 4 Where are we going?
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 vs. not using CSR to guide corporate behavior
Do customers really care?
SUMMARY
KEY INSIGHTS:
Research Insight 12.1 Why do some consumers find an experience exciting and fun, while others find it ethically wrong?
Consumer Insight 12.1 Ubuntu
Research Insight 12.2 Brands that lie, cheat, and stealEL and the consumers who punish them for it
Research Insight 12.3 Mom, if you love me, you'll buy this for me!
Consumer Insight 12.2 The Free Hugs Project
Consumer Insight 12.3 Do you recycle in the shower?
Research Insight 12.4 Blue is greener than green
Consumer Insight 12.4 Picture a warmer future
Executive Insight 12 Vanilla gets no respect
Case Study 12 Eliminating the idea of waste

Chapter 13 FUTURE TRENDS 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:
Consumer Insight 13.1 So, you're thinking about a Pepsi? Yeah, we already knew that.
Executive Insight 13 Baking 'optimization' into a customer's search experience
Consumer Insight 13.1 Netflix knows when a movie is too scary for you to finish
Consumer Insight 13.2 Living a life of borrowed luxury
Research Insight 13.2 That's so me!
Consumer Insight 13.3 Thinking outside the bottle
Research Insight 13.3 New England BBQ? No thanks!
Consumer Insight 13.4 Rembrandt and social media
Research Insight 13.4 It was almost like I was there!
Case Study 13 Your DNA can help catch a criminal

Glossary

Index