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Part 1:An Introduction to Consumer BehaviorChapter 1:Understanding Consumer BehaviorIntroduction:Land of the Rising Trends 3

Defining Consumer Behavior 4

What Affects Consumer Behavior? 11

Who Benefits from the Study of Consumer Behavior? 18

Marketing Implications of Consumer Behavior 19

Questions for Review and Discussion 26

Enrichment Chapter:Developing Information About Consumer Behavior 27

Introduction:Understanding China's"Technology Tribes" 27

Consumer Behavior Research Methods 28

Interviews 29

Types of Consumer Researchers 34

Ethical Issues in Consumer Research 38

Questions for Review and Discussion 40

Part 2:The Psychological CoreChapter 2:Motivation,Ability,and Opportunity 43

Introduction: The Toyota Prius Zooms into the Fast Lane 43

Consumer Motivation and Its Effects 44

What Affects Motivation? 48

Consumer Ability:Resources to Act 61

Consumer Opportunity 63

Questions for Review and Discussion 65

Chapter 3:Exposure,Attention,and Perception 66

Introduction:Going After Gamers:Advertising in Video Games 66

Exposure 67

Attention 71

Questions for Review and Discussion 87

Chapter 4:Knowledge and Understanding 88

Introduction:Ringing Up the Engagement Ring Market 88

Overview of Knowledge and Understanding 89

Knowledge Content 90

Knowledge Structure 96

Using Knowledge to Understand 104

Questions for Review and Discussion 115

Chapter 5:Attitudes Based on High and Low Efforts 116

Introduction:Endorsed by...Tomorrow's Sports Superstars 116

What Are Attitudes? 117

Forming and Changing Attitudes 117

The Cognitive Foundations of Attitudes 119

How Cognitively Based Attitudes Are Influenced 125

The Message 126

The Affective(Emotional)Foundations of Attitudes 130

How Affectively Based Attitudes Are Influenced 132

Attitude Toward the Ad 136

When Do Attitudes Predict Behavior? 136

High-Effort versus Low-Effort Routes to Persuasion 138

Unconscious Influences on Attitudes When Consumer Effort Is Low 140

Cognitive Bases of Attitudes When Consumer Effort Is Low 141

How Cognitive Attitudes Are Influenced 141

Affective Bases of Attitudes When Consumer Effort Is Low 145

How Affective Attitudes Are Influenced 149

Questions for Review and Discussion 155

Chapter 6:Memory and Retrieval 157

Introduction:Déjà Vu All Over Again:Nostalgia Marketing 157

What Is Memory? 158

What Are the Types of Memory? 158

How Memory Is Enhanced 164

What Is Retrieval? 167

What Are the Types of Retrieval? 170

How Retrieval Is Enhanced 172

Questions for Review and Discussion 178

Part 3:The Process of Making DecisionsChapter 7:Problem Recognition and Information Search 181

Introduction:Awesome or Awful?Read the Review 181

Problem Recognition 183

Internal Search:Searching for Information from Memory 185

Questions for Review and Discussion 205

Chapter 8:Decision Making Based on High and Low Efforts 207

Introduction:Racing Toward Higher Vehicle Sales in Thailand 207

High-Effort Judgment Processes 209

High-Effort Decisions and High-Effort Decision-Making Processes 212

Deciding What Brand to Choose:Thought-Based Decisions 215

Deciding What Brand to Choose:High-Effort Feeling-Based Decisions 220

Additional High-Effort Decisions 222

What Affects High-Effort Decisions? 225

Characteristics of the Decision 226

Low-Effort Judgment Processes 229

The Representativeness Heuristic 229

The Availability Heuristic 230

Low-Effort Decision-Making Processes 231

Learning Choice Tactics 233

Low-Effort Thought-Based Decision Making 335

Low-Effort Feeling-Based Decision Making 243

Questions for Review and Discussion 247

Chapter 9:Post-Decision Processes 249

Introduction:The Treasure Hunt Is On at Costco 249

Post-Decision Dissonance and Regret 250

Learning from Consumer Experience 252

How Do Consumers Make Satisfaction or Dissatisfaction Judgments? 256

Responses to Dissatisfaction 265

Is Customer Satisfaction Enough? 267

Disposition 268

Questions for Review and Discussion 273

Part 4:The Consumer's CultureChapter 10:Consumer Diversity 277

Introduction:Connecting with Customers by Focusing on Quincea？era Celebrations 277

How Age Affects Consumer Behavior 278

How Regional Influences Affect Consumer Behavior 289

How Ethnic Influences Affect Consumer Behavior 293

The Influence of Religion 300

Questions for Review and Discussion 302

Chapter 11:Social Class and Household Influences 303

Introduction:Marketing to India's Growing Middle Class 303

Social Class 305

How Social Class Changes over Time 310

How Does Social Class Affect Consumption? 313

The Consumption Patterns of Specific Social Classes 317

How the Household Influences Consumer Behavior 322

Roles that Household Members Play 328

Questions for Review and Discussion 331

Chapter 12:Psychographics Values,Personality,and Lifestyles 332

Introduction:The Lure of Luxury versus Back to Basics 332

Values 334

How Values Can Be Described 334

Psychographics:Combining Values,Personality,and Lifestyles 358

Questions for Review and Discussion 361

Chapter 13:Social Influences on Consumer Behavior 362

Introduction:Building Sales by Building Buzz 362

Sources of Influence 363

Reference Groups as Sources of Influence 369

Normative Influence 376

Informational Influence 382

Descriptive Dimensions of Information 384

Questions for Review and Discussion 387

Part 5:Consumer Behavior Outcomes and IssuesChapter 14:Adoption of,Resistance to,and Diffusion of Innovations 391

Introduction:A Taste for Innovation 391

Innovations 393

Resistance versus Adoption 396

Diffusion 402

Influences on Adoption,Resistance,and Diffusion 406

The Consequences of Innovations 414

Questions for Review and Discussion 415

Chapter 15:Symbolic Consumer Behavior 416

Introduction:Pampering Pets=Big Business 416

Sources and Functions of Symbolic Meaning 417

Special Possessions and Brands 429

Sacred Meaning 435

The Transfer of Symbolic Meaning Through Gift Giving 437

Questions for Review and Discussion 441

Chapter 16:Ethics,Social Responsibility,and the Dark Side of Consumer Behavior and Marketing 442

Introduction:Kids'Food Advertising Goes on a Diet 442

Deviant Consumer Behavior 444

Ethical Issues in Marketing 456

Social Responsibility Issues in Marketing 463

Questions for Review and Discussion 465

Cases 467