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Consumer Behavior: Buying, Having, and Being, Global Edition

Michael R. Solomon

9781292318103 

Pearson Education Limited 13 th edition 1 / 4

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Contents Summary Consumer Behavior...........................................................................................................................2 Chapter 1: Buying, Having and Being: An Introduction to Consumer Behavior...........................................2 Consumer Behavior: People in the Marketplace......................................................................................2 Consumers Are Different! How We Divide Them Up................................................................................3 Marketing’s Impact on Consumers...........................................................................................................4 What Does it Mean to Consume?.............................................................................................................4 The Global “Always-On” Consumer...........................................................................................................4 Consumer Behavior as a Field of Study.....................................................................................................5 Consumer Trends: Keep Ahead to Keep Up..............................................................................................7 Chapter 3: Perception....................................................................................................................................7 Sensation....................................................................................................................................................7 The Stages of Perception...........................................................................................................................9 Personal Selection Factors.......................................................................................................................10 Stimulus Organization..............................................................................................................................11 Chapter 4: Learning and Memory...............................................................................................................12 How Do We Learn?..................................................................................................................................12 Cognitive Learning Theory.......................................................................................................................16 Memory....................................................................................................................................................18 Chapter 5: Motivation and Affect................................................................................................................21 The Motivation Process: Why Ask Why?................................................................................................21 Affect........................................................................................................................................................24 Consumer Involvement...........................................................................................................................26 Chapter 6: The Self: Mind, Gender and Body.............................................................................................28 The Self.....................................................................................................................................................28 Are We What We Buy?............................................................................................................................30 The Body as Product................................................................................................................................31 Chapter 7: Personality, Lifestyles and Values.............................................................................................33 Personality...............................................................................................................................................33 Brand Personality.....................................................................................................................................36 Lifestyle and Consumer Identity..............................................................................................................37 Psychographics........................................................................................................................................38 Values.......................................................................................................................................................39 Chapter 8: Attitudes and Persuasive Communications...............................................................................41 The Power of Attitudes............................................................................................................................41 How Do We Form Attitudes.....................................................................................................................42 3 / 4

Persuasion: How Do Marketers Change Attitudes?................................................................................46 Chapter 9: Decision Making.........................................................................................................................51 What’s Your Problem?.............................................................................................................................51 Cognitive Decision Making......................................................................................................................52 Habitual Decision Making........................................................................................................................56 Priming and Nudging...............................................................................................................................56 Chapter 10: Buying, Using and Disposing....................................................................................................57 Situational Effects on Consumer Behavior..............................................................................................57 The Shopping Experience........................................................................................................................58 Ownership and the Sharing Economy.....................................................................................................61 Postpurchase Satisfaction and Disposal..................................................................................................61 Chapter 11: Group Influences and Social Media.........................................................................................62 Groups......................................................................................................................................................62 Word-of-Mouth Communication............................................................................................................64 Opinion Leadership..................................................................................................................................64 Social Media: The Horizontal Revolution................................................................................................66

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