Consumer Behavior / Leon G Schiffman; Joseph L Wisenblit

Formerly CIP.

Cover; Title Page; Copyright Page; Brief Contents; Contents; Preface; PART I Consumers, Marketers, and Technology; 1 Consumer Behavior and Technology; The Marketing Concept; Market Segmentation, Targeting, and Positioning; Technology Benefits Consumers and Marketers; The Value Exchange; Lower Prices, More Information, and Customized Products; More Precise Targeting; Interactive Communications; Customer Value, Satisfaction, and Retention; Technology and Customer Relationships; Emotional Bonds versus Transaction-Based Relationships; Satisfaction and Customer Loyalty. Customer Loyalty and ProfitabilityMeasures of Customer Retention; Social Responsibility and Ethics; Consumer Decision-Making; This Book; Employability; Brand Management; Advertising; Consumer Research; Summary; Review and Discussion Questions; Hands-on Assignments; Key Terms; 2 Market Segmentation and Real-Time Bidding; Market Segmentation; Demographics; Age; Gender; Households; Social Standing; Ethnicity; Lifestyles; Demographics and Geography; Product Benefits; Media Exposure; Product Usage; Selecting Target Markets; The Targeted Segment Must Be Identifiable. The Targeted Segment Must Be ProfitableThe Targeted Segment Must Be Reachable; Mobile Targeting; Real-Time Bidding; Profiling Impressions; The Real-Time Bidding Operation; Data Brokers; Advantages of Real-Time Bidding; Summary; Review and Discussion Questions; Hands-on Assignments; Key Terms; PART II The Consumer as an Individual; 3 Consumer Motivation and Personality; The Dynamics of Motivation; Needs; Need Arousal; Goals; Needs and Goals are Interdependent; Frustration and Defense Mechanisms; Systems of Needs; Murray's Psychogenic Needs; Maslow's Hierarchy of Needs. The Validity of Maslow's TheoryMarketing Applications of Maslow's Theory; Hidden Motives; Motives and Technology; Personality Development; Personality Reflects Individual Differences; Personality Is Consistent and Enduring; Personality Can Change; Freudian Theory; Neo-Freudian Personality Theory; Personality Traits; Innovators versus Laggards; Open- versus Closed-Minded; Conformity versus Individuality; Novel and Complex or Simple and Safe Experiences; Preference for Thinking; Preference for Written or Visual; Importance of Possessions; Compulsions and Fixations; Consumer Ethnocentrism. Personality and ColorAnthropomorphism; Product Personality and Gender; Product Personality and Geography; Self-Perception; The Extended Self; Altering the Self; Summary; Review and Discussion Questions; Hands-on Assignments; Key Terms; 4 Consumer Perception and Positioning; Sensory Information; Sight; Scent; Touch; Sound; Taste; Sensory Input and Culture; The Absolute and Differential Thresholds; The Absolute Threshold; The Differential Threshold; Product Pricing and Improvements; Logos and Packaging; Subliminal Perception; Perceptual Selection; Stimuli's Features; Personal Expectations.

For undergraduate and graduate courses in consumer behavior. Strategic applications for understanding consumer behavior Consumer Behavior, 12th Edition explores how the examination and application of consumer behavior is central to the planning, development, and implementation of successful marketing strategies. With an emphasis on developing a variety of useful skills, this text prepares students for careers in brand management, advertising, and consumer research. The 12th Edition has been significantly updated to address contemporary trends and issues, including the role of new media, tech.

Uk

Includes bibliographical references and indexes.