Consumer psychology for marketing

목차 (Table of Contents)

• CONTENTS
• List of figures = ⅸ
• List of Tables = xi
• Acknowledgments = xiii
• Introduction = 1
• Part Ⅰ Consumer-oriented marketing
• 1 The marketing task = 7
• Consumer orientation = 7
• Market segmentation and product positioning = 9
• The product life cycle = 11
• Responding to consumer behavior = 15
• Summary = 22
• 2 Consumer choice in theory and practice = 24
• Consumer decision making = 24
• High involvement : the cognitive consumer = 27
• Low involvement : the uninvolved consumer = 29
• Modes of consumer behavior = 34
• Consumer innovators and innovativeness = 35
• Characteristics of consumer innovators = 39
• Modeling innovative adoption = 43
• Summary = 44
• Part Ⅱ The cognitive consumer
• 3 Perceptual processes = 49
• What is perception? = 49
• Perception and consumer behavior = 52
• Consumer perceptions of the marketing mix = 58
• Subliminal perception = 67
• Summary = 69
• 4 Cognitive and behavioral learning = 71
• What is learning? = 71
• Cognitive learning = 72
• Behavioral learning = 82
• Summary = 91
• 5 Attitudes and behavior = 93
• The meaning of attitude = 93
• The measurement of attitudes = 95
• Attitude - behavior consistency = 97
• Marketing implications = 102
• Persuasion : general considerations in attitude change = 106
• Strategies of persuasion = 111
• Summary = 116
• Part Ⅲ The personal consumer
• 6 Personality and cognitive style = 121
• The nature of personality = 121
• Personality research in marketing = 123
• Personality types : extroversion, emotionality and tough-mindedness = 128
• Cognitive personality traits : the case of consumer innovators = 133
• Summary = 145
• 7 Motivation and lifestyle = 147
• Shopping motives = 147
• The meaning of motivation = 151
• Maslow's hierarchy of needs = 153
• The Freudian interpretation of motivation = 155
• Some marketing insights = 158
• Motivation research = 160
• Consumer lifestyles = 163
• A multidimensional approach to consumer motivation = 167
• Summary = 170
• Part Ⅳ Consumers in context
• 8 Retail environments = 173
• Situational influences on consumer behavior = 173
• The retail environment and consumer behavior = 175
• Choice and loyalty = 180
• In-store consumer behavior = 183
• Crowding = 187
• Atmospherics = 189
• Summary = 192
• 9 Consumers in the social structure = 193
• Social influence = 193
• Reference group influences = 193
• The family as a consumption unit = 197
• Cultures and subcultures = 205
• Summary = 211
• References = 213
• Index = 235