HOME > Detail View

Detail View

Consumer behavior and marketing action 5th ed

Consumer behavior and marketing action 5th ed (Loan 1 times)

Material type
단행본
Personal Author
Assael, Henry.
Title Statement
Consumer behavior and marketing action / Henry Assael.
판사항
5th ed.
Publication, Distribution, etc
Cincinnati, Ohio :   South-Western College Pub.,   c1995.  
Physical Medium
1 v. (various pagings) : ill. (some col.) ; 24 cm.
ISBN
0538844337
Bibliography, Etc. Note
Includes bibliographical references and indexes.
Subject Added Entry-Topical Term
Consumer behavior. Motivational research (Marketing).
000 00767camuuu200241 a 4500
001 000000921546
005 19990120102015.0
008 940728s1995 ohua b 001 0 eng
010 ▼a 94030946
020 ▼a 0538844337
040 ▼a DLC ▼c DLC ▼d DLC ▼d 244002
049 0 ▼l 151032002
050 0 0 ▼a HF5415.3 ▼b .A83 1995
082 0 0 ▼a 658.8/342 ▼2 20
090 ▼a 658.8342 ▼b A844c5
100 1 ▼a Assael, Henry.
245 1 0 ▼a Consumer behavior and marketing action / ▼c Henry Assael.
250 ▼a 5th ed.
260 ▼a Cincinnati, Ohio : ▼b South-Western College Pub., ▼c c1995.
300 ▼a 1 v. (various pagings) : ▼b ill. (some col.) ; ▼c 24 cm.
504 ▼a Includes bibliographical references and indexes.
650 0 ▼a Consumer behavior.
650 0 ▼a Motivational research (Marketing).

Holdings Information

No. Location Call Number Accession No. Availability Due Date Make a Reservation Service
No. 1 Location Sejong Academic Information Center/Social Science/ Call Number 658.8342 A844c5 Accession No. 151032002 Availability Available Due Date Make a Reservation Service C

Contents information

Author Introduction

Henry Assael(지은이)

<소비자행동론>

Information Provided By: : Aladin

Table of Contents


CONTENTS
PART Ⅰ CONSUMER BEHAVIOR : A MANAGERIAL AND CONSUMER PERSPECTIVE = 1
 1 Introduction = 3
  Levi Strauss & Co. Begins to Focus on the Consumer = 3
  Consumer Behavior and Marketing Action = 4
  A Historical Perspective = 7
   Development of the Marketing Concept = 8
   Implications for Consumer Behavior = 9
   Avon Products : Shifting from a Sales to a Consumer Orientation = 11
  Strategic Applications of Consumer Behavior = 14
   Defining and Segmenting Markets = 14
   Determining the Needs of the Target Segment = 15
   Developing Marketing Strategies = 15
   Evaluating Marketing Strategies = 16
   Assessing Future Customer Behavior = 16
   Strategic Applications Summarized = 16
  A Model of Consumer Behavior = 17
  Organization of This Text = 18
   Part Two : Consumer Decision Making = 19
   Part Three : The Individual consumer = 21
   Part Four : Environmental Influences = 22
   Part Five : Communications = 23
  Consumer Behavior from a Consumer's Perspective = 25
   Managerial Versus Consumer Perspectives = 26
   Consumerism = 26
  Summary = 27
  Questions = 28
  Research Assignments = 29
  Notes = 29
 2 Consumerism = 31
  The Body Shop : A Focus on Consumer Rights and Corporate Responsibility = 31
  Consumerism = 33
   Role of Consumer Activists and organizations = 33
   The Role of Government = 35
   The Role of Business Organizations = 36
  Consumerism : A Global Perspective = 36
  The History of Consumerism in America = 39
   Three Periods of Consumerism from 1890 to 1980 = 39
   Decline in Consumerism in the 1980s = 40
  The Rebirth of Consumerism in the 1990s = 41
   The New Environmentalism = 41
   Advertising health Claims = 49
   Advertising to Children = 51
  Additional Consumer Rights = 54
   The Right to Safety = 55
   The Right to Be Informed = 56
   The Right to Choose = 59
   The Right to Be Heard = 59
   The Right to Be a Minority Consumer Without Disadvantage = 61
  Summary = 62
  Questions = 63
  Research Assignments = 64
  Notes = 65
PART Ⅱ CONSUMER DECISION MAKING = 69
 3 Complex Decision Making = 71
  Will Saturn Change Consumer Attitudes Toward GM Cars? = 71
  Consumer Involvement and Complex Decision Making = 72
   Types of Involvement = 74
   A Model of Consumer Involvement = 74
   Multidimensional Nature of Involvement = 76
   Cross-Cultural Nature of Consumer Involvement = 77
  Importance and Limitations of a Consumer Model = 78
   Importance = 78
   Limitations = 79
  A Model of Complex Decision Making = 80
  Need Arousal = 82
   Input Variables = 84
   Consumer's Psychological Set = 86
   Stimulus Exposure = 88
   Need Recognition = 89
  Consumer Information Processing = 89
   Perception of Stimuli = 90
   Memory = 91
   Search for Additional Information = 91
  Brand Evaluation = 92
   Benefit Association = 92
   Expected Satisfaction = 93
  Purchase and Postpurchase Evaluation = 93
   Intention to Buy = 93
   No Purchase = 94
   Purchase = 95
   Postpurchase Evaluation = 95
  Symbolic Purchasing Behavior = 97
  Complex Decision Making and Store Choice = 101
   A Model of Store Choice = 101
   Store Choice and Brand Choice = 103
  Summary = 103
  Questions = 104
  Research Assignments = 106
  Notes = 107
 4 Consumer Learning, Habit and Brand Loyalty = 109
  The Marlboro Cowboy : Brand Loyalty Isn't What it Used to Be = 109
  Consumer Learning = 110
   Classical Conditioning = 111
   Instrumental Conditioning = 116
   Cognitive Learning = 120
   Relevance of the Cognitive Versus the Behaviorist Perspective = 124
   Vicarious Learning = 124
  Habit = 125
   A Model of Habitual Purchasing Behavior = 125
   Habit and Information Seeking = 126
   Functions of Habit = 127
   Strategic Implications of Habit Versus Complex Decision Making = 127
   Inducing a Switch from Habit to Decision Making = 129
  Brand Loyalty = 131
   Behavioral Approach to Brand Loyalty = 132
   Cognitive Approach to Brand Loyalty = 134
   Brand-Loyal consumer = 134
   Brand Loyalty and Product Involvement = 135
   Decrease in Brand Loyalty in the 1990s = 135
  Store Loyalty = 136
   Store-Loyal Consumer = 136
   Level of Store Loyalty = 137
  Societal Implications of Brand and Store Loyalty = 137
   Implications for Brand Loyalty = 137
   Implications for Store Loyalty = 138
  Summary = 138
  Questions = 139
  Research Assignments = 140
  Notes = 141
 5 Low Involvement Decision Making = 145
  Kellogg's Increases Involvement with Cereals = 145
  Importance of a Low Involvement Perspective = 147
   Involvement and the Hierarchy of Effects = 147
   Low Involvement Hierarchy = 149
   Low Involvement Decision Criteria = 150
  Four Types of Consumer Behavior = 151
   Complex Decision Making and Brand Loyalty = 151
   Inertia = 152
   Limited Decision Making = 153
  Unplanned Purchasing Behavior = 154
   Types of Unplanned Purchases = 154
   Scope of Unplanned Purchases = 155
  Three Theories of Low Involvement Consumer Behavior = 156
   Krugman's Theory of Passive Learning = 156
   Consumer Behavior Implications of Passive Learning = 157
   Sherif's Theory of Social Judgment = 159
   Elaboration Likelihood Model = 161
  Strategic Implications of Low Involvement Decision Making = 164
   Marketing Strategy = 164
   Strategic Issues = 170
  Societal Implications of Low Involvement Decision Making = 174
  Summary = 176
  Questions = 177
  Research Assignment = 179
  Notes = 179
PART Ⅲ THE INDIVIDUAL CONSUMER = 183
 6 Consumer Perceptions = 185
  Consumer Perceptions : Clear Products Are In, Color Is Out = 185
  Marketing Stimuli and Consumer Perceptions = 186
   Stimulus Characteristics Affecting Perception = 188
   Consumer Characteristics Affecting Perception = 191
  Perceptual Selection = 196
   Exposure = 197
   Attention = 198
   Selective Perception = 199
  Perceptual Organization = 204
   Closure = 205
   Grouping = 205
   Context = 206
  Perceptual Interpretation = 208
   Perceptual Categorization = 209
   Perceptual Inference = 212
  Price Perceptions = 214
   Price Expectations = 215
   Actual Versus Reference Prices = 216
   Price-Quality Relationship = 217
  Summary = 218
  Questions = 219
  Research Assignments = 219
  Notes = 221
 7 Consumer Information Processing = 225
  The Eveready Bunny : Consumers Wind Up Processing the Wrong Message = 225
  Consumer Information Acquisition = 226
   Determinants of Information Search = 228
   Sources of Information = 229
   Amount of Information Search = 230
   Limits of Information Acquisition = 231
   Strategic Implications of Information Acquisition = 232
  Consumer Information Processing = 235
   An Information Processing Model = 235
   Memory Processes = 238
   Retrieval = 242
   Brand Evaluation = 243
   Measuring Brand Evaluation = 250
   Perceived Risk = 251
  Strategic Implications of Information Processing = 254
   Memory Processes = 254
   Brand Evaluation = 255
   Perceived Risk = 255
  Societal Implications of Information Processing = 256
   More or Less Information? = 256
   Compensatory or Noncompensatory Processing? = 257
   Age-Related Information Processing = 257
  Summary = 258
  Questions = 259
  Research Assignments = 261
  Notes = 262
 8 Consumer Attitudes = 265
  Changing Attitudes : Can AT&T Redefine Itself Among Younger Consumers? = 265
  Nature of Consumer Attitudes = 266
   Three Components of Attitudes = 267
   Measuring the Attitudinal Components = 270
   Attitudes and Consumer Involvement = 273
   Attitude Development = 274
   Functions of Attitudes = 275
  Role of Attitudes in Developing Marketing Strategy = 278
   Define Benefit Segments = 278
   Develop New Products = 278
   Develop and Evaluate Promotional Strategies = 279
  Relationship Between Beliefs and Attitudes = 280
   Heider's Balance Theory = 281
   Fishbein's Multiattribute Model = 282
  Relationship Between Attitudes and Behavior = 285
   Fishbein's Theory of Reasoned Action = 285
   Studies of the Relationship of Attitudes to Behavior = 287
   Relationship Between Intention to Buy and Behavior = 288
   Relationship of Behavior to Attitudes = 289
  Factors Inhibiting the Relationship Among Beliefs, Attitudes, and Behavior = 290
  Summary = 291
  Questions = 292
  Research Assignments = 293
  Notes = 294
 9 Attitude Reinforcement and Change = 297
  Changing Attitudes at Kmart : From the Polyester Palace to High-Fashion Retailer = 297
  Communications Process = 298
   Source = 299
   Encoding = 299
   Transmission = 300
   Decoding and Action = 300
   Feedback = 300
  Conditions for Attitude Reinforcement and Change = 301
  Attitude Change Before a Purchase = 305
   Attitudinal Theories and Attitude Change = 305
   Processing Models and Attitude Change : The Elaboration Likelihood Model = 312
   Cognitive Responses and Attitude Change in High Involvement Processing = 313
   Cognitive Response and Attitude Change in Low Involvement Processing = 313
  Attitude Change After a Purchase = 314
   Dissonance Theory = 314
   Attribution Theory = 315
   Passive Learning = 315
  Types of Strategies for Attitude Reinforcement and Change = 316
   Strategies to Reinforce Attitudes = 316
   Strategies to Change Attitudes = 321
  Societal Applications of Attitude Change = 323
  Summary = 324
  Questions = 325
  Research Assignments = 327
  Notes = 328
 10 Demographics and Social Class = 331
  BMW Targets a Key Demographic Group : Professional Women = 331
  Nature of Demographic Characteristics = 333
  Population Growth = 334
   Birthrate = 334
   Life Expectancy = 335
   Immigration = 336
  Changing Age Composition of U.S. Market = 336
   Baby Boomers (30 to 49) = 337
   Baby Busters (13 to 29) = 340
   Teens (13 to 17) = 341
   Preteens (8 to 12) = 343
   Mature Market (50-Plus) = 344
  Changing Family Composition = 347
  Regional Differences = 349
  Socioeconomic Trends = 350
   Occupational Status : Increase in the Proportion of Working Women = 351
   Income = 352
   Education = 354
  Using Demographics to Develop Marketing Strategy = 355
   Identifying Market Segments = 355
   Selecting Media = 356
   Evaluating the Potential for New Products = 357
  Social Class Influences = 357
   Nature of Social Class = 358
   Social Class Categories and Measurement = 358
   Profiles of the Social Classes = 360
   Is America Becoming a Classless Society? = 363
   Applications of Social Class to Marketing Strategy = 363
  Summary = 366
  Questions = 367
  Research Assignments = 369
  Notes = 370
 11 Personality and Lifestyle Influences = 373
  Conagra Targets a Healthier Lifestyle = 373
  Personality = 375
   Psychoanalytic Theory = 375
   Social Theory = 378
   Self-Concept Theory = 379
   Trait Theory = 382
   Limitations of Personality Variables = 383
  Lifestyle = 384
   Changing Lifestyle Trends of American Consumers in the 1990s = 385
   Measuring Lifestyle Characteristics = 398
   Applications of Lifestyle Characteristics to Marketing Strategies = 403
  Summary = 404
  Questions = 405
  Research Assignments = 407
  Notes = 408
 12 Market Segmentation and Product Positioning = 411
  Goodyear Tire Segments Consumers Globally = 411
  Identifying Market Segments = 413
   Benefit Segmentation = 414
   Behavioral Segmentation = 416
   Segmenting by Response Elasticity = 421
   Quantitative Techniques for Market Segmentation = 424
  Market Segmentation Strategies = 425
  Identifying and Evaluating a Product's Position = 427
   Developing a Product Vocabulary = 428
   Developing Alternative Positionings = 429
   Testing the Product's Position Relative to Competition = 429
   Using Quantitative Techniques for Positioning = 431
  Marketing Applications of Product Positioning = 432
   Positioning New Products = 432
   Positioning Existing Products = 433
  Product Positioning Strategies = 438
   Consumer Positioning Strategies = 438
   Competitive Positioning Strategies = 439
  Societal Implications of Segmentation and Positioning Strategies = 442
  Summary = 442
  Questions = 443
  Research Assignments = 445
  Notes = 445
PART Ⅳ ENVIRONMENTAL INFLUENCES ON CONSUMER BEHAVIOR = 449
 13 Cultural Influences = 451
  McDonald's : A Strategy to Reflect Cultural Values = 451
  Nature of Culture = 453
   Cross-Cultural and Subcultural Influences = 453
   Cultural Values = 454
   Characteristics of Cultural Values = 455
   Traditional American Values = 457
   Identifying Cultural Values = 460
  Cultural Values and Consumer Behavior = 463
   Means-End Chain = 464
   Laddering = 465
  Culture and Products = 465
   Role of Product Symbolism = 468
   Semiotics = 470
   Products as Fantasies and Myths = 470
  Culture and Consumption = 471
   Consumption Rituals = 471
   Sacred and Secular Consumption = 472
  Changes in Cultural Values in the 1990s = 473
   New Reality = 474
   Greater Traditionalism = 475
   Emphasis on Self-Fulfillment = 476
   New Materialism = 477
  Societal Implications of Cultural Values = 477
  Summary = 479
  Questions = 480
  Research Assignments = 481
  Notes = 481
 14 Cross-Cultural and Subcultural Influences = 483
  Levi Strauss & Co. Thinks Globally but Acts Locally = 483
  Cross-Cultural Influences = 485
   Cultural Variations Influencing Consumer Behavior = 486
   Global Influences on Behavior = 491
   Limits of Global Influences = 494
   Applications of Cross-Cultural and Global Influences = 495
   Flexible Globalization = 498
  Subcultural Influences = 500
   Characteristics of Subcultures = 500
   United States : Melting Pot or Salad Bowl? = 500
   Types of Subcultures = 501
   African-American Subculture = 503
   Hispanic-American Subculture = 509
   Asian-American Subculture = 513
  Societal Implications of Cross-Cultural and Subcultural influences = 516
   Cross-Cultural Issues = 516
   Subcultural Issues = 518
  Summary = 518
  Questions = 519
  Research Assignments = 521
  Notes = 522
 15 Reference Group Influences = 525
  From Pudding Pops to Nikes : Advertisers Use Celebrities to Mirror Group Influences = 525
  When Do Reference Groups Exert Influence? = 527
   Types of Reference Groups = 528
   Membership Groups = 528
   Aspiration Groups = 531
  Nature of Reference Groups = 531
   Norms = 531
   Roles = 532
   Status = 532
   Socialization = 533
   Power = 533
   Reference Group Influences on Consumers = 534
   Informational Influence = 535
   Comparative Influence = 535
   Normative Influence = 537
   Information, Comparison, or Conformity? = 540
  Group Influence by Type of Product = 542
  Strategic Applications of Reference Group Influences = 544
   Advertising Strategies = 544
   Personal Selling Strategies = 549
  Societal Implications of Reference Group Influences = 551
  Summary = 551
  Questions = 552
  Research Assignments = 553
  Notes = 554
 16 Family Influences = 557
  Tyson Targets Both Kids and Their Parents = 557
  Households and Families = 558
  A Model of Family Decision Making = 559
   Joint Decision Making = 561
   Role Specification = 562
   Conflict Resolution = 563
  Husband-Wife Influences = 567
   Type of Product Considered = 567
   Stage in Decision Making = 568
   Nature of Purchase Influence = 569
   Family Characteristics = 569
   Changing Patterns of Husband-Wife Influences = 570
  Parent-Child Influences = 572
   Consumer Socialization of Children = 572
   Children's Influence in the Purchasing Process = 577
   Mother-Child Interaction = 579
   Parent Versus Peer Group Influence Among Adolescents = 581
  Family Life Cycle = 581
   Traditional Family Life Cycle = 582
   Nontraditional Family Life Cycle Categories = 584
  Family Decision Making and Marketing Strategies = 585
   Advertising Messages = 585
   Media = 585
   Product Development = 587
   Pricing = 587
   Distribution = 587
  Measurement of Family Influence = 588
   Whom to Interview = 588
   How to Measure Influence = 588
  Societal Implications of Family Influence = 589
   Increased Parent-Child Conflict = 589
   Undesirable Consumer Socialization = 589
   Alternative Solutions = 590
  Summary = 590
  Questions = 591
  Research Assignments = 592
  Notes = 593
 17 Situational Influences = 599
  Timex Positions its Watches by Usage Situations = 599
  Nature of Situational Influences = 600
   Types of Situations = 600
   Characteristics of Consumption and Purchase Situations = 606
   Development of Situational Inventories = 607
   Limited Use of Situational Variables = 608
  A Model of Situational Influences = 609
   Situation Versus Product = 611
   Interaction of Situation Product, and Consumer = 612
   Contiguity Between Situation and Behavior = 614
  Situational Influences on Consumer Behavior = 615
   Influence of Situation on Product Attitudes = 615
   Influence of Situation on Product Choice = 616
   Influence of Situations on Decision Making = 617
  Use of Situational Variables in Marketing Strategy = 618
   Market Segmentation = 618
   New Product Development = 619
   Product Positioning = 619
   Advertising = 623
   Distribution = 624
  Summary = 624
  Questions = 625
  Research Assignments = 626
  Notes = 628
PART Ⅴ COMMUNICATIONS PROCESSES = 631
 18 Word-of-Mouth Communication and Opinion Leadership = 633
  Corona Succeeds Based on Word-of-Mouth = 633
  Importance of Word-of-Mouth Communication = 634
  Nature of Word-of-Mouth Communication = 635
   Type of Word-of-Mouth Communication = 636
   Process of Word-of-Mouth Communication = 636
   Conditions for Word-of-Mouth Communication = 642
   Motives for Engaging in Word-of-Mouth Communication = 646
  Word-of-Mouth and the Customer-Salesperson Interaction = 647
   Determining Customer Needs = 647
   Developing the Sales Strategy = 649
   Communicating the Sales Strategy = 649
   Evaluating the Sales Approach = 651
  Opinion Leadership = 652
   Nature of Opinion Leadership = 652
   Characteristics of the Opinion Leader = 655
  Methods to Identify Opinion Leaders = 657
   Sociometric Technique = 657
   Key Informant Method = 658
   Self-Designating Technique = 658
  Strategic Applications of Word-of-Mouth Communication = 659
   Stimulating Word-of-Mouth Communication Through Product Trial = 659
   Stimulating Word-of-Mouth Communication Through Advertising = 660
   Stimulating Word-of-Mouth Communication = 660
   Portraying Communications from Opinion Leaders = 661
  Societal Implications of Stimulating Word-of-Mouth Communication = 662
  Summary = 663
  Questions = 664
  Research Assignments = 666
  Notes = 666
 19 The Diffusion of Innovations = 669
  Post-It Notes : An Example of Diffusion = 669
  Importance of New Products = 671
   Profitability and the Product Life Cycle = 671
   Diffusion Research and Marketing Strategy = 672
  What Is an Innovation? = 673
   Technological Innovations = 673
   Symbolic Innovations = 675
  Diffusion Process = 676
   Adoption Decision = 676
   Time = 683
   Target Market = 688
   Communication in the Diffusion Process = 689
  Cultural Context of Diffusion = 694
  Innovativeness and the Diffusion Process = 696
   Nature of Innovativeness = 696
   Characteristics of the Innovator = 698
  Measuring Innovativenes = 701
  Strategic Applications of Diffusion Theory = 702
   Adoption = 702
   Rate of Diffusion = 702
  Summary = 704
  Questions = 705
  Research Assignments = 706
  Notes = 707
 20 Marketing Communications = 711
  McDonald's Communicates Benefits While Burger King Flounders = 711
  Marketing Communications Process = 713
   Advertising Process = 713
   Barriers to Communications = 716
   Results of Communications = 718
  Source Effects in Marketing Communications = 719
   Source Credibility = 719
   Source Attractiveness = 721
   Source Versus Message Effects = 722
  Effects of the Message = 724
   One-Sided Versus Two-Sided Appeals = 724
   Comparative Advertising = 726
   Fear Appeals = 728
   Humor in Advertising = 729
  Media Effects = 732
   Differences Within Media = 732
   Differences Between Media = 733
  Consumer Processing of Marketing Communications = 733
   Source Evaluation = 734
   Message Evaluation = 735
   Media Evaluation = 737
  Communications Feedback = 738
  Societal Implications of Marketing Communications = 741
   Deceptive Advertising = 741
   Irresponsible Advertising = 741
  Summary = 743
  Questions = 744
  Research Assignments = 745
  Notes = 745
Glossary = G-1
Name Index = I-1
Company Index = I-8
Subject Index = I-11


New Arrivals Books in Related Fields