Consumer behavior /
William D. Wells, David Prensky.
- New York : J. Wiley, c1996.
- 1 v. (various pagings) : col. ill. ; 27 cm.
Contents;
Chapter 1: An introduction to consumer behavior What is consumer behavior? An approach to the analysis of consumer behavior Consumer behavior actors etc.
Chapter 2: A framework for the study of consumer behavior Consumer purchase activities Variations in purchase activities Consumer background characteristics etc.
Chapter 3: Marketers and consumer behavior The role of consumer behavior in marketing strategy Market segmentation Product positioning and the marketing mix etc.
Chapter 4: Culture and vision Culture International marketing strategies Core values and their measurements etc.
Chapter 5: Demographic subcultures The base of demographic differences Gender Age etc.
Chapter 6: Personality, lifestyle, and psychographics Personality, lifestyle, and psychographics personality Lifestyle and psychographics etc.
Chapter 7: Reference groups, communities, and families Why select a reference group? Types of reference groups The influence of reference groups etc,
Chapter 8: Consumer motivation and needs Motivation Approaches to consumer motivation Identifying consumer benefits etc.
Chapter 9: Perception Defining perception Perceptual selection and organization Interpreting marketing imagery etc.
Chapter 10: Learning Learning Behavioral learning theory Cognitive learning theory etc.
Chapter 11: Attitude formation and change Attitude formation Attitude models Measuring attitudes etc.
Chapter 12: Consumer decision making Levels of decision making The decision making process, search for alternatives Evaluation of alternatives etc.
Chapter 13: High and low involvement decision making Motivation and involvement High involvement purchases Low involvement purchases etc.
Chapter 14: Purchase and usage behavior Activities in purchase and usage behavior Influences on purchase and usage activities Post-purchase activities
Chapter 15: Marketing communication The communication process Two perspectives on consumers Integrated marketing communications etc.
Chapter 16: Interpersonal communication and opinion leadership Interpersonal communication Word-of-mouth communication Theories of the flow of communication etc.
Chapter 17: New product planning Types of new product innovations The diffusion of an innovation in a market The adoption process etc.