Consumer behavior
著者
書誌事項
Consumer behavior
Prentice Hall, c1994
5th ed
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注記
Includes bibliographical references and index
内容説明・目次
内容説明
The Fifth Edition of this unique text uses a marketing segmentation approach to convey the essence of consumer behavior and to connect psychological, sociocultural, and decision-making aspects of consumer behavior. The authors explain in an integrated fashion what consumer behavior variables are, types and importance of consumer research, and problems in performing research. A vivid writing style motivates student interest.
目次
I. INTRODUCTION. 1. Introduction: The Diversity of Consumer Behavior. 2. Consumer Research. 3. Market Segmentation. II. THE CONSUMER AS AN INDIVIDUAL. 4. Consumer Needs and Motivation. 5. Personality and Consumer Behavior. 6. Consumer Perception. 7. Learning and Consumer Involvement. 8. The Nature of Consumer Attitudes. 9. Consumer Attitude Formation and Change. 10. Communication and Persuasion. III. CONSUMERS IN THEIR SOCIAL AND CULTURAL SETTINGS. 11. Group Dynamics and Consumer Reference Groups. 12. The Family. 13. Social Class and Consumer Behavior. 14. The Influence of Culture on Consumer Behavior. 15. Subcultural Aspects of Consumer Behavior. 16. Cross-Cultural Consumer Behavior: A International Perspective. IV. THE CONSUMER'S DECISION-MAKING PROCESS. 17. Personal Influence and the Opinion Leadership Process. 18. Diffusion of Innovations. 19. Consumer Decision Making. V. CONSUMER BEHAVIOR AND SOCIETY. 20. Consumer Behavior Application to Profit and Not-For-Profit Marketing. 21. Public Policy and Consumer Protection. Appendix: Comprehensive Models of Consumer Decision Making.
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