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ConsumerBehaviorBuying, Having, andBeingTwelfth EditionGlobal EditionMichael R. SolomonSaint Joseph's UniversityPearsonBoston Columbus Indianapolis New York San Francisco AmsterdamCapeTown Dubai London Madrid Milan Munich Paris Montreal Toronto DelhiMexico City Säo Paulo Sydney Hong Kong Seoul Singapore Taipei Tokyo
CONTENTSAbout the Author 11New to this Edition! 13Preface 15Acknowledgments 21Seetion.i . Foundations ofConsumi&r Behavior 25Chapter 1 * Buying, Having, and Being:An Introduction to Consumer Behavior 26Consumer Behavior: People in the Marketplace 27What Is Consumer Behavior? 28Consumer Behavior Is a Process 29Consumers' Impact on Marketing Strätegy 30Consumers Are Different! How We Divide Them Up 30Marketing s Impact on Consumers 35Populär Culture Is Marketing Is Populär Culture . 35All the World's a Stage 37What Does It Mean to Consume? 39What Do We Need—Really? 40The Global "Always-On" Consumer 41The Digital Native: Living a Social [Media] Life 41Consumer Behavior as a Field of Study 44Where Do We Find Consumer Researchers? 44Interdisciplinary Influences on the Study of ConsumerBehavior 45Two Perspectives on Consumer Research 46Should Consumer Research Have an Academic or an AppliedFocus? 48Taking It from Here: The Plan of the Book 50Chapter Summary 51Key Terms 51Review 52Consumer Behavior Chailenge 52Case Study 53Notes 54Chapter 2 Consumer and SocialWell-Being 56Business Ethics and Consumer Rights 5 7Needs and Wants: Do Marketers Manipulate Consumers? 58Consumers' Rights and Product Satisfaction 63Market Regulation 66Consumerism 66Transformative Consumer Research 68Social Marketing and Corporate Social Responsibility(CSR) 68Major Policy Issues Relevant to Consumer Behavior 70Data Privacy and Identity Theft 70Market Access 72Sustainability and Environmental Stewardship 73The Dark Side of Consumer Behavior 78Consumer Terrorism 78Addictive Consumption 79Consumed Consumers 81Illegal Acquisition and Product Use 82Chapter Summary 83Key Terms 84Review 84Consumer Behavior Chailenge 84Case Study 85Notes 87Section 1 Data Case 91/ - Internal Influences onConsumer Behavior 95Chapter 3 Perception 96Sensation 96Hedonic Consumption 98Sensory Marketing 99The Stages of Perception 108Stage 1: Exposure 108Stage 2: Attention 113Stage 3: Interpretation 1175
6ContentsChapter Summary 124Key Terms 125Review 125Consumer Behavior Challenge 125Case Study 126Notes 127Chapter 4 Learning and Memory 130How Do We Learn? 130Behavioral Learning Theories 131Marketing Applications of Classical ConditioningPrinciples 133Marketing Applications of Instrumental ConditioningPrinciples 140Gamiflcation: The New Frontier for Learning Applications 140Cognitive Learning Theory 142How Do We Learn to Be Consumers? 144Memory 150How Our Brains Encode Information 151Memory Systems 152How Our Memories Store Information 152How We Retrieve Memories When We Decide What toBuy 156What Makes Us Forget? 157How We Measure Consumers' Recall of MarketingMessages 159Bittersweet Memories: The Marketing Power of Nostalgia 161Chapter Summary 163Key Terms 164Review 164Consumer Behavior Challenge 165Case Study 166Notes 167Chapter Summary 194Key Terms 194Review 194Consumer Behavior Challenge 195Case Study 196Notes 197Chapter 6 The Seif: Mind, Gender,and Body 200The Seif 200DoestheSelfExist? 201Self-Concept 201Are We What We Buy? 205The Extended Seif 208Embodied Cognition 210The Digital Seif 211Gender Identity 212Sex Role Socialization 213Gender Identity Versus Sexual Identity 214Sex-Typed Products 215The Body 221Ideals ofBeauty 222Body Decoration and Mutilation 228Chapter Summaiy 232Key Terms 232Review 233Consumer Behavior Challenge 233Case Study 235Notes 236Chapter 7 Personality, Lifestyles,and Values 242Chapter 5 Motivation and Affect 172The Motivation Processi Why Ask Why? 172Motivational Strength 173Motivational Direction 174How We Classify Consumer Needs 177Affect 180Types of Affective Responses 180Positive Affect 181Negative Affect 183How Social Media Tap into Our Emotions 185Consumer Involvement 185Types oflnvolvement 187Personality 243Consumer Behavior on the Couch: Freudian Theory 243Neo-Freudian Theories 246Trait Theory 249Brand Personality 253Lifestyles and Consumer Identity 258Product Complementarity and Co-Branding Strategies 261Psychographics 262Values 267Core Values 268How Do Values Link to Consumer Behavior? 271
ContentsChapter Summary 274Key Terms 274Review 275Consumer Behavior Challenge 275Case Study 276Notes 277Section 2 Data Case 280Section * Choosing and UsingProducts 283Chapter 8 * Attitudes and PersuasiveCommunications 284The Power of Attitudes 285The ABC Model of Attitudes 286Hierarchies of Effects 286How Do We Form Attitudes? 289All Attitudes Are Not Created Equal 289The Consistency Principle 290Self-Perception Theory 291Social Judgment Theory 292Balance Theory 292Attitüde Models 296Do Attitudes Predict Behavior? 298Trying to Consume 302Persuasion: How Do Marketers Change Attitudes? 302Decisions, Decisions: Tactical Communications Options 303The Elements of Communication 304TheSource 306The Message 311New Message Formats: The Social Media Revolution 315Reality Engineering 317Types of Message Appeals 319The Source Versus the Message: Do We Seil the SteakortheSizzle? 322Chapter Summary 324Key Terms 325Review 326Consumer Behavior Challenge 326Case Study 328Notes 329Chapter 9 Decision Making 334What's Your Problem? 335Hyperchoice 335Self-Regulation 336Cognitive Decision Making 339Steps in the Cognitive Decision-Making Process 339Neuromarketing 343Online Decision Making 346How Do We Put Products into Categories? 347Habitual Decision Making 352Priming and Nudging 353Heuristics: Mental Shortcuts 354Collective Decision Making 356B2B Decision Making 357How Does B2B Decision Making Compare to ConsumerDecision Making? 358B2B E-Commerce 360The Intimate Corporation: Family Decision Making 361How Families Decide 362TheWife 365TheHusband 366Chapter Summary 368Key Terms 369Review 370Consumer Behavior Challenge 370Case Study 373Notes 375Chapter 10 Buying, Using, andDisposing 380Situational Effects on Consumer Behavior 381The Consumption Situation 381Temporal Factors 382The Shopping Experience 385E-Commerce: Clicks Versus Bricks 388Retailing as Theater 389In-Store Decision Making 392The Salesperson: A Lead Role in the Play 395Ownership and the Sharing Economy 3 95Postpurchase Satisfaction and Disposal 397Postpurchase Satisfaction 397Product Disposal 398Chapter Summary 401Key Terms 402Review 402Consumer Behavior Challenge 403Case Study 404Notes 405Section 3 Data Case 4097
8ContentsConsumers in TheirSocial and Cultural Settings 413Chapter 11 * Croups and SocialChapter Summary 472Key Terms 472Review 472Consumer Behavior Chailenge 473Case Study 473Notes 475Media 414Chapter 13 * Subcultures 478Croups 415Social Power 415Reference Groups 416Conformity 418Brand Communities 420Word-of-Mouth Communication 421Buzz Building 424Negative WOM 425Opinion Leadership 426How Influential ls an Opinion Leader? 427Types of Opinion Leaders 427How Do We Find Opinion Leaders? 428Ethnic and Racial Subcultures 479Subcultural Stereotypes 480Ethnicity and Acculturation 480The "Big Three" American Ethnic Subcultures 482Religious Subcultures 486Organized Religion and Consumption 489Born Again Consumers 489Islamic Marketing 490The Family Unit and Age Subcultures 492Family Structure 492Age Cohorts 495Children: Consumers-in-Training 495Gen Y and Gen Z 496Gen X 500The Mature Market 500The Social Media Revolution 430Online Social Networks and Brand Communities 432Social Games 433Digital Word-of-Mouth 434Digital Opinion Leaders 437Place-Based Subcultures 504Chapter Summary 438Key Terms 439Review 439Consumer Behavior Chailenge 440Case Study 441Notes 442Chapter Summary 505Key Terms 506Review 506Consumer Behavior Chailenge 506Case Study 508Notes 510Chapter 12 Income and SocialChapter 14 Culture 514Class 446Income and Consumer Identity 447To Spend or Not to Spend, That Is the Question 447Income-Based Marketing 451Social Class and Consumer Identity 454Pick aPecking Order 455Income versus Social Class 457How Do We Measure Social Class? 457Social Class Around the World 459Status Symbols and Social Capital 462"What Do You Use That Fork Vor?" Taste Cultures, Codes,Cultural Capital 462Social and Cultural Capital 465Online Social Capital 466Status Symbols 467Cultural Systems 515Cultural Systems 515The Yin and Yang of Marketing and Culture 516Cultural Movement 516High and Low Culture 519Cultural Formulae 520Cultural Stories and Ceremonies 521Myths 522Rituals 523Sacred and Profane Consumption 533Sacralization 533Domains of Sacred Consumption 534From Sacred to Profane, and Back Again 536The Diffusion of Innovations 537How Do We Decide to Adopt an Innovation? 537
ContentsBehavioral Demands of Innovations 539What Determines If an Innovation Will Diffuse? 539The Fashion System 540Behavioral Science Perspectives on Fashion 541Cycles of Fashion Adoption 544Global Consumer Culture 546It's aBRAND-New World 547Adopt a Standardized Strategy 549Adopt a Localized Strategy 549Does Global Marketing Work? 551Chapter Summary 552Key Terms 554Review 554Consumer Behavior Challenge 555Case Study 556Notes 557Section 4 Data Case 562Appendix \: Sourees of Secondary Data 566Appendix II: Career in Consumer Research 569Glossary 571Index 5879
Consumer Behavior Buying, Having, and Being Twelfth Edition Global Edition Michael R. Solomon Saint Joseph's University Pearson Boston Columbus Indianapolis New York San Francisco Amsterdam CapeTown Dubai London Madrid Milan Munich Paris Montreal Toronto Delhi Mexico City Säo Paulo Sydney Hong Kong Seoul Singapore Taipei Tokyo . CONTENTS About the Author 11 New to this
