《消费者行为学 英文版》

Introduction:the importance of understanding consumer behaviour1

Consumers and the marketing concept1

Consumers and the four Ps3

Consumers and segmentation6

The consumer and relationship marketing6

The consumer and marketing planning8

Key points from the introduction9

1 Drive,motivation and hedonism10

Classification of motives10

Drive13

Motivation in action14

Maslow's hierarchy of need16

Fred Hertzberg and the hygiene/motivators theory18

Pain avoidance19

Hedonism20

Key points from this chapter21

2 Goals and incentives,uncertainty and post-purchase dissonance23

Goals23

Problems with goals25

Risk and uncertainty28

Heuristics29

Interrupts31

Post-purchase dissonance32

Key points from this chapter35

Roles and life as theatre37

3 Personality,traits,self-concept,routines and habits37

Personality39

Approaches to studying personality40

Hedonic consumption42

Type approach42

Traits and factors44

Psychographics45

Self-concept47

Key points from this chapter50

4 Learning and perception52

Learning52

Classical learning theory53

Operant conditioning57

Cognitive learning59

Perception64

Key points from this chapter67

5 Attitudes69

Introduction69

Dimensions of attitude70

Attitude formation72

Changing consumers'attitudes74

Attitude measurement76

Functions of attitudes77

Attitude and behaviour78

Private versus public attitudes80

Attitude versus situation81

Attitude towards ads versus attitude towards brand82

General versus specific attitudes82

Key points from this chapter83

6 The environment,class and culture85

The environment:situational influences85

Culture90

Class93

Key points from this chapter96

7 Peer and reference groups,and the family98

Peer and reference groups98

The family104

Influence of children on buying decisions108

Mechanisms of personal influence111

Key points from this chapter116

8 New and repeat buying behaviour118

Decision-making models118

Pre-purchase activities120

Factors affecting the external search for information122

Making the choice125

Categorization of decision rules126

New products:the diffusion of innovation128

Marketing approaches to new product launches135

Key points from this chapter135

Involvement138

9 High-involvement purchasing behaviour138

Purchasing high-tech consumer durables142

Unsought goods143

Key points from this chapter149

10 Segmentation151

Reasons for segmenting markets151

Choosing a segment157

Segmenting a market158

Strategic options163

Key points from this chapter165

11 Buyer behaviour in services markets166

Services-products or not?166

Consumer approaches to information gathering167

Risk and uncertainty168

Involvement171

Sales promotion172

Service levels173

Handling dissonance175

Key points from this chapter177

12 Consumer behaviour in the marketing mix179

Introduction179

Consumer research188

Marketing in the twenty-first century190

Customer care and service levels191

Key points from this chapter191

Index193