Introduction ................................................................ 1
Part I: Introduction to Consumer Behavior ..................... 7
Chapter 1: Consumer Behavior: The Basics ...................................................................9
Chapter 2: Understanding How Consumers Make Purchase Decisions....................27
Chapter 3: Applying Consumer Behavior to Marketing Strategy...............................43
Part II: Delving Into the Psychology
of the Individual Consumer ......................................... 69
Chapter 4: Recognizing Need and Desire: Motivation and Emotion .........................71
Chapter 5: Supplying Information and Inl  uencing Perception ..................................85
Chapter 6: Uncovering Attitudes: General and Lasting Evaluations .........................99
Chapter 7: Dei ning the Role of Identity: Self-Concepts and Lifestyle .....................113
Part III: Consumers in Their Social
and Cultural Settings ............................................... 133
Chapter 8: Cultural Inl  uences ......................................................................................135
Chapter 9: The Inl uences of Household Structure and Role ...................................149
Chapter 10: The Power of the Masses: Group Inl  uences .........................................167
Chapter 11: Defying Legislated or Moral Laws: Consumer Misbehavior ................183
Part IV: Crafting Your Marketing Strategy ................. 197
Chapter 12: Conducting Market Research ..................................................................199
Chapter 13: Identifying Target Markets through Segmentation ..............................223
Chapter 14: Unearthing New Market Opportunities ..................................................245
Part V: Implementing Your Strategy
with a Marketing Plan ............................................. 257
Chapter 15: Understanding Marketing Ethics ............................................................259
Chapter 16: Evoking Awareness through Positioning ...............................................271
Chapter 17: Leading Customers from Attention to Action .......................................287
Chapter 18: Convincing Consumers to Adopt New Products
or Changes in Terms ...................................................................................................301
Chapter 19: Cultivating Customer Loyalty .................................................................315
Part VI: The Part of Tens .......................................... 325
Chapter 20: Ten Easy Ways to Enhance Customer Satisfaction ..............................327
Chapter 21: Ten Special Considerations for Business-to-Business Marketing.......331
Appendix: Glossary .................................................. 337
Index ...................................................................... 345