Consumer Behavior and Marketing Action
This text ties together a conceptual foundation of consumer behaviour with an applications orientation. It is intended for undergraduate-level courses in consumer behaviour and also as an introductory course at MBA level.
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CONSUMER DECISION MAKING
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Advertising Age Advertising Research Adweek African-Americans American American Marketing Association appeal Asian-Americans asso Association AT&T attitudes toward attributes attribution theory baby boomers baby busters beliefs Belk benefits brand attitudes brand evaluation brand loyalty Burger King Business Week campaign cereal chapter characteristics choice cholesterol classical conditioning Coca-Cola cognitive cognitive dissonance compact cars compact disc players complex decision concept test consumer behavior Consumer Research consumer rights consumer's Crystal Pepsi cultural demographic develop Diet Coke Diet Pepsi differences discretionary income Duracell echo boom effective elaboration likelihood model environmental example Exhibit Federal Trade Commission Figure Gestalt psychology high involvement Hispanic Hispanic-Americans However identify implications important increase influence innovation instrumental conditioning involved consumers Joe Camel Johnson & Johnson Journal of Consumer Journal of Marketing Kellogg's keting Kmart Levi Strauss lifestyle Listerine long-term memory low involvement major appliances market segmentation Marketing Research marketing strategies Marlboro married couples mass media mation McDonald's Morton salt Moschis needs norms opinion leaders opinion leadership percent perceptual defense perceptual mapping personal computers Philip Morris Pillsbury Doughboy posi positive Procter & Gamble prod product category product positioning purchasing behavior Reebok reference groups result risk role Saturn segment selective perception self-concept semiotics situation snack snack food social social class social judgment theory sociometric technique soft drinks Source stimuli subculture subliminal advertising sumers symbols target Television Advertising terminal values theory tion toothpaste Toshiba Trait theory unconditioned stimulus values Wall Street Journal Weber's law word-of-mouth word-of-mouth communication Ziploc