Description

Designed to be used alone or packaged WITH ANY core texts in consumer behaviour.

This unique casebook applies consumer behaviour theory to practice via thirty-five cases and activities.

Features

Designed to be used alone or packaged WITH ANY core texts in consumer behavior.

This unique casebook applies consumer behavior theory to practice via thirty-five cases and activities.

N EW! The following cases are new to this edition:
•    Measuring Customer Loyalty with the Net Promoter Score
•    Customer Experience Management
•    The Just Noticeable Difference
•    Perceptual Maps
•    Memorable Taglines
•    Needs and Motivation
•    Adopter Categories
•    Hierarchies of Effects
•    Social Judgment Theory and Attitude Change
•    Balance Theory and Spokesperson Strategies
•    Decision Heuristics
•    The Chinese Consumer

OTHER TOPICS OF DISTINCTION

•     Applies consumer behavior theory to practice—These kinds of applications are in demand but hard to find; this supplemental text fills that gap.

o    Instructors can adopt standalone or request that it be shrink-wrapped with any Prentice Hall text.

•     Thirty-five intermediate level cases and exercises.

o    Gives students the opportunity to critically analyze the fundamental principles of consumer behavior, and experience some of the complexities inherent in the application of these principles within realistic business contexts.

•     Exercises on classical and instrumental conditioning—Provides several real-world examples.

o    Helps students recognize the use of learning theory in marketing campaigns.

•    Many extended cases.

o    Gives students models for the application of consumer psychology in the “real world” inhabited by marketing managers, product managers, and marketing research practitioners.

New to this Edition

N EW! The following cases are new to this edition:
•    Measuring Customer Loyalty with the Net Promoter Score
•    Customer Experience Management
•    The Just Noticeable Difference
•    Perceptual Maps
•    Memorable Taglines
•    Needs and Motivation
•    Adopter Categories
•    Hierarchies of Effects
•    Social Judgment Theory and Attitude Change
•    Balance Theory and Spokesperson Strategies
•    Decision Heuristics
•    The Chinese Consumer

Table of Contents

SECTION I: The Importance of Customer Centricity

1. Customer Retention and Profitability
2. Measuring Customer Loyalty with the Net Promoter Score
3. Customer Experience Management

SECTION II: Customer Perception

4. Information Overload
5. The Just Noticeable Difference
6. Perceptual Maps                                

SECTION III: Customer Learning and Memory

7. Behavioral Learning: Classical and Operant Conditioning
8. Memorable Taglines
9. Memory Models and Promotional Strategies

SECTION IV: Customer Motivation and Personality

10. The Great Debate
11. Needs and Motivation
12. Appealing to the Id, Superego, and Ego

SECTION V: Segmenting, Targeting, and Positioning

13. VALS™ Segmentation Categories
14. Positioning Strategies
15. Adopter Categories

SECTION VI: Reference Group Influence and Diffusion of Innovation

16. Forms of Reference Group Influence
17. Types of Reference Groups
18. Diffusion of Innovations

SECTION VII: Customer Attitudes

19. Hierarchies of Effects
20. The Fishbein Model of Attitude Measurement
21. The Extended Fishbein Model

SECTION VIII: Marketing Communication and Attitude Change

22. Multiattribute Models and Attitude Change Strategies
23. The Elaboration Likelihood Model
24. Social Judgment Theory and Attitude Change
25. Balance Theory and Spokesperson Strategies

SECTION IX: Customer Decision Making

26. Group/Family Decision Making
27. Decision Heuristics
28. Decision Rules I: Introduction to Decision Rules
29. Decision Rules II: The Application of Decision Rules

SECTION X: Qualitative and Interpretive Consumer Research

30. Projective Techniques
31. Laddering Interviews and Means-End Analysis
32. Information Display Board

SECTION XI: Cultural and Subcultural Influences

33. The Diversity of Customer Behavior
34. Culture and Customer Behavior
35. The Chinese Consumer