Michael Solomon Gary Bamossy S0ren Askegaard Margaret K. Hogg
F T Prentice Hall FINANCIAt TIMES
An imprint of P e a r s o n E d u c a t i o n Harlow, England • London • New York • Boston • San Francisco • Toronto • Sydney • Singapore • Hong Kong Tokyo • Seoul • Taipei • New Delhi • Cape Town • Madrid • Mexico City • Amsterdam • Munich • Paris • Milan
Gontents Preface Guided tour Acknowledgements Publisher's acknowledgements About the authors
XIV
xviii xxii xxiv xxvi
Part A Consumers in the marketplace Chapter 1 An introduction to consumer behaviour Consumption in Europe? The European consumer? Consumers' impact on marketing strategy Marketing's impact on consumers Do marketers manipulate consumers? Consumer behaviour as a field of study Chapter summary Key terms Consumer behaviour challenge Notes
3 4 8 14 20 22 27 27 28 28
Chapter 2 A consumer society
31
Consumer culture The meaning of things A branded world Global consumer culture The politics of consumption Chapter summary Key terms Consumer behaviour challenge Notes
32 ,33 37 41 49 54 55 55 56
Chapter 3 Shopping, buying and evaluating
59
Introduction Antecedent states Social and physical surroundings Shopping: motivations and experiences E-commerce: clicks vs. bricks Servicescapes: retailing as theatre Post-purchase satisfaction
How different is different? IKEA's challenge to appeal to local tastes globally
105
How second-hand consumption re-enchants and empowers the consumer's life
109
Port wine: ruby, tawny, white and the premiums
111
Case study 3
Case study 4
How Consumers see the world and themselves
viii
Chapter 4 Perception
117
Introduction The perceptual process Sensory systems Sensory thresholds Perceptual selection Interpretation: deciding what things mean Chapter summary Key terms Consumer behaviour challenge Notes
118 118 121 128 129 132 138 138 139 140
Chapter 5 The self
142
Perspectives on the self Consumption and self-concept Gender roles Body image Chapter summary Key terms Consumer behaviour challenge Notes
143 150 153 160 168 169 169 170
Chapter 6 Motivation, values and lifestyle
175
Introduction The motivation process: a psychological perspective Motivational strength Motivational direction
176 177 177 179
CONTENTS
Motivational conflicts Classifying consumer needs Hidden motives: the psychcoanalytical perspective Consumer desire Consumer involvement Consumer-generated content (CGC) Values The means-end chain model Materialism: another perspective on the 'why' of consumption? Sustainability: a new core value? Product disposal Chapter summary Key terms Consumer behaviour challenge Notes Case study 5 Case study 6 Case study 7 Case study 8 •"'•
Consuming ethically? Exploring the dilemmas facing ethical consumers
229
Being a real man about town: the challenge of the 'new masculinity'
232
Global brand strategies and local meaning making: contesting ideals of beauty
235
Consumption and immigration: the distribution of the Halal brand in Spain
239
Chapter 7 Learning and memory
245
Introduction Behavioural learning theories Marketing applications of learning principles The role of learning in memory Chapter summary Key terms Consumer behaviour challenge Notes
246 246 252 257 268 269 269 270
Attitudes
274
The power of attitudes The function of attitudes Forming attitudes Attitude models
275 275 282 287 ix
CONTENTS
Do attitudes predict behaviour? Persuading consumers to change attitudes Chapter summary Key terms Consumer behaviour challenge
Notes
290 296 306 306 307 307
Individual decision-making
312
Consumers as problem-solvers Problem recognition Information search Evaluation of alternatives Product choice: selecting among alternatives Chapter summary Key terms Consumer behaviour challenge
313 320 321 333 337 352 353 354 356
Notes Case study 9 Case study 10 Case study 11
Case study 12 Case study 13
How research into consumer attitudes led to the creation of the 02 brand
361
Fear, guilt and shame: the use of emotions in advertising to change public behaviour
364
What do consumers do with advertising: This lemon is a bomb: how consumers read rhetorical visual imagery in advertising
367
Hidden motives: is consumer behaviour shaped by fairy tale archetypes?
371
From lamb's fry, three eggs and bacon to processed cereal: Kellogg's transforms the Australian breakfast landscape in the post-war years
376
Part D European consumers and their social groups Chapter 10 Group influence and opinion leadership Introduction Reference groups Conformity Word-of-mouth communication Opinion leadership Chapter summary Key terms Consumer behaviour challenge
Notes
383 384 384 396 401 407 414 415 416 417
CONTENTS
Chapter 1 1 European family structures, household decision-making and age cohorts
422
Introduction The family The intimate corporation: family decision-making Children as decisiori-makers: consumers-in-training Age and consumer identity The teen market: it totally rules Baby busters: 'Generation X' Baby boomers The grey market Chapter summary Key terms Consumer behaviour challenge Notes
Consumer spending and economic behaviour Social class How social class affects purchase decisions Status symbols Capital and practices: class-based lifestyles Chapter summary Key terms Consumer behaviour challenge Notes '
454 460 470 475 478 483 484 484 485
Case study 14
Taking on adulthood: a story of consumption constraint
489
Case study 15
Good child, bad child: observing experiences of consumer socialization in a twenty-first century family
492
To consume or not to consume: motherhood as an identity project
495
Opting out, fitting in: stories from young non-drinkers
498
Case study 16 Case study 17
Chapter 13 Culture and consumer behaviour
505
Culture and consumption Myths and rituals Sacred and profane consumption Chapter summary Key terms
506 510 525 533 534 xi
s
CONTENTS
Consumer behaviour challenge Notes
534 535
Chapter 14 Cultural change processes
539
Introduction The diffusion of innovations The fashion system Chapter summary Key terms Consumer behaviour challenge Notes
540 554 560 570 571 571 572
Chapter 15 New times, new consumers
576
Lifestyles and consumption choices Lifestyle marketing Geographic influences on lifestyles Ethnic and, religious subcultures The new Euro-consumers Chapter summary Key terms Consumer behaviour challenge Notes
577 578 591 605 611 618 619 619 621
Case study 18
Case study 19
Case study 20
XII
When the pumpkins deflate: from the introduction of Hallowe'en to the autopsy of a failure
625
Firing enthusiasm: increasing acceptance of cremation and the implications for consumer behaviour
629
Commercialization of rituals: Ramadan celebrations in Turkey
633
Case study 2 1
I hate Christmas! Resisting the norms of the festival
636
Case study 22
"Tis the season . . .': brand ritualization of Xmas beer consumption
640
Glossary
643
Indexes Author index Product/company/name index Subject index
