消费者行为学

Contents
Introduction: the importance of understanding
consumer behaviour
Consumers and the marketing concept
Consumers and the four Ps
Consumers and segmentation
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Contents
Introduction: the importance of understanding
consumer behaviour
Consumers and the marketing concept
Consumers and the four Ps
Consumers and segmentation
The consumer and relationship marketing
The consumer and marketing planning
Key points from the introduction
1 Drive, motivation and hedonism
Classification of motives
Drive
Motivation in action
Maslow's hierarchy of need
Fred Hertzberg and the hygiene/motivators theory
Pain avoidance
Hedonism
Key points from this chapter
2 Goals and incentives, uncertainty and post-purchase
dissonance
Goals
Problems with goals
Risk and uncertainty
Heuristics
Interrupts
Post-purchase dissonance
Key points from this chapter
3 Personality, traits, self-concept, routines and habits
Roles and life as theatre
Personality
Approaches to studying personality
Hedonic consumption
Type approach
Traits and factors
Psychographics
Self-concept
Key points from this chapter
4 Leaming and perception
Learning
Classical leaming theory
Operant conditioning
Cognitive learning
Perception
Key points from this chapter
5 Attitudes
Introduction
Dimensions of attitude
Attitude formation
Changing consumers' attitudes
Attitude measurement
Functions of attitudes
Attitude and behaviour
Private versus public attitudes
Attitude versus situation
Attitude towards ads versus attitude towards brand
General versus specific attitudes
Key points from this chapter
6 The environment, class and culture
The environment: situational influences
Culture
Class
Key points from this chapter
7 Peer and reference groups, and the family
Peer and reference groups
The family
Influence of children on buying decisions
Gender roles
Mechanisms of personal influence
Key points from this chapter
8 New and repeat buying behaviour
Decision-making models
Pre-purchase activities
Factors affecting the extemal search for information
Making the choice
Categorization of decision rules
New products: the diffusion of innovation
Marketing approaches to new product launches
Key points from this chapter
9 High-involvement purchasing behaviour
Involvement
Purchasing high-tech consumer durables
Unsought goods
Key points from this chapter
10 Segmentation
Reasons for segmenting markets
Choosing a segment
Segmenting a market
Strategic options
Key points from this chapter
11 Buyer behaviour in services markets
Services - products or not?
Consumer approaches to information gathering
Risk and uncertainty
Involvement
Sales promotion
Service levels
Handling dissonance
Kev points from this chapter
12 Consumer behaviour in the marketing mix
Introduction
Consumer research
Marketing in the twenty-first century
Customer care and service levels
Key points from this chapter
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