Consumer Behaviour
A European Perspective
Michael R. Solomon, Soren Askegaard, Margaret K.Hogg, Gary J.
Bamossy
7th edition
1
,Contents
Chapter 1 Consumer behaviour and consumer society.................................................5
1.1 People in the marketplace....................................................................................5
1.2 Consumer behaviour is a process involving many actors....................................5
1.3 Many different types of specialist study consumer behaviour.............................6
1.4 Two different perspectives (paradigms)...............................................................7
1.5 The society we live in today can be described as a consumer society................7
1.6 Global consumer culture.......................................................................................7
1.7 The politics of consumption..................................................................................8
1.8 New forms of consumption: sharing stuff...........................................................10
Chapter 2: Shopping, buying and disposing................................................................10
2.1 consumers’ choices............................................................................................10
2.2 Antecedents states.............................................................................................10
2.2 Purchase environment........................................................................................12
2.3 The sales person.................................................................................................14
2.4 Product disposal.................................................................................................14
Chapter 3: Perception and meaning............................................................................15
3.1 The perceptual process......................................................................................15
3.2 Sensory systems.................................................................................................15
3.3 Perceptual selection...........................................................................................16
3.4 The meaning of things........................................................................................18
3.5 A branded world.................................................................................................18
3.6 The role of semiotics..........................................................................................18
3.7 A postmodern consumer culture?.......................................................................19
Chapter 4: The self.......................................................................................................20
4.1 The self-concept is a complex and composite one.............................................20
4.2 Products that shape the self: you are what you consume..................................21
4.3 The digital self....................................................................................................22
2
, 4.4 Gender roles.......................................................................................................22
4.5 Body image.........................................................................................................23
4.6 Cosmetic surgery and body decoration or mutilation........................................24
Chapter 5. Motivation, lifestyle and values..................................................................25
5.1 It is important for marketers to recognise that products can satisfy a range of
consumer needs.......................................................................................................25
5.2 Consumers experience different kinds of motivational conflicts that can impact
their purchase decision.............................................................................................26
5.3 Consumer involvement.......................................................................................28
5.4 Lifestyle consumer identity and consumption choices.......................................29
5.5 Lifestyle marketing.............................................................................................30
5.6 Psychographics...................................................................................................30
5.7 Values................................................................................................................31
Chapter 6. Learning and memory................................................................................33
6.2 Behavioural learning theories.............................................................................33
6.3 Classical conditioning.........................................................................................33
6.4 Learned associations with brands generalise to other products, and this is
important to marketers............................................................................................34
6.5 Observational learning.......................................................................................36
6.6 Marketing applications of learning principles.....................................................36
6.7 Conditioning Product Associations......................................................................36
6.8 The role of learning in memory..........................................................................38
6.9 measuring memory for advertising....................................................................42
Chapter 7. Attitudes.....................................................................................................43
7.1 The function of attitudes....................................................................................43
7.2 How do we form attitudes?.................................................................................43
7.3 Attitudes and consistency..................................................................................45
7.4 Measuring attitudes............................................................................................46
7.5 Do attitudes predict behaviour?.........................................................................47
7.6 How do marketers change attitudes?.................................................................47
Chapter 8. Decision-making.........................................................................................49
8.1 Introduction........................................................................................................49
8.2 Cognitive decision-making..................................................................................50
Habitual decision-making.........................................................................................56
8.3 Behavioural economics: priming and nudging...................................................56
8.4 decision-making biases, heuristics, and mental short cuts................................57
Affective decision-making.........................................................................................58
3
, Chapter 9. Groups and social media............................................................................58
9.1 Groups................................................................................................................58
Social power.............................................................................................................59
Reference groups......................................................................................................60
Conformity................................................................................................................61
9.2 Word-of-mouth communication..........................................................................63
9.3 Opinion leadership..............................................................................................63
9.4 The social media revolution................................................................................65
Digital word of mouth...............................................................................................66
Chapter 10. European families....................................................................................67
10.3 Effects of family structure on consumption......................................................67
10.4 Children as decision-makers: consumers in training........................................68
10.5 Age and consumer identity...............................................................................68
10.7 baby boomers...................................................................................................69
10.8 The grey market...............................................................................................69
Chapter 11. Income and social class...........................................................................70
11.1 Introduction......................................................................................................70
Consumer spending and economic behaviour..........................................................70
11.2 Social class.......................................................................................................71
11.3 How social class affects purchase decisions....................................................73
11.4 Status symbols.................................................................................................74
11.5 Capital and practices: class-based lifestyles....................................................75
Chapter 12: culture and consumer behaviour.............................................................75
4
A European Perspective
Michael R. Solomon, Soren Askegaard, Margaret K.Hogg, Gary J.
Bamossy
7th edition
1
,Contents
Chapter 1 Consumer behaviour and consumer society.................................................5
1.1 People in the marketplace....................................................................................5
1.2 Consumer behaviour is a process involving many actors....................................5
1.3 Many different types of specialist study consumer behaviour.............................6
1.4 Two different perspectives (paradigms)...............................................................7
1.5 The society we live in today can be described as a consumer society................7
1.6 Global consumer culture.......................................................................................7
1.7 The politics of consumption..................................................................................8
1.8 New forms of consumption: sharing stuff...........................................................10
Chapter 2: Shopping, buying and disposing................................................................10
2.1 consumers’ choices............................................................................................10
2.2 Antecedents states.............................................................................................10
2.2 Purchase environment........................................................................................12
2.3 The sales person.................................................................................................14
2.4 Product disposal.................................................................................................14
Chapter 3: Perception and meaning............................................................................15
3.1 The perceptual process......................................................................................15
3.2 Sensory systems.................................................................................................15
3.3 Perceptual selection...........................................................................................16
3.4 The meaning of things........................................................................................18
3.5 A branded world.................................................................................................18
3.6 The role of semiotics..........................................................................................18
3.7 A postmodern consumer culture?.......................................................................19
Chapter 4: The self.......................................................................................................20
4.1 The self-concept is a complex and composite one.............................................20
4.2 Products that shape the self: you are what you consume..................................21
4.3 The digital self....................................................................................................22
2
, 4.4 Gender roles.......................................................................................................22
4.5 Body image.........................................................................................................23
4.6 Cosmetic surgery and body decoration or mutilation........................................24
Chapter 5. Motivation, lifestyle and values..................................................................25
5.1 It is important for marketers to recognise that products can satisfy a range of
consumer needs.......................................................................................................25
5.2 Consumers experience different kinds of motivational conflicts that can impact
their purchase decision.............................................................................................26
5.3 Consumer involvement.......................................................................................28
5.4 Lifestyle consumer identity and consumption choices.......................................29
5.5 Lifestyle marketing.............................................................................................30
5.6 Psychographics...................................................................................................30
5.7 Values................................................................................................................31
Chapter 6. Learning and memory................................................................................33
6.2 Behavioural learning theories.............................................................................33
6.3 Classical conditioning.........................................................................................33
6.4 Learned associations with brands generalise to other products, and this is
important to marketers............................................................................................34
6.5 Observational learning.......................................................................................36
6.6 Marketing applications of learning principles.....................................................36
6.7 Conditioning Product Associations......................................................................36
6.8 The role of learning in memory..........................................................................38
6.9 measuring memory for advertising....................................................................42
Chapter 7. Attitudes.....................................................................................................43
7.1 The function of attitudes....................................................................................43
7.2 How do we form attitudes?.................................................................................43
7.3 Attitudes and consistency..................................................................................45
7.4 Measuring attitudes............................................................................................46
7.5 Do attitudes predict behaviour?.........................................................................47
7.6 How do marketers change attitudes?.................................................................47
Chapter 8. Decision-making.........................................................................................49
8.1 Introduction........................................................................................................49
8.2 Cognitive decision-making..................................................................................50
Habitual decision-making.........................................................................................56
8.3 Behavioural economics: priming and nudging...................................................56
8.4 decision-making biases, heuristics, and mental short cuts................................57
Affective decision-making.........................................................................................58
3
, Chapter 9. Groups and social media............................................................................58
9.1 Groups................................................................................................................58
Social power.............................................................................................................59
Reference groups......................................................................................................60
Conformity................................................................................................................61
9.2 Word-of-mouth communication..........................................................................63
9.3 Opinion leadership..............................................................................................63
9.4 The social media revolution................................................................................65
Digital word of mouth...............................................................................................66
Chapter 10. European families....................................................................................67
10.3 Effects of family structure on consumption......................................................67
10.4 Children as decision-makers: consumers in training........................................68
10.5 Age and consumer identity...............................................................................68
10.7 baby boomers...................................................................................................69
10.8 The grey market...............................................................................................69
Chapter 11. Income and social class...........................................................................70
11.1 Introduction......................................................................................................70
Consumer spending and economic behaviour..........................................................70
11.2 Social class.......................................................................................................71
11.3 How social class affects purchase decisions....................................................73
11.4 Status symbols.................................................................................................74
11.5 Capital and practices: class-based lifestyles....................................................75
Chapter 12: culture and consumer behaviour.............................................................75
4
