Expert answer:Consumer Behavior

Expert answer:Unit 1 Cite and reference your work properly according to APA using at least TWO SCHOLARLY sources from EBSCO on the topic specified in your initial post. 250 words. List and describe at least TWO products or services that you and your friends or members of your social group use. Explain how these products or services help to create group bonds. Support your post with scholarly RESEARCH from EBSCO ON SOCIAL GROUPS, GROUP BONDS, and the ability of products to CREATE GROUP BONDS. Unit 2 Cite and reference your work properly according to APA using at least TWO SCHOLARLY sources from EBSCO on the topic specified in your initial post. 250 words. Geodemographic marketing techniques assume that people who live in the same neighborhood have other things in common as well. Explain how you have seen this marketing concept work and include specific products or services in your explanation. Support your post with scholarly RESEARCH from EBSCO ON GEODEMOGRAPHICS. Unit 3 Cite and reference your work properly according to APA using at least TWO SCHOLARLY sources from EBSCO on the topic specified in your initial post. 250 words. Discuss the concept of negative reference groups (also called avoidance groups). Identify an avoidance group for you and your peers and discuss the purchasing behavior of your group members with regard to this avoidance group. In other words, what do you purchase (or not purchase) in order that you will not be associated with this avoidance group? Support your post with scholarly RESEARCH from EBSCO ON AVOIDANCE GROUPS, REFERENCE GROUPS, and NEGATIVE REFERENCE GROUPS Unit 4 Cite and reference your work properly according to APA using at least TWO SCHOLARLY sources from EBSCO on the topic specified in your initial post. 250 words. Marketing efforts are often targeted to specific social classes. What are some of the difficulties in accurately measuring social class in today’s society? What are some ways to get around these obstacles in order to successfully target the desired social class? Support your post with scholarly RESEARCH from EBSCO ON MEASURING SOCIAL CLASS and MARKETING TO SPECIFIC SOCIAL CLASSES. Unit 5 Cite and reference your work properly according to APA using at least TWO SCHOLARLY sources from EBSCO on the topic specified in your initial post. 250 words. Pretend that you work in the marketing research department for a major apparel manufacturing firm. How might you apply the lead user concept to help you identify new product opportunities? Provide a specific example. Support your post with scholarly RESEARCH from EBSCO ON LEAD USERS and MARKETING USING LEAD USERS.
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CONSUMER BEHAVIOR
Buying, Having, and Being
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MICHAEL R. SOLOMON
Consumer Behavior: Buying, Having, and Being, Twelfth Edition, by Michael R. Solomon. Published by Pearson. Copyright © 2017 by Pearson Education, Inc.
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ISBN 1-323-46948-6
Consumer Behavior: Buying, Having, and Being, Twelfth Edition, by Michael R. Solomon. Published by Pearson. Copyright © 2017 by Pearson Education, Inc.
Consumer Behavior
Buying, Having, and Being
TwelfthMEdition
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Saint Joseph’s University
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Michael R. Solomon
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Boston Columbus Indianapolis New York San Francisco Amsterdam
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Consumer Behavior: Buying, Having, and Being, Twelfth Edition, by Michael R. Solomon. Published by Pearson. Copyright © 2017 by Pearson Education, Inc.
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Library of Congress Cataloging-in-Publication Data
2
Names: Solomon, Michael R., author.
Title: Consumer behavior/Michael R. Solomon.
B Consumer behavior, 2015.|Includes index.
Description: 12 Edition.|Hoboken : Pearson, 2017.|Revised edition of the author’s
Identifiers: LCCN 2015041651|ISBN 9780134129938 (student edition)
U
Subjects: LCSH: Consumer behavior.
Classification: LCC HF5415.32 .S6 2017|DDC 658.8/342—dc23
LC record available at http://lccn.loc.gov/2015041651
ISBN-13: 978-0-13-412993-8
ISBN-10:
0-13-412993-8
Consumer Behavior: Buying, Having, and Being, Twelfth Edition, by Michael R. Solomon. Published by Pearson. Copyright © 2017 by Pearson Education, Inc.
ISBN 1-323-46948-6
10 9 8 7 6 5 4 3 2 1
BRIEF CONTENTS
Section 1
Section 2
●
●
Foundations of Consumer Behavior
Chapter 1
Buying, Having,
Mand Being: An Introduction to Consumer Behavior
Chapter 2
Consumer andCSocial Well-Being
Internal
Chapter 3
Chapter 4
Chapter 5
Chapter 6
Chapter 7
Section 3
●
●
D
O
InfluencesN on Consumer Behavior
O
Perception 74
Learning and U
Memory 108
GAffect 150
Motivation and
HGender, and Body 178
The Self: Mind,
,
Personality, Lifestyles,
and Values 220
B
I
T
Chapter 9
Decision Making 312
T
Chapter 10
Buying, Using, and Disposing 358
A
N
Consumers in Their
Y Social and
Chapter 11
Chapter 12
Chapter 13
262
Cultural Settings
391
392
424
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Chapter 14
5
Income and Social Class
9
Subcultures 456
9
Culture 492
2
B
U
73
261
Attitudes and Persuasive Communications
Groups and Social Media
4
34
Choosing and Using
R Products
Chapter 8
Section 4
3
iii
Consumer Behavior: Buying, Having, and Being, Twelfth Edition, by Michael R. Solomon. Published by Pearson. Copyright © 2017 by Pearson Education, Inc.
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Consumer Behavior: Buying, Having, and Being, Twelfth Edition, by Michael R. Solomon. Published by Pearson. Copyright © 2017 by Pearson Education, Inc.
CONTENTS
About the Author xi
New to this Edition! xiii
Preface xv
Acknowledgments xxi
Chapter 2 ● Consumer and Social
Well-Being 34
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Section 1 ● Foundations of
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Consumer Behavior 3
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Chapter 1 ● Buying, Having, and Being: U
An Introduction to Consumer Behavior 4 G
Consumer Behavior: People in the Marketplace 5
H
What Is Consumer Behavior? 6
,
Business Ethics and Consumer Rights 35
Needs and Wants: Do Marketers Manipulate Consumers? 36
Consumer Behavior Is a Process 7
Consumers’ Impact on Marketing Strategy 8
Consumers Are Different! How We Divide Them Up 8
Marketing’s Impact on Consumers 13
Popular Culture Is Marketing Is Popular Culture … 13
All the World’s a Stage 15
What Does It Mean to Consume? 17
What Do We Need—Really? 18
The Global “Always-On” Consumer 19
The Digital Native: Living a Social [Media] Life 19
Consumer Behavior as a Field of Study 22
Where Do We Find Consumer Researchers? 22
Interdisciplinary Influences on the Study of Consumer
Behavior 23
Two Perspectives on Consumer Research 24
Should Consumer Research Have an Academic or an Applied
Focus? 26
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Taking It from Here: The Plan of the Book 28
Chapter Summary 29
Key Terms 29
Review 30
Consumer Behavior Challenge 30
Case Study 31
Notes 32
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Consumers’ Rights and Product Satisfaction 41
Market Regulation 44
Consumerism 44
Transformative Consumer Research 46
Social Marketing and Corporate Social Responsibility
(CSR) 46
Major Policy Issues Relevant to Consumer Behavior 48
Data Privacy and Identity Theft 48
Market Access 50
Sustainability and Environmental Stewardship 51
The Dark Side of Consumer Behavior 56
Consumer Terrorism 56
Addictive Consumption 57
Consumed Consumers 59
Illegal Acquisition and Product Use 60
Chapter Summary 61
Key Terms 62
Review 62
Consumer Behavior Challenge 62
Case Study 63
Notes 65
Section 1 Data Case 69
5 Section 2 ● Internal Influences
9 Consumer Behavior 73
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2
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B Chapter 3 Perception 74
U Sensation 74
on
Hedonic Consumption 76
Sensory Marketing 77
The Stages of Perception 86
Stage 1: Exposure 86
Stage 2: Attention 91
Stage 3: Interpretation 95
v
Consumer Behavior: Buying, Having, and Being, Twelfth Edition, by Michael R. Solomon. Published by Pearson. Copyright © 2017 by Pearson Education, Inc.
vi
Contents
Chapter Summary 102
Key Terms 103
Review 103
Consumer Behavior Challenge 103
Case Study 104
Notes 105
Chapter 4 ● Learning and Memory 108
How Do We Learn? 108
Behavioral Learning Theories 109
Marketing Applications of Classical Conditioning
Principles 111
Marketing Applications of Instrumental Conditioning
Principles 118
Gamification: The New Frontier for Learning Applications 118
Cognitive Learning Theory 120
How Do We Learn to Be Consumers? 122
Memory 128
How Our Brains Encode Information 129
Memory Systems 130
How Our Memories Store Information 130
How We Retrieve Memories When We Decide What to
Buy 134
What Makes Us Forget? 135
How We Measure Consumers’ Recall of Marketing
Messages 137
Bittersweet Memories: The Marketing Power of Nostalgia 139
Chapter Summary 141
Key Terms 142
Review 142
Consumer Behavior Challenge 143
Case Study 144
Notes 145
Chapter 5 ● Motivation and Affect 150
The Motivation Process: Why Ask Why? 150
Motivational Strength 151
Motivational Direction 152
How We Classify Consumer Needs 155
Consumer Involvement 163
Types of Involvement 165
Chapter 6 ● The Self: Mind, Gender,
and Body 178
M
The
C Self 178
the Self Exist? 179
D Does
Self-Concept 179
O Are We What We Buy? 183
N The Extended Self 186
Embodied Cognition 188
O The Digital Self 189
U
Gender Identity 190
G Sex Role Socialization 191
Gender Identity Versus Sexual Identity
H Sex-Typed Products 193
,The Body 199
192
Ideals of Beauty 200
Body Decoration and Mutilation 206
B
Chapter
Summary 210
R
Key Terms 210
IReview 211
T
Consumer Behavior Challenge 211
Case Study 213
T
Notes 214
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Chapter 7 ● Personality, Lifestyles,
and Values 220
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Personality 221
9 Consumer Behavior on the Couch: Freudian Theory 221
9 Neo-Freudian Theories 224
Trait Theory 227
2
Brand Personality 231
B
Lifestyles and Consumer Identity 236
U Product Complementarity and Co-Branding Strategies 239
Psychographics 240
Values 245
Core Values 246
How Do Values Link to Consumer Behavior? 249
Consumer Behavior: Buying, Having, and Being, Twelfth Edition, by Michael R. Solomon. Published by Pearson. Copyright © 2017 by Pearson Education, Inc.
ISBN 1-323-46948-6
Affect 158
Types of Affective Responses 158
Positive Affect 159
Negative Affect 161
How Social Media Tap into Our Emotions 163
Chapter Summary 172
Key Terms 172
Review 172
Consumer Behavior Challenge 173
Case Study 174
Notes 175
Contents
Cognitive Decision Making 317
Steps in the Cognitive Decision-Making Process 317
Neuromarketing 321
Online Decision Making 324
How Do We Put Products into Categories? 325
Chapter Summary 252
Key Terms 252
Review 253
Consumer Behavior Challenge 253
Case Study 254
Notes 255
Section 2 Data Case 258
Section 3 ● Choosing and Using
Products 261
Chapter 8 ● Attitudes and Persuasive
Communications 262
The Power of Attitudes 263
The ABC Model of Attitudes 264
Hierarchies of Effects 264
How Do We Form Attitudes? 267
All Attitudes Are Not Created Equal 267
The Consistency Principle 268
Self-Perception Theory 269
Social Judgment Theory 270
Balance Theory 270
Attitude Models 274
Do Attitudes Predict Behavior? 276
Trying to Consume 280
Persuasion: How Do Marketers Change Attitudes? 280
Decisions, Decisions: Tactical Communications Options 281
The Elements of Communication 282
The Source 284
The Message 289
New Message Formats: The Social Media Revolution 293
Reality Engineering 295
Types of Message Appeals 297
The Source Versus the Message: Do We Sell the Steak
or the Sizzle? 300
ISBN 1-323-46948-6
Chapter Summary 302
Key Terms 303
Review 304
Consumer Behavior Challenge 304
Case Study 306
Notes 307
Chapter 9 ● Decision Making 312
Habitual Decision Making 330
Priming and Nudging 331
Heuristics: Mental Shortcuts 332
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Collective Decision Making 334
B2B Decision Making 335
How Does B2B Decision Making Compare to Consumer
Decision Making? 336
B2B E-Commerce 338
The Intimate Corporation: Family Decision Making 339
How Families Decide 340
The Wife 343
The Husband 344
Chapter Summary 346
Key Terms 347
Review 348
Consumer Behavior Challenge 348
Case Study 351
Notes 353
B
R Chapter 10 ● Buying, Using, and
I Disposing 358
T Situational Effects on Consumer Behavior 359
T
The Consumption Situation 359
Temporal Factors 360
A
N The Shopping Experience 363
E-Commerce: Clicks Versus Bricks 366
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Retailing as Theater 367
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In-Store Decision Making 370
The Salesperson: A Lead Role in the Play 373
Ownership and the Sharing Economy 373
Postpurchase Satisfaction and Disposal 375
Postpurchase Satisfaction 375
Product Disposal 376
Chapter Summary 379
Key Terms 380
Review 380
Consumer Behavior Challenge 381
Case Study 382
Notes 383
Section 3 Data Case 387
What’s Your Problem? 313
Hyperchoice 313
Self-Regulation 314
Consumer Behavior: Buying, Having, and Being, Twelfth Edition, by Michael R. Solomon. Published by Pearson. Copyright © 2017 by Pearson Education, Inc.
vii
viii
Contents
Section 4 ● Consumers in Their
Social and Cultural Settings 391
Chapter 11 ● Groups and Social
Media 392
Groups 393
Social Power 393
Reference Groups 394
Conformity 396
Brand Communities 398
Word-of-Mouth Communication 399
Buzz Building 402
Negative WOM 403
Opinion Leadership 404
How Influential Is an Opinion Leader? 405
Types of Opinion Leaders 405
How Do We Find Opinion Leaders? 406
The Social Media Revolution 408
Online Social Networks and Brand Communities 410
Social Games 411
Digital Word-of-Mouth 412
Digital Opinion Leaders 415
Chapter Summary 416
Key Terms 417
Review 417
Consumer Behavior Challenge 418
Case Study 419
Notes 420
Chapter 12 ● Income and Social
Class 424
Income and Consumer Identity 425
To Spend or Not to Spend, That Is the Question 425
Income-Based Marketing 429
Social Class and Consumer Identity 432
Pick a Pecking Order 433
Income versus Social Class 435
How Do We Measure Social Class? 435
Social Class Around the World 437
Chapter 13 ● Subcultures 456
Ethnic and Racial Subcultures 457
M Subcultural Stereotypes 458
C Ethnicity and Acculturation 458
The “Big Three” American Ethnic Subcultures 460
D
Religious Subcultures 464
O
Organized Religion and Consumption 467
N Born Again Consumers 467
O Islamic Marketing 468
The Family Unit and Age Subcultures 470
U
Family Structure 470
G Age Cohorts 473
H Children: Consumers-in-Training 473
Gen Y and Gen Z 474
, Gen X 478
The Mature Market 478
Place-Based Subcultures 482
B
R
Chapter Summary 483
IKey Terms 484
Review 484
T
Consumer Behavior Challenge 484
T Study 486
Case
Notes
A 488
N
Chapter
14 ● Culture 492
Y
Cultural Systems 493
5 Cultural Systems 493
9 The Yin and Yang of Marketing and Culture 494
Cultural Movement 494
9 High and Low Culture 497
2 Cultural Formulae 498
Cultural
Stories and Ceremonies 499
B
Myths 500
U Rituals 501
Sacred and Profane Consumption 511
Sacralization 511
Domains of Sacred Consumption 512
From Sacred to Profane, and Back Again 514
The Diffusion of Innovations 515
How Do We Decide to Adopt an Innovation? 515
Consumer Behavior: Buying, Having, and Being, Twelfth Edition, by Michael R. Solomon. Published by Pearson. Copyright © 2017 by Pearson Education, Inc.
ISBN 1-323-46948-6
Status Symbols and Social Capital 440
“What Do You Use That Fork For?” Taste Cultures, Codes, and
Cultural Capital 440
Social and Cultural Capital 443
Online Social Capital 444
Status Symbols 445
Chapter Summary 450
Key Terms 450
Review 450
Consumer Behavior Challenge 451
Case Study 451
Notes 453
Contents
Behavioral Demands of Innovations 517
What Determines If an Innovation Will Diffuse? 517
Review 532
Consumer Behavior Challenge 533
Case Study 534
Notes 535
Section 4 Data Case 540
The Fashion System 518
Behavioral Science Perspectives on Fashion 519
Cycles of Fashion Adoption 522
Global Consumer Culture 524
It’s a BRAND-New World 525
Adopt a Standardized Strategy 527
Adopt a Localized Strategy 527
Does Global Marketing Work? 529
Chapter Summary 530
Key Terms 532
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Appendix I: Sources of Secondary Data 544
Appendix II: Career in Consumer Research 547
Glossary 549
Index 565
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Consumer Behavior: Buying, Having, and Being, Twelfth Edition, by Michael R. Solomon. Published by Pearson. Copyright © 2017 by Pearson Education, Inc.
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Consumer Behavior: Buying, Having, and Being, Twelfth Edition, by Michael R. Solomon. Published by Pearson. Copyright © 2017 by Pearson Education, Inc.
ABOUT THE AUTHOR
ISBN 1-323-46948-6
Michael R. Solomon, Ph.D., is Professor of Marketing in the Haub School of Business
at Saint Joseph’s University in Philadelphia. Before joining the Saint Joseph’s faculty
in the fall of 2006, he was the Human Sciences Professor of Consumer Behavior at
Auburn University. Before moving to Auburn in 1995, he was chair of the Department
of Marketing in the School of Business at Rutgers University, New Brunswick, New
Jersey. Professor Solomon began his academic career in the Graduate School of Business
M as Associate Director
Administration at New York University (NYU), where he also served
of NYU’s Institute of Retail Management. He earned his B.A. degrees
C in psychology and
sociology magna cum laude at Brandeis University and a Ph.D. in social psychology at the
D the Fulbright/FLAD
University of North Carolina at Chapel Hill. In 1996 he was awarded
Chair in Market Globalization by the U.S. Fulbright CommissionOand the Government of
Portugal, and he served as Distinguished Lecturer in Marketing at the Technical University
N
of Lisbon. He held an appointment as Professor of Consumer Behaviour
at the University
of Manchester (United Kingdom) from 2007 to 2013.
O
Professor Solomon’s primary research interests include consumer behavior and
U the psychology of
lifestyle issues; branding strategy; the symbolic aspects of products;
fashion, decoration, and image; services marketing; marketing G
in virtual worlds; and the
development of visually oriented online research methodologies. He has published numerH
ous articles on these and related topics in academic journals, and he has delivered invited
lectures on these subjects in Europe, Australia, Asia, and Latin
, America. His research
has been funded by the American Academy of Advertising, the American Marketing
Association, the U.S. Department of Agriculture, the International Council of Shopping
Bon the editorial or adviCenters, and the U.S. Department of Commerce. He currently sits
sory boards of The Journal of Consumer Behaviour, Journal of Marketing Theory and Practice,
R
Critical Studies in Fashion and Beauty, and Journal for Advancement of Marketing Education,
I of the Academy of
and he served an elected six-year term on the Board of Governors
Marketing Science. Professor Solomon has been recognized as one
T of the 15 most widely
cited scholars in the academic behavioral sciences/fashion literature, and as one of the
T communications.
10 most productive scholars in the field of advertising and marketing
Professor Solomon is a frequent contributor to mass media.AHis feature articles have
appeared in such magazines as Psychology Today, Gentleman’s Quarterly, and Savvy. He
N including Advertising
has been quoted in numerous national magazines and newspapers,
Age, Adweek, Allure, Elle, Glamour, Mademoiselle, Mirabella, Newsweek,
Y the New York Times,
Self, Time, USA Today, and the Wall Street Journal. He frequently appears on television and
speaks on radio to comment on consumer behavior issues, including appearances on The
Today Show, Good Morning America, Inside Edition, Newsweek on5the Air, the Entrepreneur
Sales and Marketing Show, CNBC, Channel One, the Wall Street Journal Radio Network,
9
the WOR Radio Network, and National Public Radio. He acts as consultant to numerous
companies on consumer behavior and marketin …
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