Efnisyfirlit

• About the Authors
• Preface
• Acknowledgements
• Praise for Previous Editions
• PART 1 INTRODUCTION
• 1 Ideas and Explanations in Consumer Research
• Section 1: The scope of consumer behaviour
• Section 2: Consumer decision models
• Section 3: Classifications and explanations
• PART 2 CONSUMPTION PATTERNS
• 2 Customer Loyalty
• Section 1: Brand loyalty in repertoire categories
• Section 2: The rise of relationship marketing – customer loyalty as retention
• Section 3: Combination definitions of loyalty
• Section 4: Reasons for defection
• 3 Brand Knowledge, Brand Equity and Brand Extension
• Section 1: The mental representation of brands
• Section 2: Brand equity, brand extension and brand alliances
• Section 3: Sales losses by the parent of a line extension
• 4 Stationary Markets
• Section 1: Modelling mature markets
• Section 2: Single brand purchase patterns
• Section 3: Patterns of purchase in the whole category
• 5 Market Dynamics
• Section 1: Changes in aggregate sales
• Section 2: Dynamic effects and brand loyalty
• Section 3: The dynamics of new product adoption
• Section 4: The sales dynamics of frequently bought categories
• 6 Consumer Group Differences
• Section 1: Relevant differences for consumer research
• Section 2: National cultural differences
• Section 3: Cultural differences in consumer research
• Section 4: Age and gender differences in consumption
• PART 3 EXPLAINING DECISION MAKING
• 7 Predicting and Explaining Behaviour
• Section 1: Definitions and measurements
• Section 2: The theory of planned behaviour
• Section 3: Problems with the theory of planned behaviour
• 8 Information Processing and Decision Making
• Section 1: Schemas and attention
• Section 2: Heuristics
• Section 3: Processing value and probability
• Section 4: Financial applications of heuristics and biases
• 9 Consumer Satisfaction and Quality
• Section 1: Introduction
• Section 2: Theories of consumer satisfaction
• Section 3: Measuring satisfaction and service quality
• Section 4: Outcomes of satisfaction and dissatisfaction
• PART 4 MARKET RESPONSE
• 10 Consumer Response to Price and Sales Promotions
• Section 1: Consumer response to price
• Section 2: Estimating price sensitivity
• Section 3: Psychological reactions to prices and price changes
• Section 4: Consumer response to sales promotions
• 11 Shopper Behaviour
• Section 1: Shopper choice
• Section 2: Customer typologies
• Section 3: The store environment
• 12 Word-of-mouth Influence
• Section 1: The nature of word of mouth
• Section 2: The occurrence of word of mouth
• Section 3: The impact of word of mouth
• Section 4: Word of mouth in the social network
• Section 5: Applications of word-of-mouth research
• 13 The Response to Advertising
• Section 1: Effective advertising
• Section 2: Advertising frequency and concentration
• Section 3: A model of advertising effect
• Section 4: Specific effects
• Section 5: Developments in digital advertising
• Section 6: Biometrics and consumer neuroscience
• References
• Index