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• Title Page
• Copyright
• Dedication
• Pearson’s Commitment to Diversity, Equity, and Inclusion
• Brief Contents
• Contents
• Preface
• About the Authors
• Section 1: Foundations of Consumer Behavior
• Chapter 1. Buying, Having, and Being: An Introduction to Consumer Behavior
• Consumer Behavior: People in the Marketplace
• What Is Consumer Behavior?
• A Branded World
• Understanding Consumers Is Good Business
• Consumers, Society, and Technology: A Moving Target
• Social Media: The Horizontal Revolution
• Artificial Intelligence and The Metaverse
• “Big Data” and Data Analytics
• Welcome to the Metaverse!
• Globalization of Brands and Cultural Practices
• Proactive Consumers and User-Generated Content
• Consumer Trends: Keeping Up with the Culture That Won’t Stand Still
• Consumption: From Problem to Solution?
• What Do We Need—Really?
• Toward Responsible Consumption and Responsible Business
• Multiple Perspectives on the Study of Consumer Behavior
• What Disciplines Study Consumer Behavior?
• Where Do We Find Consumer Researchers?
• The Philosophy of This Book
• Chapter Summary
• Key Terms
• Review
• Consumer Behavior Challenge
• Case Study. Alexa—What Is Consumer Behavior?
• Notes
• Chapter 2. Consumer Ethics, the Marketplace, and the Planet
• What Is the “Right” Thing?
• Pestle: The Political Environment
• Consumer Activism
• Corporate Activism
• Slacktivism
• Pestle: The Economic Environment
• Disabled Consumers
• Consumed Consumers
• Pestle: The Social Environment
• Pestle: The Technological Environment
• Data Privacy
• Data Accuracy
• Identity Theft
• Pushing the Envelope
• Technology Addictions
• Pestle: The Legal Environment
• Governmental Regulations and Agencies
• Consumers Behaving Badly
• Pestle: The Natural Environment
• The SHIFT: Changing Consumer Behavior for the Better
• The “Tree-Huggers”
• Chapter Summary
• Key Terms
• Review
• Consumer Behavior Challenge
• Case Study. Carrefour’s New Payment Technologies in the Middle East
• Notes
• Section 2: Making Sense of the World
• Chapter 3. Perceiving and Making Meaning
• Sensation
• Sensory Marketing
• Augmented and Virtual Reality: Welcome to the Metaverse
• The Stages of Perception
• Stage 1: Exposure
• Stage 2: Attention
• Stage 3: Interpretation
• Semiotics: The Meaning ofMeaning
• Who Owns Brand Meanings?
• Marketers Position Brands
• But Ultimately Brand Meanings Live in Consumers’ Minds
• Chapter Summary
• Key Terms
• Review
• Consumer Behavior Challenge
• Case Study. The Metaverse Is Marketing’s Brave New World
• Notes
• Chapter 4. Learning, Remembering, and Knowing
• How Do We Learn?
• Behavioral Learning Theories
• Classical Conditioning
• Marketing Applications of Classical Conditioning Principles
• Instrumental Conditioning
• Marketing Applications of Instrumental Conditioning Principles
• Cognitive Learning Theory
• Observational Learning
• How Kids Develop Cognitive Skills
• Marketing Applications of Cognitive Learning Principles
• Remembering
• How Our Brains Encode Information
• What Makes Us Forget?
• What Helps Us to Remember?
• How Do We Measure Consumers’ Memories for Marketing Messages?
• Problems with Memory Measures
• Memory Lapses, Biases, and False Memories
• Marketing Applications of Consumers’ Memories
• How Do We Organize What We Know?
• Levels of Knowledge
• How Do We Put Products into Categories?
• “If They Own This, They Must Own That”: Consumption Constellations
• Marketing Applications of Consumers’ Knowledge Structures
• Chapter Summary
• Key Terms
• Review
• Consumer Behavior Challenge
• Case Study. The Rise of Deinfluencing
• Notes
• Chapter 5. Motivation
• The Motivation Process: Why Ask Why?
• Push or Pull? Intrinsic versus Extrinsic Motivation
• Motivational Drive
• Self-Regulation
• Consumer Needs
• Utilitarian and Hedonic Needs
• How Can We Understand Needs?
• How “Needy” Are You? Individual Differences in Motivation
• Setting and Reaching Goals
• Goal Conflicts
• Goal Framing Affects Goal Completion
• Consumer Involvement
• Types of Involvement
• Chapter Summary
• Key Terms
• Review
• Consumer Behavior Challenge
• Case Study. Game On! Using Gamification to Engage with Consumers
• Notes
• Section 3: Buying and Having: Choosing and Using Products
• Chapter 6. Attitudes and How to Change Them
• The Power of Attitudes
• Attitudes (Generally) Guide our Behavior
• Attitudes, Fast and Slow: Cognitive and Affective Components
• “I Know It”: Cognitive Focus
• “I Feel It”: Affective Focus
• Oops! Attitudes Aren’t as Simple as We Thought
• How Do We Form Attitudes?
• Commitment
• The Consistency Principle
• Balance Theory
• Persuasion: How Do Marketers Change Attitudes?
• Sell the Steak or the Sizzle?: The Elaboration Likelihood Model
• Persuasion Knowledge: Talking Back to Marketers
• Crafting Persuasive Communications Strategies
• Decisions, Decisions: Tactical Communications Options
• The Source
• The Message
• The Medium
• Chapter Summary
• Key Terms
• Review
• Consumer Behavior Challenge
• Case Study. Anti-Smoking Advertising—Can You Be Scared into Quitting?
• Notes
• Chapter 7. Deciding
• Fast or Slow Thinking?
• Rational (Slow) Decision Making
• Steps in the Rational Decision-Making Process
• Fast Thinking and Rules of Thumb
• Behavioral Biases
• Heuristics and Mental Accounting: Take the Shortcut
• The Unseen Power of Context Effects: Framing, Priming, and Nudging
• Framing
• Priming
• Nudging
• Online Decision Making
• Search Engine Optimization
• The Power of Customer Reviews
• Cybermediaries
• Chapter Summary
• Key Terms
• Review
• Consumer Behavior Challenge
• Case Study. P&G and the Moments of Truth—Just How Many Moments Are There?
• Notes
• Chapter 8. Buying, Using, and Disposing
• The Shopping Experience
• Shop ’til You Drop?
• In-Store Decision Making
• Are You Satisfied?
• E-Commerce and the Digital World
• From Bricks to Clicks
• Shopping Apps and In-Store Tech
• Digital Currencies
• Online Commerce: Raising the Bar
• Liquid Consumption
• New Ways to Have and Use: Ownership and the Sharing Economy
• The Thrill of Thrifting
• The Climate Crisis
• Product Disposal
• Recycling and the Underground Economy
• The Dark Side of Buying and Using
• Addictive and Compulsive Behavior
• Chapter Summary
• Key Terms
• Review
• Consumer Behavior Challenge
• Case Study. RH—Revolutionizing Physical Retailing
• Notes
• Section 4: Being: Using Products to Create and Communicate Identity
• Chapter 9. Identity and the Self
• The Self
• The Self-Concept and Self-Esteem
• The Self and Others
• The Malleable Self
• We Consume to Express Our Identities
• The Extended Self
• New Ways to Express Identity
• Compensatory Consumption
• Anti-Consumption as Self-Defining
• Embodied Cognition
• Our Digital Selves
• Gender and Consumer Behavior
• Gender Socialization and Gender Roles
• Gender Differences in Consumer Behavior
• Toward Greater Gender Fluidity
• The Quest for Gender Justice and Equality
• The Body
• Ideals of Beauty and Stereotypes
• Body Positivity: Enter the Fatshionistas
• Body Decoration and Mutilation
• The Mechanized Body
• The Quantified Self
• Chapter Summary
• Key Terms
• Review
• Consumer Behavior Challenge
• Case Study. Modest Fashion and the Self
• Notes
• Chapter 10. Personality, Values, and Lifestyles
• Personality
• How Can We Measure Personality?
• Trait Theory
• Values
• Belief Systems
• Values Related to Things
• Values Related to Money
• Values Related to Time
• How Can We Understand Values?
• The Means–End Chain Model
• Syndicated Surveys
• Lifestyles and Consumer Identity
• From What to Why: Psychographics
• The Roles Brands Play in Our Lives
• The Brand Personality
• How Do We Get to “Know” a Brand?
• The Meaning Transfer Model
• Brand Resonance
• Archetypes (Again)
• Spokescharacters
• Congruence between Consumer and Brand
• Lifestyle Brands and Lifestyle Brand Constellations
• Selling Authenticity
• Brand Storytelling
• Chapter Summary
• Key Terms
• Review
• Consumer Behavior Challenge
• Case Study. Jamie Oliver: The Pure and Easy Food Lifestyle
• Notes
• Chapter 11. Social and Cultural Identity
• The Dynamics of Social Identity
• Facets of Social and Cultural Identity
• The Dynamics of Identity
• Salient Identity Cues
• Threats to Social Identity
• Intersectionality
• The Family
• The Meaning of Family
• Going Nuclear? The Structure of the Household Evolves
• The Family Life Cycle
• Parenting and Consumer Behavior
• Age and Generations
• Teenagers
• “Tweens”
• Consumers Aging Gracefully: Retirement and Beyond
• Age Cohorts
• Ethnic and Racial Identities
• Ethnic and Racial Identity
• Ethnic and Racial Diversity in the U.S.
• Showing Respect: Ethnic and Racial Symbols
• Religious and Political Identity
• Religion and Consumption
• Marketing to Muslims
• Political Identity
• Community (Geographic and Place-Based Subcultures)
• Geodiversity
• Chapter Summary
• Key Terms
• Review
• Consumer Behavior Challenge
• Case Study. The Modern Family: How Brands Embrace Changing Household Structures
• Notes
• Section 5: Belonging
• Chapter 12. How Groups Define Us
• Sources of Group Influences
• Reference Groups
• Social Norms: How Groups Change Our Behavior
• Differences in Susceptibility to Influence
• Word of Mouth
• Viral Marketing and Buzz Building
• Negative WOM
• Buzz Gone Bad
• Information Flows in Social Networks: Who Knows Whom?
• Who Influences Us: Opinion Leaders and Social Media Influencers
• Who Influences Us: Collective Decision Making
• The Collective Decision Making Process
• The Intimate Corporation: Collective Decision Making in Households
• Collective Decision Making in Organizations
• Who Influences Us: Consumer Communities
• Consumer Collectives
• A Culture of Participation
• Brand Communities
• Support Groups
• Gaming Communities
• Chapter Summary
• Key Terms
• Review
• Consumer Behavior Challenge
• Case Study. Lush Is Trying to Find an Authentic Voice Online
• Notes
• Chapter 13. Social Class and Status
• What Is Social Class?
• Social Class Provides a Set of Resources
• Social Distinction, Taste, and Habitus
• Online Capital
• “Is That a Yoga Mat?” Taste Cultures and Codes
• How Do We Measure Social Class?
• Social Class Structures
• Social Stratification
• Social Mobility
• Some Key Factors That Influence Consumer Behavior within and across Social Classes
• Social Status and Consumption
• To Whom Do We Compare Ourselves?
• Status Symbols
• The Meaning of “Luxury”
• Social Inequality, Poverty, and Social Justice
• The Bottom of the Pyramid: Low-Income Consumers
• The Role of Consumption in Social Justice: Walk the Walk
• Social Responsibility
• Chapter Summary
• Key Terms
• Review
• Consumer Behavior Challenge
• Case Study. Are Dollar Stores Really Cheaper?
• Notes
• Chapter 14. Culture
• Cultural Systems
• Dimensions of Culture
• How We Learn about Our Culture
• Cultural Meaning Creation and Movement
• Myths
• Consumption Rituals
• Rituals and Community
• Ritual Artifacts and Scripts
• Products Are Vessels of Cultural Meanings
• Sacred and Profane Products
• Global Consumer Culture
• The Diffusion of Innovations
• How Do We Decide to Adopt an Innovation?
• What Determines Whether an Innovation Will Diffuse?
• The Diffusion of Consumption Practices
• The Fashion System
• Consumers as Sources of Innovations
• Chapter Summary
• Key Terms
• Review
• Consumer Behavior Challenge
• Case Study. Kit Kat: Stop, Sit, and Break
• Notes
• Appendices
• Appendix A. Data Cases
• Case 1: Analyzing the Athletic Shoe Market
• Case 2: Evolving Trends in Fitness and French Fries
• Case 3: Cats, Kibble, and Commercials
• Case 4: Going Global with Juice
• Appendix B. Careers in Consumer Research
• Appendix C. Consumer Research Methods
• Appendix D. Sources of Secondary Data
• Glossary
• Indexes
• Name Index
• Company and Brand Name Index
• Subject Index