Consumer behavior. ([2019])

• Record Type: Book
• Further Information: Note: Leon G. Schiffman, Joe Wisenblit.
• Authors: Schiffman, Leon G; Wisenblit, Joseph
• Contents: Cover; Title Page; Copyright Page; Brief Contents; Contents; Preface; PART I Consumers, Marketers, and Technology; 1 Consumer Behavior and Technology; The Marketing Concept; Market Segmentation, Targeting, and Positioning; Technology Benefits Consumers and Marketers; The Value Exchange; Lower Prices, More Information, and Customized Products; More Precise Targeting; Interactive Communications; Customer Value, Satisfaction, and Retention; Technology and Customer Relationships; Emotional Bonds versus Transaction-Based Relationships; Satisfaction and Customer Loyalty. Customer Loyalty and ProfitabilityMeasures of Customer Retention; Social Responsibility and Ethics; Consumer Decision-Making; This Book; Employability; Brand Management; Advertising; Consumer Research; Summary; Review and Discussion Questions; Hands-on Assignments; Key Terms; 2 Market Segmentation and Real-Time Bidding; Market Segmentation; Demographics; Age; Gender; Households; Social Standing; Ethnicity; Lifestyles; Demographics and Geography; Product Benefits; Media Exposure; Product Usage; Selecting Target Markets; The Targeted Segment Must Be Identifiable. The Targeted Segment Must Be ProfitableThe Targeted Segment Must Be Reachable; Mobile Targeting; Real-Time Bidding; Profiling Impressions; The Real-Time Bidding Operation; Data Brokers; Advantages of Real-Time Bidding; Summary; Review and Discussion Questions; Hands-on Assignments; Key Terms; PART II The Consumer as an Individual; 3 Consumer Motivation and Personality; The Dynamics of Motivation; Needs; Need Arousal; Goals; Needs and Goals are Interdependent; Frustration and Defense Mechanisms; Systems of Needs; Murray's Psychogenic Needs; Maslow's Hierarchy of Needs. The Validity of Maslow's TheoryMarketing Applications of Maslow's Theory; Hidden Motives; Motives and Technology; Personality Development; Personality Reflects Individual Differences; Personality Is Consistent and Enduring; Personality Can Change; Freudian Theory; Neo-Freudian Personality Theory; Personality Traits; Innovators versus Laggards; Open- versus Closed-Minded; Conformity versus Individuality; Novel and Complex or Simple and Safe Experiences; Preference for Thinking; Preference for Written or Visual; Importance of Possessions; Compulsions and Fixations; Consumer Ethnocentrism. Personality and ColorAnthropomorphism; Product Personality and Gender; Product Personality and Geography; Self-Perception; The Extended Self; Altering the Self; Summary; Review and Discussion Questions; Hands-on Assignments; Key Terms; 4 Consumer Perception and Positioning; Sensory Information; Sight; Scent; Touch; Sound; Taste; Sensory Input and Culture; The Absolute and Differential Thresholds; The Absolute Threshold; The Differential Threshold; Product Pricing and Improvements; Logos and Packaging; Subliminal Perception; Perceptual Selection; Stimuli's Features; Personal Expectations.
• Edition: Twelfth edition, global edition
• Publisher Details: Harlow, United Kingdom : Pearson Education Limited
• Publication Date: 2019
• Extent: 1 online resource
• Subjects: 658.8/342; Consumer behavior; Motivation research (Marketing); Electronic books
• Languages: English
• ISBNs: 9781292269269
• Related ISBNs: 129226926X; 1292269243; 9781292269245
• Notes: Note: Includes bibliographical references and indexes.; Note: Description based on online resource; title from digital title page (viewed on May 08, 2019).
• Access Rights: Legal Deposit; Only available on premises controlled by the deposit library and to one user at any one time; The Legal Deposit Libraries (Non-Print Works) Regulations (UK).
• Access Usage: Restricted: Printing from this resource is governed by The Legal Deposit Libraries (Non-Print Works) Regulations (UK) and UK copyright law currently in force.