Consumer Behavior (7th Edition)

Author: (USA) Kanuck
Publisher:
Publish Date: 2002-04-01
Features: This book is divided into 4 parts and 16 chapters. Part 1 includes 3 chapters. This part primarily serves as an introduction to consumer behavior studies. Chapter 1 mainly elaborates on the nature of consumer behavior as a discipline and the reasons driving its development. This chapter includes a model of consumer behavior decision-making, which illustrates the framework of consumer behavior principles in a diagrammatic form. Chapter 2 introduces the research methodologies of consumer behavior, focusing on specific quantitative and qualitative research methods. The methodology section discusses positivist and interpretivist research approaches. Chapter 3 analyzes the process of market segmentation and provides a comprehensive examination.
Part 2 consists of 6 chapters, primarily covering the relationship between consumers' personality psychological characteristics and their consumption behavior. Chapter 4 analyzes how consumers are motivated and explains that both rational and emotional purchasing behaviors are based on consumers' needs and motivations. Chapter 5 focuses on the influence of personality theories on consumer behavior, primarily analyzing how individual personality traits affect consumers' purchasing decisions. Chapter 6 explores consumer perception, arguing the role of consumer perception in market strategies, the importance of product positioning and repositioning. Chapter 7 addresses consumer learning characteristics, including limited and extensive information processing by consumers during learning, the application of involvement theory in marketing practice, and the measurement of consumer learning. Chapter 8 studies consumer attitudes, while Chapter 9 covers communication processes and consumer persuasion.
Part 3 is divided into 5 chapters, primarily explaining how consumers, as social members, are influenced by social and cultural dimensions in their consumption behavior. Chapter 10 discusses the impact of groups and family members on consumer behavior, including the standards of consumer reference groups (virtual groups) and the role positioning of consumers within the family. Chapters 11, 12, and 13 examine the different characteristics of consumers in social classes, cultural groups, and subcultural groups, including the influence of social and subcultural values, beliefs, and customs on consumer behavior. Chapter 14 focuses on cross-cultural consumer studies in international markets, which is closely related to exploring cross-cultural marketing in global markets.
Part 4 consists of 2 chapters, primarily discussing new product promotion and the consumer decision-making process. Chapter 15 covers consumers' responses to product innovations, particularly their reactions to new products (from adoption to diffusion). The concluding Chapter 16 summarizes the influence of psychological and sociocultural variables on the consumer decision-making process. This book exhibits clear timeliness, scientific rigor, novelty, and practical applicability.