{"product_id":"consumer-behaviour-1st-australia-and-new-zealand-edition","title":"Consumer Behaviour, 1st Australia and New Zealand Edition","description":"\u003cp\u003ePreface viii\u003c\/p\u003e \u003cp\u003eAbout the authors ix\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 1Introduction: consumers arekey to a company’s success 1\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eIntroduction 2\u003c\/p\u003e \u003cp\u003eConsumer behaviour as a multifaceted phenomenon 2\u003c\/p\u003e \u003cp\u003eThe buyer–seller interaction 4\u003c\/p\u003e \u003cp\u003eNeeds 4\u003c\/p\u003e \u003cp\u003eWants 4\u003c\/p\u003e \u003cp\u003eDemand 6\u003c\/p\u003e \u003cp\u003eExchange 6\u003c\/p\u003e \u003cp\u003eTransaction 7\u003c\/p\u003e \u003cp\u003ePost‐purchase behaviour 8\u003c\/p\u003e \u003cp\u003eWhy is consumer behaviour so challenging? 9\u003c\/p\u003e \u003cp\u003eThe way consumers shop keeps changing 9\u003c\/p\u003e \u003cp\u003eThe way consumers fulfil their needs keeps changing 9\u003c\/p\u003e \u003cp\u003eThe way consumers communicate with other consumers keeps changing 9\u003c\/p\u003e \u003cp\u003eThose with whom consumers communicate keeps changing 10\u003c\/p\u003e \u003cp\u003eSummary 11\u003c\/p\u003e \u003cp\u003eKey terms 11\u003c\/p\u003e \u003cp\u003eExercises 12\u003c\/p\u003e \u003cp\u003eEndnotes 12\u003c\/p\u003e \u003cp\u003eAcknowledgements 13\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 2 Consumers’ insights as drivers of marketing strategies 15\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eIntroduction 16\u003c\/p\u003e \u003cp\u003eSuccessful businesses provide solutions 16\u003c\/p\u003e \u003cp\u003eConsumer‐centric strategy 16\u003c\/p\u003e \u003cp\u003eWhat to offer consumers: a unique value proposition 17\u003c\/p\u003e \u003cp\u003eHow to craft a successful unique value proposition 18\u003c\/p\u003e \u003cp\u003eWhat value proposition should companies choose? 19\u003c\/p\u003e \u003cp\u003eFinding the right consumer: segmentation, targeting and positioning 20\u003c\/p\u003e \u003cp\u003eSegmentation 21\u003c\/p\u003e \u003cp\u003eTargeting 25\u003c\/p\u003e \u003cp\u003ePositioning 28\u003c\/p\u003e \u003cp\u003eHow to get the product to the consumer: the marketing mix 31\u003c\/p\u003e \u003cp\u003eProduct strategy 31\u003c\/p\u003e \u003cp\u003ePrice strategy 31\u003c\/p\u003e \u003cp\u003ePlace strategy 32\u003c\/p\u003e \u003cp\u003ePromotion strategy 32\u003c\/p\u003e \u003cp\u003eBeyond the 4 Ps: the 4 Cs of the marketing mix 33\u003c\/p\u003e \u003cp\u003eSummary 35\u003c\/p\u003e \u003cp\u003eKey terms 35\u003c\/p\u003e \u003cp\u003eExercises 36\u003c\/p\u003e \u003cp\u003eEndnotes 36\u003c\/p\u003e \u003cp\u003eAcknowledgements 37\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 3 How (and why) to listen to consumers 39\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eIntroduction 40\u003c\/p\u003e \u003cp\u003eListening to consumers as a marketing strategy 40\u003c\/p\u003e \u003cp\u003eKinds of marketing research data 40\u003c\/p\u003e \u003cp\u003eSecondary data 41\u003c\/p\u003e \u003cp\u003eTypes of primary data collection 43\u003c\/p\u003e \u003cp\u003eBig data 46\u003c\/p\u003e \u003cp\u003eMarketing analytics 47\u003c\/p\u003e \u003cp\u003eConsumer insights partners 50\u003c\/p\u003e \u003cp\u003eSummary 51\u003c\/p\u003e \u003cp\u003eKey terms 51\u003c\/p\u003e \u003cp\u003eExercises 52\u003c\/p\u003e \u003cp\u003eEndnotes 52\u003c\/p\u003e \u003cp\u003eAcknowledgements 53\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 4 How consumers make decisions 55\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eIntroduction 56\u003c\/p\u003e \u003cp\u003eConsumer decision making 56\u003c\/p\u003e \u003cp\u003eInside the black box 56\u003c\/p\u003e \u003cp\u003eProblem recognition 57\u003c\/p\u003e \u003cp\u003eInformation search 59\u003c\/p\u003e \u003cp\u003eLevel of engagement in the information search 61\u003c\/p\u003e \u003cp\u003eProduct‐related factors 61\u003c\/p\u003e \u003cp\u003eConsumer‐related factors 61\u003c\/p\u003e \u003cp\u003eSituation‐related factors 62\u003c\/p\u003e \u003cp\u003eEvaluation of alternatives 63\u003c\/p\u003e \u003cp\u003eEvaluative criteria 64\u003c\/p\u003e \u003cp\u003ePurchase decision 65\u003c\/p\u003e \u003cp\u003eMaking decisions about a new product 67\u003c\/p\u003e \u003cp\u003eSummary 70\u003c\/p\u003e \u003cp\u003eKey terms 70\u003c\/p\u003e \u003cp\u003eExercises 71\u003c\/p\u003e \u003cp\u003eEndnotes 72\u003c\/p\u003e \u003cp\u003eAcknowledgements 73\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 5 Post‐purchase behaviour 75\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eIntroduction 76\u003c\/p\u003e \u003cp\u003eUnderstanding post‐purchase behaviour 76\u003c\/p\u003e \u003cp\u003eConsumer satisfaction and dissatisfaction 76\u003c\/p\u003e \u003cp\u003eCognitive dissonance 76\u003c\/p\u003e \u003cp\u003eMeasuring consumers’ satisfaction 78\u003c\/p\u003e \u003cp\u003eConsumers’ satisfaction on social media 79\u003c\/p\u003e \u003cp\u003eConsumer loyalty 79\u003c\/p\u003e \u003cp\u003eThe Apostle model 79\u003c\/p\u003e \u003cp\u003eMeasuring consumer loyalty 81\u003c\/p\u003e \u003cp\u003eLoyalty rewards programs 82\u003c\/p\u003e \u003cp\u003eMeasuring the effectiveness of loyalty rewards programs 83\u003c\/p\u003e \u003cp\u003eWord‐of‐mouth messages and complaints 84\u003c\/p\u003e \u003cp\u003eComplaints 86\u003c\/p\u003e \u003cp\u003eDisposal of products 86\u003c\/p\u003e \u003cp\u003eSummary 89\u003c\/p\u003e \u003cp\u003eKey terms 89\u003c\/p\u003e \u003cp\u003eExercises 90\u003c\/p\u003e \u003cp\u003eEndnotes 91\u003c\/p\u003e \u003cp\u003eAcknowledgements 92\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 6 The irrational consumer: biases and situational effects on consumers’ decision making 93\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eIntroduction 94\u003c\/p\u003e \u003cp\u003eThe irrational consumer 94\u003c\/p\u003e \u003cp\u003eHeuristics and cognitive processing 94\u003c\/p\u003e \u003cp\u003eImportance and difficulty in the purchasing decision 95\u003c\/p\u003e \u003cp\u003eCustomer segment differences in purchasing decisions 96\u003c\/p\u003e \u003cp\u003eHeuristics and potential decision‐making biases 96\u003c\/p\u003e \u003cp\u003eContext effects 97\u003c\/p\u003e \u003cp\u003eFraming 98\u003c\/p\u003e \u003cp\u003eReference dependence or the role of a comparison 99\u003c\/p\u003e \u003cp\u003eGains and losses and prospect theory 99\u003c\/p\u003e \u003cp\u003eNonconscious information processing 102\u003c\/p\u003e \u003cp\u003eConsumer segments 102\u003c\/p\u003e \u003cp\u003eSituational factors 104\u003c\/p\u003e \u003cp\u003eTime: time crunch and seasonality 104\u003c\/p\u003e \u003cp\u003eWho is the purchase for? 106\u003c\/p\u003e \u003cp\u003eRetail ambience 106\u003c\/p\u003e \u003cp\u003eConsumer antecedents 108\u003c\/p\u003e \u003cp\u003eSummary 110\u003c\/p\u003e \u003cp\u003eKey terms 110\u003c\/p\u003e \u003cp\u003eExercises 111\u003c\/p\u003e \u003cp\u003eEndnotes 111\u003c\/p\u003e \u003cp\u003eAcknowledgements 112\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 7 Consumer motivation and emotions 113\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eIntroduction 114\u003c\/p\u003e \u003cp\u003eMotivation 114\u003c\/p\u003e \u003cp\u003eThe dynamic nature of motivation 115\u003c\/p\u003e \u003cp\u003eMaslow’s elaborated hierarchy of needs 118\u003c\/p\u003e \u003cp\u003eMcClelland’s needs theory 120\u003c\/p\u003e \u003cp\u003eRegulatory focus 122\u003c\/p\u003e \u003cp\u003eConsumers’ motivations 122\u003c\/p\u003e \u003cp\u003eGeneral versus consumer goals 123\u003c\/p\u003e \u003cp\u003eHow does motivation work? 124\u003c\/p\u003e \u003cp\u003eThe dynamic of attaining goals 124\u003c\/p\u003e \u003cp\u003eEmotions 124\u003c\/p\u003e \u003cp\u003eNegative emotions due to not achieving a goal 127\u003c\/p\u003e \u003cp\u003eMarketers and consumers’ emotions 128\u003c\/p\u003e \u003cp\u003eEvoking emotions as a marketing strategy 128\u003c\/p\u003e \u003cp\u003eMeasuring emotional marketing 130\u003c\/p\u003e \u003cp\u003eSummary 131\u003c\/p\u003e \u003cp\u003eKey terms 131\u003c\/p\u003e \u003cp\u003eExercises 132\u003c\/p\u003e \u003cp\u003eEndnotes 133\u003c\/p\u003e \u003cp\u003eAcknowledgements 134\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 8 Consumers’ perception 135\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eIntroduction 136\u003c\/p\u003e \u003cp\u003eHow consumers view the world 136\u003c\/p\u003e \u003cp\u003eThe perceptual process 136\u003c\/p\u003e \u003cp\u003ePerceptual input 137\u003c\/p\u003e \u003cp\u003ePerceptual selection 140\u003c\/p\u003e \u003cp\u003ePerceptual organisation 141\u003c\/p\u003e \u003cp\u003ePerceptual interpretation 142\u003c\/p\u003e \u003cp\u003eHow do marketers use information on consumer perception? 143\u003c\/p\u003e \u003cp\u003ePositioning 143\u003c\/p\u003e \u003cp\u003ePerceptions about price, quality and value 144\u003c\/p\u003e \u003cp\u003eMarketers must manage consumers’ perceptions about risk 147\u003c\/p\u003e \u003cp\u003eSummary 149\u003c\/p\u003e \u003cp\u003eKey terms 149\u003c\/p\u003e \u003cp\u003eExercises 150\u003c\/p\u003e \u003cp\u003eEndnotes 150\u003c\/p\u003e \u003cp\u003eAcknowledgements 151\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 9 Learning and memory 153\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eIntroduction 154\u003c\/p\u003e \u003cp\u003eConsumer learning 154\u003c\/p\u003e \u003cp\u003eBehavioural learning theories 155\u003c\/p\u003e \u003cp\u003eCognitive learning theories 161\u003c\/p\u003e \u003cp\u003eInvolvement theory and its effect on consumer learning 164\u003c\/p\u003e \u003cp\u003eMemory 165\u003c\/p\u003e \u003cp\u003eAttention, encoding, storage and retrieval 165\u003c\/p\u003e \u003cp\u003eSummary 169\u003c\/p\u003e \u003cp\u003eKey terms 169\u003c\/p\u003e \u003cp\u003eExercises 170\u003c\/p\u003e \u003cp\u003eEndnotes 170\u003c\/p\u003e \u003cp\u003eAcknowledgements 171\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 10 Consumer attitude formation and change 173\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eIntroduction 174\u003c\/p\u003e \u003cp\u003eAttitudes 174\u003c\/p\u003e \u003cp\u003eTypes of attitudes 175\u003c\/p\u003e \u003cp\u003eThe components of attitudes 176\u003c\/p\u003e \u003cp\u003eHow do attitudes form? Where do they come from? 178\u003c\/p\u003e \u003cp\u003eAttitudes and consumer behaviour 179\u003c\/p\u003e \u003cp\u003eVariants of attitude models 180\u003c\/p\u003e \u003cp\u003eAttitudes and types of purchases 180\u003c\/p\u003e \u003cp\u003eWhat functions do attitudes serve? 181\u003c\/p\u003e \u003cp\u003eCan marketers change consumers’ attitudes? 183\u003c\/p\u003e \u003cp\u003eTheories of attitude change 185\u003c\/p\u003e \u003cp\u003eBalance theory 186\u003c\/p\u003e \u003cp\u003eMeasuring success in changing attitudes 187\u003c\/p\u003e \u003cp\u003eUsing social media to affect consumers’ attitudes 187\u003c\/p\u003e \u003cp\u003eSummary 188\u003c\/p\u003e \u003cp\u003eKey terms 188\u003c\/p\u003e \u003cp\u003eExercises 189\u003c\/p\u003e \u003cp\u003eEndnotes 189\u003c\/p\u003e \u003cp\u003eAcknowledgements 191\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 11 Consumer personality and self‐concept 193\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eIntroduction 194\u003c\/p\u003e \u003cp\u003ePersonality 194\u003c\/p\u003e \u003cp\u003eTheories of personality 195\u003c\/p\u003e \u003cp\u003eThe psychoanalytic perspective 195\u003c\/p\u003e \u003cp\u003eThe humanistic perspective 196\u003c\/p\u003e \u003cp\u003eThe trait perspective 196\u003c\/p\u003e \u003cp\u003eDo brands have personalities? 198\u003c\/p\u003e \u003cp\u003eSelf‐concept 199\u003c\/p\u003e \u003cp\u003eThe structure of self‐concept 201\u003c\/p\u003e \u003cp\u003eTypes of self‐concepts 202\u003c\/p\u003e \u003cp\u003ePossessions as an extension of the self 203\u003c\/p\u003e \u003cp\u003eConsumer values 204\u003c\/p\u003e \u003cp\u003eSo how does this affect marketers? 205\u003c\/p\u003e \u003cp\u003eSummary 206\u003c\/p\u003e \u003cp\u003eKey terms 206\u003c\/p\u003e \u003cp\u003eExercises 207\u003c\/p\u003e \u003cp\u003eEndnotes 207\u003c\/p\u003e \u003cp\u003eAcknowledgements 208\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 12 Consumers’ social and cultural context 209\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eIntroduction 210\u003c\/p\u003e \u003cp\u003eReference groups 210\u003c\/p\u003e \u003cp\u003eDifferent bases of reference groups 211\u003c\/p\u003e \u003cp\u003eIndividual diversity 211\u003c\/p\u003e \u003cp\u003eAge and generational cohorts 212\u003c\/p\u003e \u003cp\u003eGender 213\u003c\/p\u003e \u003cp\u003eThe family and stages in the household life cycle 215\u003c\/p\u003e \u003cp\u003eSocial class and socio-economic status 217\u003c\/p\u003e \u003cp\u003eHow subcultures work 219\u003c\/p\u003e \u003cp\u003eDesire for conformity and desire for uniqueness 219\u003c\/p\u003e \u003cp\u003eRace and ethnicity 221\u003c\/p\u003e \u003cp\u003eArea of country 221\u003c\/p\u003e \u003cp\u003eSummary 223\u003c\/p\u003e \u003cp\u003eKey terms 223\u003c\/p\u003e \u003cp\u003eExercises 223\u003c\/p\u003e \u003cp\u003eEndnotes 224\u003c\/p\u003e \u003cp\u003eAcknowledgements 225\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 13 The global consumer 227\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eIntroduction 228\u003c\/p\u003e \u003cp\u003eGoing global? 228\u003c\/p\u003e \u003cp\u003eExploring global options 229\u003c\/p\u003e \u003cp\u003eDemographic segmentation 229\u003c\/p\u003e \u003cp\u003eSelecting a global market to enter 231\u003c\/p\u003e \u003cp\u003eInternal factors 231\u003c\/p\u003e \u003cp\u003eExternal factors 232\u003c\/p\u003e \u003cp\u003eCultural distance 233\u003c\/p\u003e \u003cp\u003eEconomic distance 236\u003c\/p\u003e \u003cp\u003ePolitical and legal distance 237\u003c\/p\u003e \u003cp\u003eDeciding how to enter the market 237\u003c\/p\u003e \u003cp\u003eTiming of the entry 237\u003c\/p\u003e \u003cp\u003eScale of the entry 238\u003c\/p\u003e \u003cp\u003eGlobal use social media 238\u003c\/p\u003e \u003cp\u003eMode of the entry 239\u003c\/p\u003e \u003cp\u003eDeciding on the marketing mix: how do we market and communicate with these new consumers? 240\u003c\/p\u003e \u003cp\u003ePrice 245\u003c\/p\u003e \u003cp\u003eChannels of distribution 245\u003c\/p\u003e \u003cp\u003eDeveloping global brands 247\u003c\/p\u003e \u003cp\u003eThe local level 247\u003c\/p\u003e \u003cp\u003eThe international level 247\u003c\/p\u003e \u003cp\u003eThe global level 247\u003c\/p\u003e \u003cp\u003eGlobal brands’ positioning 247\u003c\/p\u003e \u003cp\u003eSummary 250\u003c\/p\u003e \u003cp\u003eKey terms 250\u003c\/p\u003e \u003cp\u003eExercises 251\u003c\/p\u003e \u003cp\u003eEndnotes 251\u003c\/p\u003e \u003cp\u003eAcknowledgements 253\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 14 Social media 255\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eIntroduction 256\u003c\/p\u003e \u003cp\u003eSocial media in the context of marketing strategy 256\u003c\/p\u003e \u003cp\u003eTargeting and social media profiles 258\u003c\/p\u003e \u003cp\u003eWhat are the brand goals? 260\u003c\/p\u003e \u003cp\u003eHow to do it? 261\u003c\/p\u003e \u003cp\u003eTactical execution — and how *not* to do it 263\u003c\/p\u003e \u003cp\u003eSocial networks and influencers 265\u003c\/p\u003e \u003cp\u003eSocial media analytics 268\u003c\/p\u003e \u003cp\u003eEmail marketing 269\u003c\/p\u003e \u003cp\u003eIn close 270\u003c\/p\u003e \u003cp\u003eSummary 272\u003c\/p\u003e \u003cp\u003eKey terms 272\u003c\/p\u003e \u003cp\u003eExercises 273\u003c\/p\u003e \u003cp\u003eEndnotes 273\u003c\/p\u003e \u003cp\u003eAcknowledgements 274\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 15 Do-good consumption 275\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eIntroduction 276\u003c\/p\u003e \u003cp\u003e‘Do good’ as a strategic decision 276\u003c\/p\u003e \u003cp\u003eCorporate social responsibility 278\u003c\/p\u003e \u003cp\u003eEthics 279\u003c\/p\u003e \u003cp\u003eDeontological ethics 279\u003c\/p\u003e \u003cp\u003eTeleological ethics 279\u003c\/p\u003e \u003cp\u003eEthics and marketing 280\u003c\/p\u003e \u003cp\u003eEthics and marketing for companies 281\u003c\/p\u003e \u003cp\u003eEthics and marketing for consumers 284\u003c\/p\u003e \u003cp\u003eEthics and consumer segments 285\u003c\/p\u003e \u003cp\u003eA ‘dark side’ or ‘doing bad’? 286\u003c\/p\u003e \u003cp\u003eIs CSR and doing good actually valued by consumers? 286\u003c\/p\u003e \u003cp\u003eSummary 288\u003c\/p\u003e \u003cp\u003eKey terms 288\u003c\/p\u003e \u003cp\u003eExercises 288\u003c\/p\u003e \u003cp\u003eEndnotes 289\u003c\/p\u003e \u003cp\u003eAcknowledgements 290\u003c\/p\u003e \u003cp\u003eIndex 291\u003c\/p\u003e","brand":"Pauline Campbell","offers":[{"title":"Default Title","offer_id":42839006478397,"sku":"9781394328079","price":138.56,"currency_code":"AUD","in_stock":true}],"url":"https:\/\/www.palmleaf.com.au\/products\/consumer-behaviour-1st-australia-and-new-zealand-edition","provider":"Palmleaf","version":"1.0","type":"link"}