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Tables of Contents for The Essence of Consumer Behaviour
Chapter/Section Title
Page #
Page Count
Introduction: the importance of understanding consumer behaviour
1
9
Consumers and the marketing concept
1
2
Consumers and the four Ps
3
3
Consumers and segmentation
6
1
The consumer and relationship marketing
6
2
The consumer and marketing planning
8
1
Key points from the introduction
9
1
1 Drive, motivation and hedonism
10
13
Classification of motives
10
3
Drive
13
1
Motivation in action
14
2
Maslow's hierarchy of need
16
2
Fred Hertzberg and the hygiene/motivators theory
18
1
Pain avoidance
19
1
Hedonism
20
1
Key points from this chapter
21
2
2 Goals and incentives, uncertainty and post-purchase dissonance
23
14
Goals
23
2
Problems with goals
25
3
Risk and uncertainty
28
1
Heuristics
29
2
Interrupts
31
1
Post-purchase dissonance
32
3
Key points from this chapter
35
2
3 Personality, traits, self-concept, routines and habits
37
15
Roles and life as theatre
37
2
Personality
39
1
Approaches to studying personality
40
2
Hedonic consumption
42
1
Type approach
42
2
Traits and factors
44
1
Psychographics
45
2
Self-concept
47
3
Key points from this chapter
50
2
4 Learning and perception
52
17
Learning
52
1
Classical learning theory
53
4
Operant conditioning
57
2
Cognitive learning
59
5
Perception
64
3
Key points from this chapter
67
2
5 Attitudes
69
16
Introduction
69
1
Dimensions of attitude
70
2
Attitude formation
72
2
Changing consumers' attitudes
74
2
Attitude measurement
76
1
Functions of attitudes
77
1
Attitude and behaviour
78
2
Private versus public attitudes
80
1
Attitude versus situation
81
1
Attitude towards ads versus attitude towards brand
82
1
General versus specific attitudes
82
1
Key points from this chapter
83
2
6 The environment, class and culture
85
13
The environment: situational influences
85
5
Culture
90
3
Class
93
3
Key points from this chapter
96
2
7 Peer and reference groups, and the family
98
20
Peer and reference groups
98
6
The family
104
4
Influence of children on buying decisions
108
1
Gender roles
109
2
Mechanisms of personal influence
111
5
Key points from this chapter
116
2
8 New and repeat buying behaviour
118
20
Decision-making models
118
2
Pre-purchase activities
120
2
Factors affecting the external search for information
122
3
Making the choice
125
1
Categorization of decision rules
126
2
New products: the diffusion of innovation
128
7
Marketing approaches to new product launches
135
1
Key points from this chapter
135
3
9 High-involvement purchasing behaviour
138
13
Involvement
138
4
Purchasing high-tech consumer durables
142
1
Unsought goods
143
6
Key points from this chapter
149
2
10 Segmentation
151
15
Reasons for segmenting markets
151
6
Choosing a segment
157
1
Segmenting a market
158
5
Strategic options
163
2
Key points from this chapter
165
1
11 Buyer behaviour in services markets
166
13
Services - products or not?
166
1
Consumer approaches to information gathering
167
1
Risk and uncertainty
168
3
Involvement
171
1
Sales promotion
172
1
Service levels
173
2
Handling dissonance
175
2
Key points from this chapter
177
2
12 Consumer behaviour in the marketing mix
179
14
Introduction
179
9
Consumer research
188
2
Marketing in the twenty-first century
190
1
Customer care and service levels
191
1
Key points from this chapter
191
2
Index
193