Consumer Behavior 2nd Edition Kardes Test Bank
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Consumer Behavior 2nd Edition Kardes Test Bank.
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Product Details:
- ISBN-10 : 1133587674
- ISBN-13 : 978-1133587675
- Author;
This wide-ranging yet focused text provides an informative introduction to consumer behavior supported by in-depth, scientifically grounded coverage of key principles and applications. CONSUMER BEHAVIOR, Second Edition, devotes ample attention to “classic” consumer behavior topics, including consumer information processing, consumer decision making, persuasion, social media and the role of culture and society on consumer behavior. In addition, this innovative text explores important current topics and trends relevant to modern consumer behavior, such as international and ethical perspectives, an examination of contemporary media, and a discussion of online tactics and branding strategies. This versatile text strikes an ideal balance among theoretical concepts, cutting-edge research findings, and applied real-world examples that illustrate how successful businesses apply consumer behavior to develop better products and services, market them more effectively, and achieve a sustainable competitive advantage. With its strong consumer-focused, strategy-oriented approach, CONSUMER BEHAVIOR, Second Edition, will serve you well in the classroom and help you develop the knowledge and skills to succeed in the dynamic world of modern business.
Table of Content:
- Part 1: Consumer Behavior and Marketing Strategy
- Ch 1: Understanding Consumer Behavior and Consumer Research
- Objectives
- Reality Television Works for Consumers and Marketers
- What is Consumer Behavior?
- Why Study Consumer Behavior?
- Consumer Behavior as a Field of Study
- Developing Consumer Insights through Research
- The Marketing Research Process
- Chapter Summary
- Marketing Metrics
- Ch 2: Consumer Focused Strategy: Segmentation and Positioning
- Objectives
- CafeMom Caters to Moms
- A Divide-and-Conquer Strategy
- How Consumers and Society Benefit from Market Segmentation
- Factors Influencing Market Segmentation Strategies
- Bases of Segmentation
- Positioning
- Chapter Summary
- Marketing Metrics
- Ch 3: Branding Strategy and Consumer Behavior
- Objectives
- Hyundai
- New Product Development
- Entry Strategy
- Product Life Cycle Management
- Brand Equity Management
- Product Line Management
- Managing Top Dogs and Underdogs
- Acquisition versus Retention Strategies
- Chapter Summary
- Part 2: Consumer Information Processing
- Ch 4: Consumer Perception
- Objectives
- Digital Display Energizes Consumer Perceptions
- Defining the Perceptual Process
- Sensory Thresholds
- Physical Influences on Attention
- Voluntary and Involuntary Selective Attention
- Chapter Summary
- Marketing Metrics
- Ch 5: Learning and Memory
- Objectives
- Dos Equis
- The Importance of Learning and Memory
- Types of Learning
- Operant Conditioning
- Comprehension and Miscomprehension
- Memory
- Chapter Summary
- Ch 6: Automatic Information Processing
- Objectives
- Mars Bars
- Two Styles of Thinking
- The Adaptive Unconscious
- Thin Slice Inferences
- Implicit Memory
- Habit Theory
- Cognitive Neuroscience
- Chapter Summary
- Ch 7: Motivation and Emotion
- Objectives
- DIRECTV
- An Overview of Motivation and Emotion
- Emotion
- Chapter Summary
- Ch 8: Attitude and Judgment Formation and Change
- Objectives
- The Truth
- Nonevaluative Judgment
- Types of Beliefs
- Evaluative Judgment
- Overview of Involvement
- Parameters of Judgment
- The Message-Learning Approach to Persuasion
- Chapter Summary
- Part 3: Consumer Decision Making
- Ch 9: The Consumer Decision Making Process
- Objectives
- Kellogg’s Company: Cereal with Disclosure
- Types of Consumer Decisions
- The Nature of Problem Recognition
- The Nature of Information Search
- Evaluation of Alternatives: An Uncertainty-Reduction Model
- Post-Purchase Evaluation
- Chapter Summary
- Marketing Metrics
- Ch 10: Product Consideration, Evaluation, and Choice
- Objectives
- Walmart
- The Consideration Set: Determining Choice Alternatives
- Constructing Evaluations to Make Choices
- Heuristic Processing
- Chapter Summary
- Ch 11: Behavioral Decision Theory
- Objectives
- McCormick
- Expected Utility Theory
- Construal Level Theory
- Selective Thinking
- General Evaluability Theory
- Chapter Summary
- Part 4: Consumer Social Influences and Contemporary Strategies for Marketers
- Ch 12: Self-Concept and Personality
- Objectives
- Kia Soul Has Personality
- Self-Concept Defined
- The Role of Self-Concept
- Personality
- Cognitive Factors
- Chapter Summary
- Marketing Metrics
- Ch 13: Social Influence and Behavioral Compliance
- Objectives
- The Power of Influence
- Defining Compliance
- The Automaticity Principle
- The Commitment and Consistency Principle
- The Reciprocity Principle
- The Scarcity Principle
- The Social Validation Principle
- The Liking Principle
- The Authority Principle
- Chapter Summary
- Marketing Metrics
- Ch 14: The Influence of Culture and Values
- Objectives
- Culture and Color
- Culture Defined
- A Cultural Framework for Consumer Behavior
- Language
- Norms
- Consumer Values
- Chapter Summary
- Ch 15: The Influence of Demography
- Objectives
- Marketing to the “Mass Class”
- Demography
- Social Class
- Age Subcultures
- Chapter Summary
- Marketing Metrics
- Ch 16: Contemporary Strategies in Reaching Consumers
- Objectives
- Mercedes-Benz and the QR-Trophy Chase
- Word-of-Mouth: Pushing the Buzz Button
- Buzz Marketing
- Consumer Generated Marketing
- Celebrity and Athlete Endorsers
- Product Placement
- Types of Product Placement
- Mobile Marketing
- Chapter Summary
- Ch 17: Engaging Consumers through Online Marketing
- Objectives
- Pinterest Has Captured the Imagination of Millions
- The Age of Interactivity and Internet Marketing
- Website Marketing and E-tailing
- Characteristics of Shopping through E-tailers
- Search Engine Marketing (SEM)
- Internet Advertising
- Social Media Marketing
- The Implications of Reduced Search Costs for Information
- Chapter Summary
- Part 5: Managerial Decision Making
- Ch 18: Biases in Managerial Decision Making
- Objectives
- Smart People-Dumb Decisions
- Biases Resulting from Attention- and Memory-Related Constraints
- Biases Resulting from Underprocessing
- Biases Resulting from Overprocessing
- Chapter Summary
- Ch 19: Strategies for Improving Managerial Decision Making
- Objectives
- Levi Strauss & Co.
- Decision Frame Management
- Epistemic Unfreezing
- Increasing Predictive Accuracy
- Judgment Updating and Revision
- Chapter Summary
- Glossary
- Name Index
- Subject Index
- Product/Company Index
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