Critical Thinking in Consumer Behavior: Cases and Experiential Exercises
Autor Judy Grahamen Limba Engleză Paperback – 30 iun 2009
The Importance of Customer Centricity; Customer Perception; Customer Learning and Memory; Customer Motivation and Personality; Segmenting, Targeting, and Positioning; Reference Group Influence and Diffusion of Innovation; Customer Attitudes; Marketing Communication and Attitude Change; Customer Decision Making; Qualitative and Interpretive Consumer Research; Cultural and Subcultural Influences
Critical Thinking in Consumer Behavior: Cases and Experiential Exercises can be used as a standalone text or as a supplement to a consumer behavior textbook.
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Specificații
ISBN-13: 9780136027164
ISBN-10: 0136027164
Pagini: 173
Dimensiuni: 213 x 272 x 8 mm
Greutate: 0.36 kg
Ediția:2Nouă
Editura: Prentice Hall
Locul publicării:Upper Saddle River, United States
ISBN-10: 0136027164
Pagini: 173
Dimensiuni: 213 x 272 x 8 mm
Greutate: 0.36 kg
Ediția:2Nouă
Editura: Prentice Hall
Locul publicării:Upper Saddle River, United States
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Cuprins
SECTION I: The Importance of Customer Centricity
1. Customer Retention and Profitability
2. Measuring Customer Loyalty with the Net Promoter Score
3. Customer Experience Management
SECTION II: Customer Perception
4. Information Overload
5. The Just Noticeable Difference
6. Perceptual Maps
SECTION III: Customer Learning and Memory
7. Behavioral Learning: Classical and Operant Conditioning
8. Memorable Taglines
9. Memory Models and Promotional Strategies
SECTION IV: Customer Motivation and Personality
10. The Great Debate
11. Needs and Motivation
12. Appealing to the Id, Superego, and Ego
SECTION V: Segmenting, Targeting, and Positioning
13. VALS™ Segmentation Categories
14. Positioning Strategies
15. Adopter Categories
SECTION VI: Reference Group Influence and Diffusion of Innovation
16. Forms of Reference Group Influence
17. Types of Reference Groups
18. Diffusion of Innovations
SECTION VII: Customer Attitudes
19. Hierarchies of Effects
20. The Fishbein Model of Attitude Measurement
21. The Extended Fishbein Model
SECTION VIII: Marketing Communication and Attitude Change
22. Multiattribute Models and Attitude Change Strategies
23. The Elaboration Likelihood Model
24. Social Judgment Theory and Attitude Change
25. Balance Theory and Spokesperson Strategies
SECTION IX: Customer Decision Making
26. Group/Family Decision Making
27. Decision Heuristics
28. Decision Rules I: Introduction to Decision Rules
29. Decision Rules II: The Application of Decision Rules
SECTION X: Qualitative and Interpretive Consumer Research
30. Projective Techniques
31. Laddering Interviews and Means-End Analysis
32. Information Display Board
SECTION XI: Cultural and Subcultural Influences
33. The Diversity of Customer Behavior
34. Culture and Customer Behavior
35. The Chinese Consumer
1. Customer Retention and Profitability
2. Measuring Customer Loyalty with the Net Promoter Score
3. Customer Experience Management
SECTION II: Customer Perception
4. Information Overload
5. The Just Noticeable Difference
6. Perceptual Maps
SECTION III: Customer Learning and Memory
7. Behavioral Learning: Classical and Operant Conditioning
8. Memorable Taglines
9. Memory Models and Promotional Strategies
SECTION IV: Customer Motivation and Personality
10. The Great Debate
11. Needs and Motivation
12. Appealing to the Id, Superego, and Ego
SECTION V: Segmenting, Targeting, and Positioning
13. VALS™ Segmentation Categories
14. Positioning Strategies
15. Adopter Categories
SECTION VI: Reference Group Influence and Diffusion of Innovation
16. Forms of Reference Group Influence
17. Types of Reference Groups
18. Diffusion of Innovations
SECTION VII: Customer Attitudes
19. Hierarchies of Effects
20. The Fishbein Model of Attitude Measurement
21. The Extended Fishbein Model
SECTION VIII: Marketing Communication and Attitude Change
22. Multiattribute Models and Attitude Change Strategies
23. The Elaboration Likelihood Model
24. Social Judgment Theory and Attitude Change
25. Balance Theory and Spokesperson Strategies
SECTION IX: Customer Decision Making
26. Group/Family Decision Making
27. Decision Heuristics
28. Decision Rules I: Introduction to Decision Rules
29. Decision Rules II: The Application of Decision Rules
SECTION X: Qualitative and Interpretive Consumer Research
30. Projective Techniques
31. Laddering Interviews and Means-End Analysis
32. Information Display Board
SECTION XI: Cultural and Subcultural Influences
33. The Diversity of Customer Behavior
34. Culture and Customer Behavior
35. The Chinese Consumer
Caracteristici
Designed to be used alone or packaged WITH ANY core texts in consumer behavior.
This unique casebook applies consumer behavior theory to practice via thirty-five cases and activities.
NEW! The following cases are new to this edition:
• Measuring Customer Loyalty with the Net Promoter Score
• Customer Experience Management
• The Just Noticeable Difference
• Perceptual Maps
• Memorable Taglines
• Needs and Motivation
• Adopter Categories
• Hierarchies of Effects
• Social Judgment Theory and Attitude Change
• Balance Theory and Spokesperson Strategies
• Decision Heuristics
• The Chinese Consumer
OTHER TOPICS OF DISTINCTION
• Applies consumer behavior theory to practice—These kinds of applications are in demand but hard to find; this supplemental text fills that gap.
o Instructors can adopt standalone or request that it be shrink-wrapped with any Prentice Hall text.• Thirty-five intermediate level cases and exercises.
o Gives students the opportunity to critically analyze the fundamental principles of consumer behavior, and experience some of the complexities inherent in the application of these principles within realistic business contexts.• Exercises on classical and instrumental conditioning—Provides several real-world examples.
o Helps students recognize the use of learning theory in marketing campaigns.• Many extended cases.
o Gives students models for the application of consumer psychology in the “real world” inhabited by marketing managers, product managers, and marketing research practitioners.
This unique casebook applies consumer behavior theory to practice via thirty-five cases and activities.
NEW! The following cases are new to this edition:
• Measuring Customer Loyalty with the Net Promoter Score
• Customer Experience Management
• The Just Noticeable Difference
• Perceptual Maps
• Memorable Taglines
• Needs and Motivation
• Adopter Categories
• Hierarchies of Effects
• Social Judgment Theory and Attitude Change
• Balance Theory and Spokesperson Strategies
• Decision Heuristics
• The Chinese Consumer
OTHER TOPICS OF DISTINCTION
• Applies consumer behavior theory to practice—These kinds of applications are in demand but hard to find; this supplemental text fills that gap.
o Instructors can adopt standalone or request that it be shrink-wrapped with any Prentice Hall text.• Thirty-five intermediate level cases and exercises.
o Gives students the opportunity to critically analyze the fundamental principles of consumer behavior, and experience some of the complexities inherent in the application of these principles within realistic business contexts.• Exercises on classical and instrumental conditioning—Provides several real-world examples.
o Helps students recognize the use of learning theory in marketing campaigns.• Many extended cases.
o Gives students models for the application of consumer psychology in the “real world” inhabited by marketing managers, product managers, and marketing research practitioners.
Caracteristici noi
NEW! The following cases are new to this edition:
• Measuring Customer Loyalty with the Net Promoter Score
• Customer Experience Management
• The Just Noticeable Difference
• Perceptual Maps
• Memorable Taglines
• Needs and Motivation
• Adopter Categories
• Hierarchies of Effects
• Social Judgment Theory and Attitude Change
• Balance Theory and Spokesperson Strategies
• Decision Heuristics
• The Chinese Consumer
Descriere
Designed to be used alone or packaged WITH ANY core texts in consumer behavior.
This unique casebook applies consumer behavior theory to practice via thirty-five cases and activities.
This unique casebook applies consumer behavior theory to practice via thirty-five cases and activities.