Consumer Behavior Buying, Having, and Being Eleventh Edition

Consumer Behavior Buying, Having, and Being Eleventh Edition Michael R. Solomon Saint Joseph’s University Boston Columbus Indianapolis New York San Francisco Upper Saddle River Amsterdam Cape Town Dubai London Madrid Milan Munich Paris Montréal Toronto Delhi Mexico City São Paulo Sydney Hong Kong Seoul Singapore Taipei Tokyo Editor in Chief: Stephanie Wall Acquisitions Editor: Mark Gaffney Program Manager Team Lead: Ashley Santora Program Manager: Jennifer M. Collins Editorial Assistant: Daniel Petrino Director of Marketing: Maggie Moylan Executive Marketing Manager: Anne Fahlgren Project Manager Team Lead: Judy Leale Project Manager: Becca Groves Procurement Specialist: Nancy Maneri-Miller Creative Director: Blair Brown Sr. Art Director: Janet Slowik Interior and Cover Designer: Karen Quigley Cover Illustration: Tom Herzberg VP, Director of Digital Strategy & Assessment: Paul Gentile Digital Editor: Brian Surette Digital Development Manager: Robin Lazrus Digital Project Manager: Alana Coles MyLab Product Manager: Joan Waxman Digital Production Project Manager: Lisa Rinaldi Full-Service Project Management and Composition: S4Carlisle Publishing Services Printer/Binder: RR Donnelley/Roanoke Cover Printer: Lehigh-Phoenix Color/Hagerstown Text Font: 9.5/12 Utopia ISBN-13: 978-0-13--7 ISBN-10: 0-13--9 Credits and acknowledgments borrowed from other sources and reproduced, with permission, in this textbook appear on the appropriate page within text. Copyright © 2015, 2012, 2009 by Pearson Education, Inc., One Lake Street, Upper Saddle River, New Jersey 07458. All rights reserved. Manufactured in the United States of America. This publication is protected by Copyright, and permission should be obtained from the publisher prior to any prohibited reproduction, storage in a retrieval system, or transmission in any form or by any means, electronic, mechanical, photocopying, recording, or likewise. To obtain permission(s) to use material from this work, please submit a written request to Pearson Education, Inc., Permissions Department, One Lake Street, Upper Saddle River, New Jersey 07458, or you may fax your request to . Many of the designations by manufacturers and sellers to distinguish their products are claimed as trademarks. Where those designations appear in this book, and the publisher was aware of a trademark claim, the designations have been printed in initial caps or all caps. Library of Congress Cataloging-in-Publication Data Solomon, Michael R. Consumer behavior: buying, having, and being / Michael R. Solomon, Saint Joseph’s University and The University of Manchester (U.K.). — Eleventh edition. pages cm ISBN-13: 978-0-13--7 ISBN-10: 0-13--9 1. Consumer behavior. I. Title. HF5415.32.S6 2015 658.8'342—dc23 9 10 9 8 7 6 5 4 3 2 1 Brief Contents Section 1 ● Foundations of Consumer Behavior 3 Chapter 1 Buying, Having, and Being: An Introduction to Consumer Behavior 4 Chapter 2 Decision Making and Consumer Behavior 36 Chapter 3 Cultural Influences on Consumer Decision Making 78 Chapter 4 Consumer and Social Well-Being 130 Section 2 ● Internal Influences on Consumer Behavior 171 Chapter 5 Perception 172 Chapter 6 Learning and Memory 206 Chapter 7 The Self 248 Chapter 8 Attitudes and Persuasion 300 Section 3 ● External Influences on Consumer Behavior 349 Chapter 9 Group and Situational Effects on Consumer Behavior 350 Chapter 10 Consumer Identity I: Sex Roles and Subcultures 404 Chapter 11 Consumer Identity II: Social Class and Lifestyles 454 Chapter 12 Networked Consumer Behavior: Word-of-Mouth, Social Media, and Fashion 500 v This page intentionally left blank About the Author xi New to this Edition! xiii Preface xv Acknowledgments xxi Section 1 ● Foundations of Consumer Behavior 3 Chapter 1 ● Buying, Having, and Being: An Introduction to Consumer Behavior 4 Consumer Behavior: People in the Marketplace 5 What Is Consumer Behavior? 6 Consumer Behavior Is a Process 7 Consumers’ Impact on Marketing Strategy 8 Consumers Are Different! How We Divide Them Up 8 Segmenting by Behavior: Welcome to Big Data 11 Marketing’s Impact on Consumers 13 Popular Culture Is Marketing Is Popular Culture . . . 14 All the World’s a Stage 15 What Does It Mean to Consume? 16 What Do We Need—Really? 19 How We Classify Consumer Needs 20 The Global “Always On” Consumer 23 The Digital Native: Living a Social [Media] Life 23 Consumer Behavior as a Field of Study 26 Where Do We Find Consumer Researchers? 26 Interdisciplinary Influences on the Study of Consumer Behavior 26 Two Perspectives on Consumer Research 29 Should Consumer Research Have an Academic or an Applied Focus? 30 Taking It from Here: The Plan of the Book 30 Chapter Summary 31 Key Terms 31 Review 32 Consumer Behavior Challenge 32 Case Study 33 Notes 34 Contents Chapter 2 ● Decision Making and Consumer Behavior 36 What’s Your Problem? 37 Consumer Involvement 39 Types of Involvement 41 Cognitive Decision Making 47 Steps in the Cognitive Decision-Making Process 47 Habitual Decision Making 58 Priming and Nudging 59 Decision-Making Biases and Shortcuts 59 Heuristics: Mental Shortcuts 62 Affective Decision Making 63 Emotions and Consumption 64 Positive Affect 66 Negative Affect 66 How Social Media Tap into Our Emotions 67 Chapter Summary 68 Key Terms 69 Review 70 Consumer Behavior Challenge 70 Case Study 72 Notes 73 Chapter 3 ● Cultural Influences on Consumer Decision Making 78 Cultural Systems 80 Cultural Values 80 Core Values 81 How Do Values Link to Consumer Behavior? 83 The Yin and Yang of Marketing and Culture 85 Cultural Movement 86 High and Low Culture 90 Cultural Formulae 91 Reality Engineering 93 Product Placement 95 Advergaming 96 vii Cultural Stories and Ceremonies 97 Myths 98 Rituals 102 Sacred and Profane Consumption 109 Sacralization 109 Domains of Sacred Consumption 111 From Sacred to Profane, and Back Again 112 Global Consumer Culture 113 It’s a BRAND New World 114 Adopt a Standardized Strategy 116 Adopt a Localized Strategy 116 Cross-Cultural Differences Relevant to Marketers 118 Does Global Marketing Work? 118 Chapter Summary 119 Key Terms 120 Review 121 Consumer Behavior Challenge 121 Case Study 123 Notes 124 Chapter 4 ● Consumer and Social Well-Being 130 Business Ethics and Consumer Rights 131 Needs and Wants: Do Marketers Manipulate Consumers? 132 Consumers’ Rights and Product Satisfaction 136 Market Regulation 138 Consumerism 140 Social Marketing and Corporate Social Responsibility (CSR) 142 Major Policy Issues Relevant to Consumer Behavior 143 Data Privacy and Identity Theft 143 Market Access 145 Sustainability and Environmental Stewardship 147 The Dark Side of Consumer Behavior 155 Consumer Terrorism 156 Addictive Consumption 157 Consumed Consumers 159 Illegal Acquisition and Product Use 160 Chapter Summary 162 Key Terms 162 Review 162 Consumer Behavior Challenge 163 Case Study 164 Notes 165 Nielsen Nugget 169 Section 2 ● Internal Influences on Consumer Behavior 171 Chapter 5 ● Perception 172 Sensation 173 Vision 175 Dollars and Scents 178 Sound 180 Touch 181 Taste 182 The Stages of Perception 184 Stage 1: Exposure 184 Stage 2: Attention 187 Stage 3: Interpretation 193 Chapter Summary 200 Key Terms 201 Review 201 Consumer Behavior Challenge 201 Case Study 202 Notes 203 Chapter 6 ● Learning and Memory 206 Learning 207 Behavioral Learning Theories 208 Marketing Applications of Classical Conditioning Principles 211 Marketing Applications of Instrumental Conditioning Principles 216 Gamification 216 Cognitive Learning Theory 218 How Do We Learn to Be Consumers? 221 Cognitive Development 223 Memory 225 How Our Brains Encode Information 226 Memory Systems 228 How Our Memories Store Information 228 How We Retrieve Memories When We Decide What to Buy 231 What Makes Us Forget? 233 How We Measure Consumers’ Recall of Marketing Messages 236 Bittersweet Memories: The Marketing Power of Nostalgia 237 Chapter Summary 240 Key Terms 241 Review 241 viii Contents Consumer Behavior Challenge 241 Case Study 242 Notes 243 Chapter 7 ● The Self 248 The Self 249 Does the Self Exist? 249 Self-Concept 250 Fantasy: Bridging the Gap Between the Selves 252 Symbolic Interactionism 253 The Extended Self 254 The Digital Self 257 Personality 258 Consumer Behavior on the Couch: Freudian Theory 260 Neo-Freudian Theories 263 Trait Theory 264 Brand Personality 272 Socializing with Brands 274 Are We What We Buy? 275 Body Image 279 Ideals of Beauty 279 Working on the Body 286 Body Image Distortions 289 Chapter Summary 292 Key Terms 293 Review 293 Consumer Behavior Challenge 293 Case Study 294 Notes 295 Chapter 8 ● Attitudes and Persuasion 300 The Power of Attitudes 301 The ABC Model of Attitudes 302 Hierarchies of Effects 303 How Do We Form Attitudes? 305 All Attitudes Are Not Created Equal 305 The Consistency Principle 306 Motivational Conflicts 307 Self-Perception Theory 308 Social Judgment Theory 309 Balance Theory 309 Attitude Models 311 Do Attitudes Predict Behavior? 314 Trying to Consume 317 How Do Marketers Change Attitudes? 318 Decisions, Decisions: Tactical Communications Options 318 The Elements of Communication 319 An Updated View: Interactive Communications 319 New Message Formats 320 The Source 321 The Message 327 Types of Message Appeals 331 The Source versus the Message: Do We Sell the Steak or the Sizzle? 336 Chapter Summary 337 Key Terms 338 Review 339 Consumer Behavior Challenge 339 Case Study 341 Notes 342 Nielsen Nugget 347 Section 3 ● External Influences on Consumer Behavior 349 Chapter 9 ● Group and Situational Effects on Consumer Behavior 350 Situational Effects on Consumer Behavior 352 Our Social and Physical Surroundings 354 Temporal Factors 354 Waiting Time 356 The Shopping Experience 357 When the Going Gets Tough, the Tough Go Shopping 357 E-Commerce: Clicks Versus Bricks 358 Retailing as Theater 361 Store Image 362 In-Store Decision-Making 363 The Salesperson: A Lead Role in the Play 366 The Social Power of Groups 367 Reference Groups Aren’t Just Any Groups 368 Conformity 374 Collective Decision-Making 375 B2B Decision-Making 375 Family Decision-Making 380 Animals Are People Too! Nonhuman Family Members 384 The Family Life Cycle 385 The Intimate Corporation: Family Decision-Making 386 Sex Roles and Family Decision-Making Responsibilities 388 Chapter Summary 391 Key Terms 393 Contents ix x Contents Review 393 Consumer Behavior Challenge 394 Case Study 397 Notes 398 Chapter 10 ● Consumer Identity I: Sex Roles and Subcultures 404 Consumer Identity 405 Gender Identity 406 Sex Role Socialization 407 Gender Identity Versus Sexual Identity 409 Sex-Typed Products 410 Ethnic and Racial Subcultures 416 Ethnic and Racial Stereotypes 417 Ethnicity and Acculturation 418 The “Big Three” American Ethnic Subcultures 420 Religious Subcultures 424 Organized Religion and Consumption 425 Born-Again Consumers 425 Islamic Marketing 426 Age Subcultures 427 Children as Decision-Makers: Consumers-in-Training 428 The Youth Market 429 Gen Y 431 Gen X 435 The Mature Market 435 Place-Based Subcultures 441 Chapter Summary 443 Key Terms 444 Review 445 Consumer Behavior Challenge 445 Case Study 448 Notes 449 Chapter 11 ● Consumer Identity II: Social Class and Lifestyles 454 Income and Consumer Identity 455 Income Patterns 455 To Spend or Not to Spend, That Is the Question 456 The Great Recession and Its Aftermath 457 Materialism and Economic Conditions 459 Social Class and Consumer Identity 459 Pick a Pecking Order 459 Components of Social Class 462 Social Class in the United States 469 Social Class Around the World 469 How Do We Measure Social Class? 473 Status Symbols and Social Capital 475 “What Do You Use That Fork For?” Taste Cultures, Codes, and Cultural Capital 477 Social Capital 478 Status Symbols 480 Lifestyles and Consumer Identity 484 Product Complementarity and Co-Branding Strategies 487 Psychographics 488 Chapter Summary 493 Key Terms 494 Review 494 Consumer Behavior Challenge 495 Case Study 496 Notes 497 Chapter 12 ● Networked Consumer Behavior: Word-of-Mouth, Social Media, and Fashion 500 Word-of-Mouth Communication 501 Buzz Building 504 Negative WOM: The Power of Rumors 505 Opinion Leadership 507 How Influential Is an Opinion Leader? 508 Types of Opinion Leaders 509 How Do We Find Opinion Leaders? 510 The Social Media Revolution 513 Social Media and Community 514 The Structure of Social Networks 517 The Power of Online Communities 518 Online Opinion Leaders 521 The Diffusion of Innovations 525 How Do We Decide to Adopt an Innovation? 525 Behavioral Demands of Innovations 526 What Determines If an Innovation Will Diffuse? 527 The Fashion System 528 Chapter Summary 534 Key Terms 535 Review 535 Consumer Behavior Challenge 536 Case Study 537 Notes 538 Nielsen Nugget 541 Glossary 543 Index 557