Consumer

Behavior

Buying, Having, and

Being

Eleventh Edition
Global Edition

Michael R. Solomon
Saint Joseph's University

PEARSON
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CONTENTS

About the Author 11

New to this Edition! 13
Preface 15
Acknowledgments 21

Section 1 Foundations of
Consumer Behavior 25

Chapter 1

Buying, Having, and Being:

An Introduction to Consumer Behavior 26

Consumer Behavior: People in the Marketplace 27
What Is Consumer Behavior? 28
Consumer Behavior Is a Process 29
Consumers' Impact on Marketing Strategy 30
Consumers Are Different! How We Divide Thetn Up 30
Segmenting by Behavior:Welcome to Big Data 33
Marketing s Impact on Consumers 35
Populr Culture Is Marketing Is Populr Culture... 36
All the World''s a Stage 37
What Does It Mean to Consume? 38
WhatDoWeNeedReallv? 41
How We Classify Consumer Needs 42
The Global "Always On" Consumer 45
The Digital Native: Living a Social [Media] Life 45
Consumer Behavior as a Field of Study 48
Where Do We Find Consumer Researchers? 48
Interdisciplinary Influences on the Study
of Consumer Behavior 48
Two Perspectives on Consumer Research 51
Should Consumer Research Have an Academic
or an Applied Focus? 52
Taking It from Here: The Plan of the Book 52
Chapter Summary 53
Key Terms 53
Review 54
Consumer Behavior Challenge 54
Case Study 55
Notes 56

Chapter 2 Decision Making and

Consumer Behavior 58
What's Your Problem? 59
Consumer Involvement 61
Types oflnvolvement 63
Cognitive Decision Making 69
Steps in the Cognitive Decision-Making
Process 69
Habitual Decision Making 80
Priming and Nudging 81
Decision-Making Biases and Shortcuts 81
Heuristics: Mental Shortcuts 84
Affective Decision Making 85
Emotions and Consumption 86
Positive Affect 88
Negative ffect 88
How Social Media Tap into Our Emotions 89
Chapter Summary 90
Key Terms 91
Review 92
Consumer Behavior Challenge 92
Case Study 94
Notes 95

Chapter 3 Cultural Influences on

Consumer Decision Making 100
Cultural Systems 102
Cultural Values 102
CoreValues 103
How Do Values Link to Consumer Behavior? 105
Ihe Yin and Yang of Marketing and Culture 107
Cultural Movement 108
High and Low Culture 112
Cultural Formulae 113
Reality Engineering 115
Product Placement 117
Advergaming 118
7

Contents

Cultural Stories and Ceremonies 119

Myths 120
Rituals 124
Sacred and Profane Consumption 131
Sacralization 131
Domains of Sacred Consumption 133
From Sacred to Profane, and Back Again 134
Global Consumer Culture 135
It'sa BRAND New World 136
Adopt a Standardized Strategy 138
Adopt a Localized Strategy 138
Cross-Cultural Differences Relevant to Marketers 140
Does Global Marketing Work? 140
Chapter Summary 141
Key Terms 142
Review 143
Consumer Behavior Challenge 143
Gase Study 145
Notes 146

Chapter 4 * Consumer and Social

[; / * Internal Influences
on Consumer Behavior 193

Chapter 5 * Perception 194

Sensation 195
Vision 197
Dollars and Scents 200
Sound 202
Touch 203
Taste 204
IheStagesof Perception 206
Stage 1: Exposure 206
Stage 2: Attention 209
Stage 3: Interpretation 215
Chapter Summaiy 222
Key Terms 223
Review 223
Consumer Behavior Challenge 223
Gase Study 224
Notes 225

Well-Being 152
Business Ethics and Consumer Rights 153
Needs and Wants: Do Marketers Manipulate
Consumers? 154
Consumers' Rights and Product Satisfaction 158
Market Regulation 160
Consumerism 162
Social Marketing and Corporate Social Responsibility
(CSR) 164
Major Policy Issues Relevant to Consumer Behavior 165
Data Privacy and Identity Ihefi 165
Market Access 167
Sustainability and Environmental Stewardship 169
The Dark Side of Consumer Behavior 177
Consumer Terrorism 178
Addictive Consumption 179
Consumed Consumers 181
Illegal Acquisition and Product Use 182
Chapter Summaiy 184
Key Terms 184
Review 184
Consumer Behavior Challenge 185
Gase Study 186
Notes 187
Nielsen Nugget 191

Chapter 6 Learning and Memory 228

Leaming 229
Behavioral Learning Theories 230
Marketing Applications ofClassical Conditioning
Principles 233
Marketing Applications of Instrumental Conditioning
Principles 238
Gamification 238
Cognitive Learning Theory 240
How Do We Learn to Be Consumers? 243
Cognitive Development 245
Memory 247
How Our Brains Encode Information 248
Memory Systems 250
How Our Memories Store Information 250
How We Retrieve Memories When We Decide
WhattoBuy 253
What Makes UsForget? 255
How WeMeasure Consumers' Recall of Marketing
Messages 258
Bittersweet Memories: The Marketing Power of
Nostalgia 259
Chapter Summary 262
Key Terms 263
Review 263

Contents
Consumer Behavior Challenge 263
Case Study 264
Notes 265

Chapter 7 * The Seif 270

The Seif 271
Does the Seif Exist? 271
Self-Concept 272
Fantasy: Bridging the Gap Between the Selves 274
Symbolic lnteractionism 275
The Extended Seif 276
The Digital Seif 279
Personality 280
Consumer Behavior on the Couch: Freudian
Theory 282
Neo-Freudian Theories 285
Trait Theory 286
Brand Personality 294
Socializing with Brands 296
Are We What We Buy? 297
Body Image 301
Ideals ofBeauty 301
Working on the Body 308
Body Image Distortions 311
Chapter Summa?y 314
Key Terms 315
Review 315
Consumer Behavior Challenge 315
Case Study 316
Notes 317

Chapter 8 * Attitudes and

Persuasion 322

How Do Marketers Change Attitudes? 340

Decisions, Decisions: Tactical Communications
Options 340
The Elements of Communication 341
An Updated View: Interactive Communications 341
New Message Formats 342
TheSource 343
The Message 349
Typesof Message Appeals 353
The Source versus the Message: Do We Seil the
Steak or the Sizzle? 358
Chapter Summary 359
Key Terms 360
Review 361
Consumer Behavior Challenge 361
Case Study 363
Notes 364
Nielsen Nugget 369

Section 3 ExternaI Influences

on Consumer Behavior 371

Chapter 9 Group and Situational Effects

on Consumer Behavior 372
Situational Effects on Consumer Behavior 374
Our Social and Physical Surroundings 376
Temporal Factors 376
WaitingTime 378
The Shopping Experience 379
When the Going Gets Tough, the Tough Go Shopping 379
E-Commerce: Clicks Versus Bricks 380
Retailing as Theater 383
Store Image 384
In-Store Decision-Making 385
The Salesperson: A Lead Role in the Play 388

The Power of Attitudes 323

The ABC Model of Attitudes 324
Hierarchies of Effects 325

The Social Power of Croups 389

Reference GroupsAren'tJustAny Groups 390
Conformity 396

How Do We Form Attitudes? 327

All Attitudes Are Not Created Equal 327
The Consistency Principle 328
Motivational Conflicts 329
Self-Perception Theory 330
Social Judgment Theory 331
Balance Theory 331
Attitde Models 333
Do Attitudes Predict Behavior? 336
Trying to Consume 339

Collective Decision-Making 397

B2B Decision-Making 397
Family Decision-Making 402
Animals Are People Tool Nonhuman Family Members 406
The Family Life Cycle 407
The Intimate Corporation: Family Decision-Making 408
Sex Roles and Family Decision-Making
Responsibilities 410
Chapter Summary 413
Key Terms 415

10

Contents

Review 415
Consumer Behavior Challenge 416
Case Study 419
Notes 420

Chapter 10 * Consumer Identity I:

Sex Roles and Subcultures 426
Consumer Identity 427
Gender Identity 428
Sex Role Socialization 429
Gender Identity Versus Sexual Identity 431
Sex-TypedProducts 432
Ethnic and Racial Subcultures 438
Ethnic and Racial Stereotypes 439
Ethnicity and Acculturation 440
The "Big Three" American Ethnic Subcultures 442
Religious Subcultures 446
OrganizedReligion and Consumption 447
Born-Again Consumers 447
Islamic Marketing 448
Age Subcultures 449
Children as Decision-Makers: Consumers-in-Training 450
The Youth Market 451
Gen Y 453
GenX 457
The Mature Market 457
Place Based Subcultures 463
Chapter Summary 465
Key Terms 466
Review 467
Consumer Behavior Challenge 467
Case Study 470
Notes 471

Status Symbols and Social Capital 497

"What Do You Use That Fork For?" Taste Cultures, Codes,
and Cultural Capital 499
Social Capital 500
Status Symbols 502
Lifestyles and Consumer Identity 506
Product Complementarity and Co-Branding
Strategies 509
Psychographics 510
Chapter Summary 515
Key Terms 516
Review 516
Consumer Behavior Challenge 517
Case Study 518
Notes 519

Chapter 12 Networked Consumer

Behavior: Word-of-Mouth, Social Media,
and Fashion 522
Word-of-Mouth Communication 523
Buzz Building 526
Negative WOM: The Power ofRumors 527
Opinion Leadership 529
How Influential Is an Opinion Leader? 530
Types of Opinion Leaders 531
How Do We Find Opinion Leaders? 532
Ihe Social Media Revolution 535
Social Media and Community 536
The Structure of Social Networks 539
The Power of Online Communities 540
Online Opinion Leaders 543
Ihe Diffusion of Innovations 547
How Do We Decide to Adopt an Innovation? 547
Behavioral Demands of Innovations 548
What Determines If an Innovation Will Diffuse? 549
The Fashion System 550

Chapter 11 * Consumer Identity II:

Social Class and Lifestyles 476
Income and Consumer Identity 477
Income Patterns 477
To Spend or Not to Spend, That Is the Question 478
The Great Recession and Its Aftermath 479
Materialism and Economic Conditions 481
Social Class and Consumer Identity 481
Pick a Pecking Order 481
Components of Social Class 484
Social Class in the United States 491
Social Class Around the World 491
How Do We Measure Social Class? 495

Chapter Summary 556

Key Terms 557
Review 557
Consumer Behavior Challenge 558
Case Study 559
Notes 560
Nielsen Nugget 563

Glossary 565
Index 579