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Full Summary Book Consumer Behavior Buying Having Being by Solomon M.R. 2024
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Full Summary Book Consumer Behavior Buying Having Being by Solomon M.R. 2024
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Consumer Behavior Summary -Buying, Having and Being
14th Edition
Michael R. Solomon
, lOMoARcPSD|21997160
Full Summary: Book Consumer Behavior, Buying, Having &
Being (Solomon, M.R. 2024)
Consumer Behaviour (Maastricht University)
, lOMoARcPSD|21997160
Consumer Behavior Maastricht University Marlouke Zandbelt
Year 2023-2024
Contents
Summary Consumer Behavior...................................................................................................................... 2
Chapter 1: Buying, Having and Being: An Introduction to Consumer Behavior..........................................2
Consumer Behavior: People in the Marketplace...................................................................................2
Consumers Are Different! How We Divide Them Up.............................................................................3
Marketing’s Impact on Consumers........................................................................................................ 4
What Does it Mean to Consume?......................................................................................................... 4
The Global “Always-On” Consumer....................................................................................................... 4
Consumer Behavior as a Field of Study.................................................................................................5
Consumer Trends: Keep Ahead to Keep Up...........................................................................................7
Chapter 3: Perception............................................................................................................................... 7
Sensation.............................................................................................................................................. 7
The Stages of Perception....................................................................................................................... 9
Personal Selection Factors................................................................................................................... 10
Stimulus Organization......................................................................................................................... 11
Chapter 4: Learning and Memory........................................................................................................... 12
How Do We Learn?............................................................................................................................. 12
Cognitive Learning Theory.................................................................................................................. 16
Memory.............................................................................................................................................. 18
Chapter 5: Motivation and Affect............................................................................................................ 21
The Motivation Process: Why Ask Why?.............................................................................................21
Affect.................................................................................................................................................. 24
Consumer Involvement....................................................................................................................... 26
Chapter 6: The Self: Mind, Gender and Body..........................................................................................28
The Self............................................................................................................................................... 28
Are We What We Buy?........................................................................................................................ 30
The Body as Product........................................................................................................................... 31
Chapter 7: Personality, Lifestyles and Values...........................................................................................33
Personality.......................................................................................................................................... 33
Brand Personality................................................................................................................................ 36
Lifestyle and Consumer Identity.......................................................................................................... 37
Psychographics.................................................................................................................................... 38
Values................................................................................................................................................. 39
Chapter 8: Attitudes and Persuasive Communications............................................................................41
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Downloaded by Thomas Mboya (thomasmboya550@gmail.com)
, lOMoARcPSD|21997160
Consumer Behavior Maastricht University Marlouke Zandbelt
Year 2023-2024
The Power of Attitudes........................................................................................................................ 41
How Do We Form Attitudes................................................................................................................. 42
Persuasion: How Do Marketers Change Attitudes?.............................................................................46
Chapter 9: Decision Making.................................................................................................................... 51
What’s Your Problem?......................................................................................................................... 51
Cognitive Decision Making.................................................................................................................. 52
Habitual Decision Making................................................................................................................... 56
Priming and Nudging........................................................................................................................... 56
Chapter 10: Buying, Using and Disposing................................................................................................57
Situational Effects on Consumer Behavior........................................................................................... 57
The Shopping Experience.................................................................................................................... 58
Ownership and the Sharing Economy.................................................................................................. 61
Postpurchase Satisfaction and Disposal............................................................................................... 61
Chapter 11: Group Influences and Social Media.....................................................................................62
Groups................................................................................................................................................ 62
Word-of-Mouth Communication......................................................................................................... 64
Opinion Leadership............................................................................................................................. 64
Social Media: The Horizontal Revolution.............................................................................................66
Summary of: Solomon, M.R. (2020). Consumer Behavior. Buying, Having, and Being. Harlow: Pearson
Education Limited. (e-book).
Page 2 of 69
Downloaded by Thomas Mboya (thomasmboya550@gmail.com)
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