Summary
For
Consumer Behavior Summary -Buying, Having and Being
12th Edition
Michael R. Solomon
, lOMoARcPSD|21997160
Consumer Behavior Summary - Buying, Having and Being
12th Global Edition by Michael R Solomon, 2024
Consumer Behaviour, Marketing (ESLSCA Business School Paris)
, lOMoARcPSD|21997160
AHMED YEHIA | CONSUMER BEHAVIOR | JULY 2019 PAGE 1
Downloaded by Thomas Mboya (thomasmboya550@gmail.com)
, lOMoARcPSD|21997160
Contents
Chapter 1 – AN INTRODUCTION TO CONSUMER BEHAVIOR ............................................................... 5
CONSUMER BEHAVIOR IS A PROCESS .............................................................................................. 5
WHAT IS CONSUMER BEHAVIOR? ................................................................................................... 5
CONSUMERS’ IMPACT ON MARKETING STRATEGY ....................................................................... 7
CONSUMERS ARE DIFFERENT! HOW WE DIVIDE THEM UP ........................................................ 7
SEGMENTING BY BEHAVIOR: RELATIONSHIPS AND “BIG DATA” ............................................... 8
MARKETING’S IMPACT ON CONSUMERS ......................................................................................... 9
POPULAR CULTURE ............................................................................................................................ 9
ALL THE WORLD’S A STAGE .............................................................................................................. 9
WHAT DOES IT MEAN TO CONSUME? ............................................................................................ 9
WHAT DO WE NEED—REALLY? ....................................................................................................... 9
THE GLOBAL “ALWAYS-ON” CONSUMER ...................................................................................... 10
CONSUMER BEHAVIOR AS A FIELD OF STUDY ............................................................................... 11
TWO PERSPECTIVES ON CONSUMER RESEARCH ........................................................................... 11
Chapter 9 – DECISION MAKING ................................................................................................................ 13
WHAT’S YOUR PROBLEM? .................................................................................................................. 13
HYPERCHOICE .................................................................................................................................... 13
SELF-REGULATION ............................................................................................................................ 14
COGNITIVE DECISION MAKING ........................................................................................................ 15
STEPS IN THE COGNITIVE DECISION-MAKING PROCESS ........................................................... 15
NEUROMARKETING ........................................................................................................................... 18
ONLINE DECISION MAKING ............................................................................................................. 18
HOW DO WE PUT PRODUCTS INTO CATEGORIES? ..................................................................... 19
HABITUAL DECISION MAKING .......................................................................................................... 21
PRIMING AND NUDGING ................................................................................................................. 22
HEURISTICS: MENTAL SHORTCUTS ............................................................................................... 22
COLLECTIVE DECISION MAKING ..................................................................................................... 23
B2B DECISION MAKING .................................................................................................................... 23
HOW DOES B2B DECISION MAKING COMPARE TO CONSUMER DECISION MAKING? ......... 24
B2B E-COMMERCE ............................................................................................................................. 25
AHMED YEHIA | CONSUMER BEHAVIOR | JULY 2019 PAGE 2
Downloaded by Thomas Mboya (thomasmboya550@gmail.com)
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