消费者行为学

本书由欧洲著名管理学院和管理咨询公司的教授和专家撰写，它将90年代以来国际上工商管理各专业的最新研究成果，分门别类加以精练浓缩，由享誉世界的最大教育图书出版商PrenticeHall出版公司出版。是一本英文原版消费者行为学著作。

Contents Introduction: the importance of understanding consumer behaviour Consumers and the marketing concept Consumers and the four Ps Consumers and segmentation The consumer and relationship marketing The consumer and marketing planning Key points from the introduction 1 Drive, motivation and hedonism Classification of motives Drive Motivation in action Maslow's hierarchy of need Fred Hertzberg and the hygiene/motivators theory Pain avoidance Hedonism Key points from this chapter 2 Goals and incentives, uncertainty and post-purchase dissonance Goals Problems with goals Risk and uncertainty Heuristics Interrupts Post-purchase dissonance Key points from this chapter 3 Personality, traits, self-concept, routines and habits Roles and life as theatre Personality Approaches to studying personality Hedonic consumption Type approach Traits and factors Psychographics Self-concept Key points from this chapter 4 Leaming and perception Learning Classical leaming theory Operant conditioning Cognitive learning Perception Key points from this chapter 5 Attitudes Introduction Dimensions of attitude Attitude formation Changing consumers' attitudes Attitude measurement Functions of attitudes Attitude and behaviour Private versus public attitudes Attitude versus situation Attitude towards ads versus attitude towards brand General versus specific attitudes Key points from this chapter 6 The environment, class and culture The environment: situational influences Culture Class Key points from this chapter 7 Peer and reference groups, and the family Peer and reference groups The family Influence of children on buying decisions Gender roles Mechanisms of personal influence Key points from this chapter 8 New and repeat buying behaviour Decision-making models Pre-purchase activities Factors affecting the extemal search for information Making the choice Categorization of decision rules New products: the diffusion of innovation Marketing approaches to new product launches Key points from this chapter 9 High-involvement purchasing behaviour Involvement Purchasing high-tech consumer durables Unsought goods Key points from this chapter 10 Segmentation Reasons for segmenting markets Choosing a segment Segmenting a market Strategic options Key points from this chapter 11 Buyer behaviour in services markets Services - products or not? Consumer approaches to information gathering Risk and uncertainty Involvement Sales promotion Service levels Handling dissonance Kev points from this chapter 12 Consumer behaviour in the marketing mix Introduction Consumer research Marketing in the twenty-first century Customer care and service levels Key points from this chapter