Critical Thinking in Consumer Behavior: Cases and Experiential Exercises, 2nd edition

Published by Pearson (June 3, 2009) © 2010

  • Judy F. Graham St. John Fisher College
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Title overview

Designed to be used alone or packaged WITH ANY core texts in consumer behaviour.

This unique casebook applies consumer behaviour theory to practice via thirty-five cases and activities. 

Table of contents

  • SECTION I: The Importance of Customer Centricity
  • 1. Customer Retention and Profitability
  • 2. Measuring Customer Loyalty with the Net Promoter Score
  • 3. Customer Experience Management
  • SECTION II: Customer Perception
  • 4. Information Overload
  • 5. The Just Noticeable Difference
  • 6. Perceptual Maps                                
  • SECTION III: Customer Learning and Memory
  • 7. Behavioral Learning: Classical and Operant Conditioning
  • 8. Memorable Taglines
  • 9. Memory Models and Promotional Strategies
  • SECTION IV: Customer Motivation and Personality
  • 10. The Great Debate
  • 11. Needs and Motivation
  • 12. Appealing to the Id, Superego, and Ego
  • SECTION V: Segmenting, Targeting, and Positioning
  • 13. VALS Segmentation Categories
  • 14. Positioning Strategies
  • 15. Adopter Categories
  • SECTION VI: Reference Group Influence and Diffusion of Innovation
  • 16. Forms of Reference Group Influence
  • 17. Types of Reference Groups
  • 18. Diffusion of Innovations
  • SECTION VII: Customer Attitudes
  • 19. Hierarchies of Effects
  • 20. The Fishbein Model of Attitude Measurement
  • 21. The Extended Fishbein Model
  • SECTION VIII: Marketing Communication and Attitude Change
  • 22. Multiattribute Models and Attitude Change Strategies
  • 23. The Elaboration Likelihood Model
  • 24. Social Judgment Theory and Attitude Change
  • 25. Balance Theory and Spokesperson Strategies
  • SECTION IX: Customer Decision Making
  • 26. Group/Family Decision Making
  • 27. Decision Heuristics
  • 28. Decision Rules I: Introduction to Decision Rules
  • 29. Decision Rules II: The Application of Decision Rules
  • SECTION X: Qualitative and Interpretive Consumer Research
  • 30. Projective Techniques
  • 31. Laddering Interviews and Means-End Analysis
  • 32. Information Display Board
  • SECTION XI: Cultural and Subcultural Influences
  • 33. The Diversity of Customer Behavior
  • 34. Culture and Customer Behavior
  • 35. The Chinese Consumer

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