消費者行為學(xué)

Introduction:theimportanceofunderstanding
consumerbehaviour
Consumersandthemarketingconcept
ConsumersandthefourPs
Consumersandsegmentation
Theconsumerandrelationshipmarketing
Theconsumerandmarketingplanning
Keypointsfromtheintroduction
1Drive,motivationandhedonism
Classificationofmotives
Drive
Motivationinaction
Maslow'shierarchyofneed
FredHertzbergandthehygiene/motivatorstheory
Painavoidance
Hedonism
Keypointsfromthischapter
2Goalsandincentives,uncertaintyandpost-purchase
dissonance
Goals
Problemswithgoals
kiskanduncertainty
Heuristics
Interrupts


Postpurchasedissonance
Keypointsfromthischapter
3Personalitytraits,self-concept,routinesandhabits
Rolesandlifeastheatre
Personality
Approachestostudyingpersonality
Hedonicconsumption
Typeapproach
Traitsandfactors
Psychographics
Self-concept
Keypointsfromthischapter
4Learningandperception
Learning
Classicallearningtheory
Operantconditioning
Cognitivelearning
Perception
Keypointsfromthischapter
5Attitudes
Introduction
Dimensionsofattitude
Attitudeformation
Changingconsumers'attitudes
Attitudemeasurement
Functionsofattitudes
Attitudeandbehaviour
Privateversuspublicattitudes
Attitudeversussituation
Attitudetowardsadsversusattitridetowardsbrand
Generalversusspecificattitudes
Keypointsfromthischapter
6Theenvironment,classandculture
Theenvironment:situationalinfluences
Culttire
Class
Keypointsfromthischapter


7Peerandreferencegroups,andthefamily
Peerandreferencegroups
Thefamily
Influenceofchildrenonbuyingdecisions
Genderroles
Mechanismsofpersonalinfluence
Keypointsfromthischapter
8Newandrepeatbuyingbehaviour
Decision-makingmodels
Pre-purchaseactivities
FactorsaftectingtheeXternalsearchforinformation
Makingthechoice
Categorizationofdecisionrules
Newproducts:thediffusionofinnovation
Marketingapproachestonewproductlaunches
Keypointsfromthischapter
9High-involvementpurchasingbehaviour
Involvement
Purchasinghigh-techconsumerdurables
Unsoughtgoods
Keypointsfromthischapter
10Segmentation
Reasonsforsegmentingmarkets
Choosingasegmgnt
Segmentingamarket
Strategicoptions
Keypointsfromthischapter
11Buyerbehaviourinservicesmarkets
Services--productsornot?
Consumerapproachestoinformationgathering
kiskanduncertainty
Involvement
Salespromotion
Servicelevels
Handlingdissonance
KevDointsfromthischapter


12Consumerbehaviourinthemarketingmix
Introduction
Consumerresearch
Marketinginthetwenty-firstcentury
Customercareandservicelevels
Keypointsfromthischapter
Index