Consumer Behaviour in Action introduces marketing students to the fundamental concepts of consumer behaviour in a contemporary context. The text provides a distinctly balanced approach as it balances theory with practical applications and research methods for understanding consumers. Practical examples and case studies provide global, regional and local industry examples. Research and insights from fields such as psychology, sociology and complex systems are
included. Extended cases studies covering topics such as Nike, Cricket Australia, Target, and McDonalds in overseas markets, draw together each part of the book to bring together the themes discussed and encourage students to encourage a deeper understanding of the material. The accompanying enriched oBook
and supplementary digital resources provides superior ready-to-use support for both students and lecturers.
Peter Ling is Deputy Dean (Communication) in the School of Media and Communication and Associate Professor in Advertising at RMIT University. Steven D'Alessandro is Professor in the School of Marketing and Management at Charles Sturt University. Hume Winzar is Associate Professor in the Department of Marketing and Management at Macquarie University.
Part 1: Introduction1. Introduction to Consumer BehaviourPeter LingYour consumer worldWhat is consumer behaviour?Sectors targeting consumersResearching consumersHow consumers decideRole theoryConsumer dimensionsImpact on consumersConsumer behaviour frameworkPart 2: Consumers as Social Beings2. Culture and Consumer BehaviourPeter LingTechno-culture and picture takingWhat is culture?Why culture changesMarketing and subcultureCultural differencesEthnographic research and culture3. Social Class and Consumer BehaviourPeter LingSocial class in SingaporeSocial classSocial class categoriesSocial class variablesSocial class measurementStatus symbolsMarketing social class4. Reference Groups and Consumer BehaviourPeter LingDissociating with online bulliesReference groupsInfluences of reference groupsTypes of reference groupsAssociative reference groupsAspirational reference groupsDissociative reference groupsPart 3: Consumers as Individuals5. Needs, Motivations and Consumer BehaviourPeter LingPreoccupation with physical needsBasic human needsNeeds and wantsTheories on needs and motivationsSynthesis of theoriesNeeds and advertising appealsMotivational research6. Consumer Personality and Self-ConceptSteven D'AlessandroGambling: a harmless pastime or a consumer behaviour disease?What is personality?Theories of personalityPersonality and consumer behaviour7. Consumer PerceptionSteven D'AlessandroWhere does our food come from and how do we know it's good for us?What is perception?AcquisitionPerceptual encodingPerceptual integration and understandingMarketing applications of perception8. Learning and Consumer InvolvementSteven D'AlessandroAre consumer loyalty schemes effective?What is learning?The elements of consumer learningBehavioural learning theoriesMarketing applications of behavioural learning theoriesInvolvement theoryMarketing applications of involvementCentral and peripheral routes to persuasion9. Consumer Attitudes and Attitude ChangeHume WinzarNSW RTA 'Pinkie' campaign on dangerous drivingDefining attitudeStructure of attitudesValues and self-perceptionEmotionMeasuring attitudes10. Decision Making and ConsumptionExperiences 437Hume WinzarChoosing and enrolling at universityClassical models of human decision makingAlternatives to the classical model of consumer decision makingMeasuring factors in consumer decision making Industry insightsPart 4: Consumer Decisions and Experiences11. Social Change and the Diffusion of InnovationsHume WinzarThe rise and fall of mobile phone operating systemsDefining the diffusion of innovationsIssues affecting the adoption processOther issues affecting diffusionNetworksStrong ties and weak tiesMultistage diffusionModelling and forecasting12. ConclusionPeter LingTram travelling in MelbourneThemes on cultural effectsThemes on interpersonal effectsThemes on personal effectsThemes from examples and casesIdeas from practitionersConcluding thoughts