"《消费者行为学（英文版·第13版）》是消费者行为学领域的经典著作，以网络消费社会环境为背景，充分讨论了信息技术和网络技术对消费者行为的影响，更加注重伦理和消费者权益保护，也扩展了对消费者个性心理和社会心理的讨论，内容丰富有趣。
关注社交媒体以及数字技术对消费者行为的影响。广泛涉及新近的重要话题，如大数据、数字自我、游戏化、情境对购买决策的影响等。新增“学术观点”专栏，呈现众多研究者的前沿研究成果，为读者提供新的视角甚至新的研究方向。
本书适合用作高等院校相关专业的教材，还可供企业管理人员参考。
"

简明目录
第1部分 消费者行为学基础 .................................................................. 1
第1章 第2章
第2部分
第3章 第4章 第5章 第6章
购买、拥有与存在:消费者行为学概述 ...................................................... 2 消费者福祉 ..........................................................................................24
消费者行为的内在影响 ............................................................51
知觉 ................................................................................................... 52 学习与记忆 .......................................................................................... 77 动机与情感 ....................................................................................... 107 个人、生活方式与价值观 ..................................................................... 130
第3部分 产品选择与使用 .................................................................. 163
第7章 态度与说服性沟通 .............................................................................. 164
第8章 制定决策 .......................................................................................... 200
第9章 购买、使用与处置 .............................................................................. 227
第4部分 社会与文化环境中的消费者 ................................................... 253
第10章 群体影响与社交媒体 ........................................................................ 254 第11章 文化 ............................................................................................. 289
附录.................................................................................................................. 334 术语表............................................................................................................... 343
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Chapter 1 Chapter 2
Chapter 3 Chapter 4 Chapter 5 Chapter 6
Chapter 7 Chapter 8 Chapter 9
Chapter 10 Chapter 11
Buying, Having, and Being: An Introduction to
BRIEF CONTENTS
Section
1
Foundations of Consumer Behavior 1
Consumer Behavior Consumer Well-Being
Perception 52
Learning and Memory
Motivation and Affect
Personality, Lifestyles, and Values 130
Attitudes and Persuasive Communications 164 Decision Making 200
Buying, Using, and Disposing 227
Group Influences and Social Media 254 Culture 289
2 24
Section
2
Internal Influences on Consumer Behavior 51
77 107
Section
3
Choosing and Using Products 163
Section
4
Consumers in Their Social and Cultural Settings 253
Appendix I: Careers in Consumer Research 334 Appendix II: Research Methods 336
Appendix III: Sources of Secondary Data 341
Glossary 343
iii

CONTENTS
Buying, Having, and Being: An Introduction to Consumer Behavior 2
Consumer Behavior: People in the Marketplace 3
What Is Consumer Behavior? 4
Consumers’ Impact on Marketing Strategy 5
Consumers Are Different! How We Divide Them Up 5
User-Generated Content (UGC) 9
Marketing’s Impact on Consumers 9
Popular Culture Is Marketing Is Popular Culture . . . 9 All the World’s a Stage 10
What Does It Mean to Consume? 10 The Global “Always-On” Consumer 12
The Digital Native: Living a Social [Media] Life 12
Consumer Behavior as a Field of Study 13
Where Do We Find Consumer Researchers? 14 Interdisciplinary Influences on the Study of Consumer
Behavior 14
Two Perspectives on Consumer Research 16
Consumer Trends: Keep Ahead to Keep Up 17 Taking It from Here: The Plan of the Book 19
Chapter Summary 20
Review 20
Consumer Behavior Challenge 21
Case Study Hey Alexa—What Is Consumer Behavior? 22
Consumer Well-Being 24
Business Ethics and Consumer Rights 25
Needs and Wants: Do Marketers Manipulate Consumers? 26
Consumers’ Rights and Product Satisfaction 27
Market Regulation 29
Consumerism 31
Corporate Social Responsibility (CSR) 32 Transformative Consumer Research 32 Social Marketing 32
Major Policy Issues Relevant to Consumer Behavior 33
Data Privacy and Identity Theft 33
Market Access 35
Sustainability and Environmental Stewardship 37
The Dark Side of Consumer Behavior 39
Consumer Terrorism 39
Addictive Consumption 40
Consumed Consumers 42
Illegal Acquisition and Product Use 42
Chapter Summary 44
Review 44
Consumer Behavior Challenge 44
Case Study Marketing Responsibly: Patagonia Redefines What It Means to Be Transparent and Authentic 46
Section 1 Data Case: Analyzing the Athletic Shoe Market 48
Perception 52
Sensation 52
Sensory Marketing 54 Augmented and Virtual Reality 59
The Stages of Perception 60
Stage 1: Exposure 60 Subliminal Perception 62 Stage 2: Attention 64
Personal Selection Factors 65
Stage 3: Interpretation 68
Stimulus Organization 69
Semiotics: The Meaning of Meaning 70 Perceptual Positioning 73
Chapter Summary 73
Review 74
Consumer Behavior Challenge 74
Case Study The Brave New World of Subway Advertising 75
Section 1 Foundations of Consumer Behavior 1
1
Section 2 Internal Influences on Consumer Behavior 51
3
2
iv

4
Learning and Memory 77
How Do We Learn? 77
Behavioral Learning Theories 78
Marketing Applications of Classical Conditioning
Principles 79
Marketing Applications of Repetition 80 Marketing Applications of Conditioned Product
Associations 80
Marketing Applications of Stimulus Generalization 81 Instrumental Conditioning 82
Marketing Applications of Instrumental Conditioning
Principles 84
Gamification: The New Frontier for Learning
Applications 84
Cognitive Learning Theory 85
Observational Learning 86
Is Learning Conscious or Not? 87
Marketing Applications of Cognitive Learning Principles 87 How Do We Learn to Be Consumers? 88
Memory 91
How Our Brains Encode Information 92
How Our Memories Store Information 94
How We Retrieve Memories When We Decide What to
Buy 96
What Makes Us Forget? 97
How We Measure Consumers’ Recall of Marketing
Messages 100
Bittersweet Memories: The Marketing Power
of Nostalgia 101
Chapter Summary 102
Review 103
Consumer Behavior Challenge 103
Case Study Gap Takes Customers Back in Time—to the Nineties! 104
Motivation and Affect 107
The Motivation Process: Why Ask Why? 107
Motivational Strength 108 Motivational Direction 109 Motivational Conflicts 110
How We Classify Consumer Needs 112
Affect 114
Types of Affective Responses 115
Positive Affect 116
Negative Affect 117
How Social Media Tap into Our Emotions 118
Consumer Involvement 119
Types of Involvement 121
Chapter Summary 126
Review 126
Consumer Behavior Challenge 126
Case Study The Louis Vuitton $2900 Smartwatch— High Tech or High Fashion? It’s All in the Eye of the Beholder 128
Personality, Lifestyles, and Values 130
Personality 131
Consumer Behavior on the Couch: Freudian Theory 131 Neo-Freudian Theories 134
Trait Theory 135
Brand Personality 140
Lifestyles and Consumer Identity 143
Product Complementarity and Co-Branding Strategies 146
Psychographics 147
Values 152
Core Values 153
How Do Values Link to Consumer Behavior? 156
Chapter Summary 158
Review 158
Consumer Behavior Challenge 159
Case Study Beyoncé’s Beyhive—Honeybees and Killer Bees in Love with Their Queen 159
Section 2 Data Case: Evolving Trends in Fitness and French Fries 161
Attitudes and Persuasive Communications 164
The Power of Attitudes 165
The ABC Model of Attitudes 166
How Do We Form Attitudes? 168
Attitude Models 172
Contents v
6
5
Section 3 Choosing and Using Products 163
7

vi Contents
Do Attitudes Predict Behavior? 175
Persuasion: How Do Marketers Change Attitudes? 178
Decisions, Decisions: Tactical Communications Options 178
The Elements of Communication 179
The Source 181
The Message 184
New Message Formats: The Social Media Revolution 187 Types of Message Appeals 190
The Source Versus the Message: Do We Sell the Steak or the Sizzle? 193
Chapter Summary 194
Review 195
Consumer Behavior Challenge 196
Case Study Anti-Smoking Advertising—Can You Be Scared into Quitting? 197
Decision Making 200
What’s Your Problem? 201
Hyperchoice: Too Much of a Good Thing! 201 Self-Regulation 202
Cognitive Decision Making 203
Steps in the Cognitive Decision-Making Process 204 Neuromarketing 209
Online Decision Making 210
How Do We Put Products into Categories? 211
Habitual Decision Making 216
Heuristics: Mental Shortcuts 216 AI: Who’s Calling the Shots? 218
Priming and Nudging 219
Chapter Summary 221
Review 222
Consumer Behavior Challenge 222
Case Study P&G and the Moments of Truth—Just How Many Moments Are There? 225
Buying, Using, and Disposing 227
Situational Effects on Consumer Behavior 228
The Consumption Situation 228
The Shopping Experience 232
Mood 233
When the Going Gets Tough, the Tough Go Shopping 234
E-Commerce: Clicks versus Bricks 235 Digital Currency 236
Retailing As Theater 238
Store Image 238
In-Store Decision Making 240
Spontaneous Shopping 241
The Salesperson: A Lead Role in the Play 242
Ownership and the Sharing Economy 243
Postpurchase Satisfaction and Disposal 244
Postpurchase Satisfaction 244
Product Disposal 244
Recycling and the Underground Economy 245
Chapter Summary 246
Reviews 246
Consumer Behavior Challenge 247
Case Study RH—Revolutionizing Physical Retailing 248
Section 3 Data Case: Cats, Kibble, and Cable TV 250
Group Influences and Social Media 254
Groups 255
Social Power 255 Reference Groups 257 Conformity 258
Brand Communities 259
Collective Decision Making: How Groups Influence What We Buy 260
B2B Decision Making 261
The Intimate Corporation: Family Decision Making 264
How Families Decide 265
Word-of-Mouth Communication 268
Buzz Building 269 Negative WOM 269
Opinion Leadership 271
How Influential Is an Opinion Leader? 272 Types of Opinion Leaders 273
How Do We Find Opinion Leaders? 274
8
Section 4 Consumers in Their Social and Cultural Settings 253
10
9

Social Media: The Horizontal Revolution 276
Online Social Networks and Brand Communities 278 Social Games 280
Digital Word-of-Mouth 281
Chapter Summary 283
Review 285
Consumer Behavior Challenge 285
Case Study Never Stay Here! The Power of Negative Online Reviews 287
Cultures 289
Cultural Systems 290
Dimensions of Culture 290
The Yin and Yang of Marketing and Culture 291 Cultural Movement 292
High and Low Culture 295
Cultural Formulae 295
Cultural Stories and Ceremonies 296
Myths 297
Rituals 299 Gift-Giving Ritual 301 Holiday Rituals 302
Sacred and Profane Consumption 305
Sacralization 306
Domains of Sacred Consumption 307
Contents vii From Sacred to Profane, and Back Again 308
The Diffusion of Innovations 309
How Do We Decide to Adopt an Innovation? 310 Behavioral Demands of Innovations 311
What Determines If an Innovation Will Diffuse? 313
The Fashion System 314
Behavioral Science Perspectives on Fashion 314 Cycles of Fashion Adoption 317
Global Consumer Culture 318
It’s a BRAND-New World 320 Does Global Marketing Work? 324
Chapter Summary 325
Review 326
Consumer Behavior Challenge 327
Case Study Twist, Lick, and Dunk! Does it Make Oreos Taste Better? 328
Section 4 Data Case: Going Global with Juice 330 Appendix I: Careers in Consumer Research 334
Appendix II: Research Methods 336 Appendix III: Sources of Secondary Data 341 Glossary 343
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