With a strong empirical and market segmentation approach, this book focuses on how the Internet has changed the way people obtain information about potential purchases, giving readers the most up-to-date material on how technology is changing their lives as consumers. The Thirty-two mini-cases help readers learn by applying the theory, drawing on current business news to demonstrate specific consumer behavior concepts.
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This edition now includes thirty-two Active Learning mini-cases. A clear consumer decision making model is set out in each chapter to facilitate learning–presented in the first chapter, this model serves as a structural framework for the concepts–the building blocks–examined in the following chapters. The book's final chapter ties all of these concepts together so readers see the interrelationships and relevance of individual concepts to consumer decision-making.
For those studying consumer behavior and/or marketing.
Saturday, April 19, 2008
Consumer Behavior (9th Edition) (Hardcover) By Leon Schiffman and Leslie Kanuk
Consumed: How Markets Corrupt Children, Infantilize Adults, and Swallow Citizens Whole (Paperback) By Benjamin R. Barber
Consumed: How Markets Corrupt Children, Infantilize Adults, and Swallow Citizens Whole (Paperback) By Benjamin R. Barber
Barber returns to the clashing models of civilization of his earlier Jihad vs. McWorld, focusing this time on the expanding global culture of market forces he claims will destory not only democracy but even capitalism, if left unchecked. He warns of a totalitarian "ethos of induced childishness" that not only seeks to turn the young into aggressive consumers but to arrest the psychological development of adults as well, "freeing" them to indulge in puerile and narcissistic purchases based on "stupid" brand loyalties. The increasing drive toward privatization compounds the problem, generating a "civic schizophrenia" where everybody wants service but nobody wants to serve. His complaint is so broad that it occasionally edges into crankiness, as he blames infantilization for ruining everything from Hollywood movies to NBA basketball; even other liberal cultural commentators, especially Steven Johnson (Everything Bad Is Good for You), come in for much criticism. Barber recognizes that the "Jihadist" rejection of consumer culture is equally undemocratic, but still believes the system can be changed from within, citing the corporate responsibility movement and activist boycotts. His dense analysis can be a tough slog in spots, but the provocative attacks on capitalism's excesses will resonate with many. (Feb.)
Copyright © Reed Business Information, a division of Reed Elsevier Inc. All rights reserved. --This text refers to the Hardcover edition.
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Barber, the Gershon and Carol Kekst Professor of Civil Society at the University of Maryland, has devoted much of his life to the study of the effects of the consumer market on individuals and society as a whole. His hypothesis that consumer culture has turned adult citizens into children by catering to the lowest common denominator rings only too true, even if the sheer density and obsequiousness of this examination are likely to turn off much of the popular readership. Therein lies the conundrum of reviewing this impressive piece of work, wherein Barber proves his theory that the market imperative has conditioned us to lap up the easy offerings and reject hard, complicated works. This lifelong study of the effects of capitalism and privatization reveals a pervasiveness of branding and homogenization from which there is seemingly no turning back. With the call to arms of grassroots resistance, he does offer a glimmer of hope; despite the heavy weight, Barber's work deserves and surely will find its audience
Consumer Behavior (8th Edition) (Hardcover) By Michael Solomon
Consumer Behavior (8th Edition) (Hardcover) By Michael Solomon
Solomon goes beyond the discussion of why people buy things and explores how products, services, and consumption activities contribute to shape people’s social experiences.
Social networking, sensory marketing, illusion of truth effect, interactive mobile marketing, cross-cultural value differences, impression management, doppelganger brand image, red campaign, CSR, low literate consumer, crowdsourcing, and multigenerational marketing.
For marketing professionals to understand the latest trends in consumer behavior.
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Thursday, November 1, 2007
Purchase Decision Makers
Finally, a point to consider is, given the characteristics of your offering, what type of decision maker will most likely be interested in purchasing from you. It may be beneficial to rank your prospects based on the following classifications. While you may not be able to make this classification of the prospect prior to the first contact, if your sales personnel are sensitive to these characteristics it can strongly influence your sales strategy.
Ultra Conservative - don't rock the boat, whatever they purchase must be consistent with their current way of doing things.
- They are most likely interested in products/services that are improvements to existing offerings rather than something new.
- Once established as a customer they are seldom inclined to review alternatives.
- Very negative to technically complex offerings or offerings requiring extensive user education.
- Cost effective offerings are only of interest if they don't disturb the status quo.
- They are likely to react positively to any volume purchasing opportunities.
Conservatives - are willing to change, but only in small increments and only in a very cost effective manner.
- Will consider new products/services but only if related concept has been proven to be effective. More likely to purchase improvements to existing offerings.
- Will probably want to review competitive offerings, but will gravitate to best known offering with lowest risk decision.
- Negative to neutral when considering technically complex offerings or offerings requiring extensive user education.
- Strongly influenced by cost effective offerings and/or 'best price' opportunities
Liberals - regularly looking for new solutions, willing to make change (even major change) if the benefit can be shown.
- Will usually consider new products/services even if the related concept has not yet been proven to be effective, but only if the potential benefits can be specified and understood.
- Wants offerings that make effective use of technology, but is not interested in offerings just because they use a certain technology.
- Will always want to review competitive offerings, but will usually choose the one offering the greatest benefit, even if there is some risk involved.
- Neutral to positive when considering technically complex offerings or offerings requiring extensive user education.
- Usually concerned with keeping employees informed and educated, so will often consider educational offerings.
- Strongly influenced by offerings that most closely deliver the 'end results' desired, even if they are not the most cost effective.
- Often are on social trend bandwagons so react positively to offerings that address these needs.
Technical Liberals - enamored with the benefits provided by high tech solutions and any purchase decision will be biased by the technical content of the offering.
- Usually consider new products/services even if the related concept has not yet been proven to be effective.
- Often consider just because they use a certain technology.
- Will always want to review competitive offerings, but will usually choose the one offering the most hi-tech features, even if there is some risk involved.
- Consider themselves technically competent and will expect leading edge use of technology.
- Positive to fanatic when considering technically complex offerings even when requiring extensive user education.
- Conversion costs usually not a major concern if technical benefits are there.
- Not particularly concerned with keeping employees informed and educated, so educational offerings are not of great interest.
- Strongly influenced by offerings that most closely deliver the 'end results' desired, even if they are not the most cost effective.
Self Helpers - consistently defines/designs solutions to their problems, likes to acquire tools that help in the innovation process.
- Will usually consider new products/services, but the related concept must have been proven to be effective.
- Often consider just because they use a certain technology that is relevant to the development program they have underway.
- Will always want to review competitive offerings, but will usually choose the one offering the most effective 'do it yourself' features.
- Usually consider themselves technically competent and will expect very effective use of proven technology.
- Not especially inclined toward technically complex offerings, would rather have user friendly, but thought provoking, offerings.
- Conversion costs usually not a major concern if offering promises potential for innovation.
- Usually concerned with keeping employees informed and educated, so educational offerings are of interest.
