Study
Guide to Reading the Book
CH 11-13, 18-21.
Should know the details of each step in the decision making process.
What is Problem recognition and its importance to marketers.
How are various brands categorized from consumers’ point-of-view?
Should be familiar with types of information sources
Should understand various search strategies
Should know the determinants of search
Should know various compensatory and non-compensatory models
Should be able to explain various imperfections.
How do consumers choose expressive products?
Should know the three steps at the purchase stage
Should understand how involvement influences the entire post-decision experience.
Should be able to draw the model of post choice processes, and know various concepts in it.
Should understand how expectations relate to satisfaction.
Should know various types of satisfactions and understand Table 12.2.
The two sections of complaining and disposal are very easy reading and you should read them.
Should understand how involvement influences the entire post-choice process.
Define Shopping and Browsing.
Know all the motives for shopping and various shopping styles/orientations
Should know the elements of store environment
Should know the factors that affect shopping and impulse buying
Should understand the store choice process for food and nonfood stores.
Understand the concepts of store personality and image.
Should be able to explain the model of consumer store loyalty
What role do store brands play for attracting consumers, which kinds of consumers?
(Again, skip Level 2.0 material).
How brand loyalty is defined and how it is measured.
How store loyalty is defined and how it is measured.
Should know a model of Brand Loyalty and its determinants.
Should know the concepts of attitudinal and behavioral brand loyalty.
Should know the dimensions of brand personality and what factors build brand personality.
Should know the model of consumer brand relationship and its six drivers.
Should be able to define various terms entailed in brand relationships, consumption communities, brand fests and brand tribes.
Should know essential characteristics of consumption communities.
Should know various roles consumers play in consumption communities, and be able to explain how marketers can use these communities.
Chap 19 Consumer Behavior in e-SPACE
SHOULD KNOW:
Factors for and against the use of Internet for Info search (i.e., Table 19.5)
What products do consumers buy online and what products they don’t
What are the two main motivations of online shoppers using the Internet and how Internet allows/enables/facilitates the realization of these two motives
What are the motives of browsers (who may or may not be shoppers) and how Internet enables their realization
Should know the concept of application
Should know what factors determine e-satisfaction
What risks do consumers perceive in online shopping
What features do consumers view as important in an online store
What are the segments among online shoppers.
You may skip Internet in the Life of Teenagers and Internet and the Pursuit of Faith
Should know each of the four harmful marketing practices;
Should know the role of public policy in marketing and consumer protection;
Be able to name the Consumer Bill of Rights.
Should know guidelines for advertising to children;
Should know examples of unethical consumer behavior
Should know why compulsive consumption happens.
Should know the factors of shoplifting.
Should be able to explain the three factors of obesity.
Chap 21
Consumer Experience In the New Millennium
Should know full content of all NINE “Objects of Desire”
- What is appropriation and how consumers accomplish it
- What is authenticity and how consumers experience it
- What is the full skinny on consumer gift-giving? What functions does gift-giving accomplish? What are specific risks in gift-giving
- What is the consumer experience of getting body tattoos? What are their motivations?
- What is the consumer experience of media consumption
- What are the motives of sports consumers?
- What is consumer experience of Technology Consumption? What are the 8 paradoxes of technology consumption experience?
- What are the blessings and curses of wireless communication technology for consumers?
- Why would consumers seek and consume virtual identity?
Major Section: Should Know EIGHT TRENDS in Consumer Behavior
Grand Finale: How does this book suggest the consumer insights can be
applied to marketing a product/brand? What are the three major steps and what
are the FIVE P’s of marketing?