Consumer Behaviour: A European Outlook

481 Pages·2012·11.588 MB·English

by  Leon G. Schiffman

conSumer BeHaviour
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A EuropEAn outlook
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second edition S
Leon G. ScHiffman • LeSLie Lazar KanuK • HÅvard HanSen u
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the second european edition of schiffman and Kanuk’s classic Consumer Behaviour focuses not only
on what consumers buy, but also why they buy, when they buy, where they buy, how they evaluate their e
purchase, and how they ultimately dispose of it. the text has been thoroughly adapted and revised
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to reflect european conditions, and to focus attention on critical concepts in consumer behaviour.
the authors discuss the effects of family, social class, culture and

subculture on the decision making process, and, by taking a B
psychological approach, illuminate the ways in which marketers
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apply the principles of consumer behaviour to the development
and implementation of marketing strategies.
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New to this editioN
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• A strengthened emphasis on decision making as an important edition
starting point for studying consumer behaviour.
• thoroughly updated european examples as well as new examples S
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relating to online consumer behaviour.
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• More theoretical models of consumer behaviour, such as the theory of Planned Behaviour. if BeHaviour
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online resources available at www.pearsoned.co.uk/schiffman include PowerPoint slides and a
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testbank of multiple choice questions for lecturers as well as an online glossary, self-assessment n
questions for every chapter, flashcards and weblinks for students. •
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ABout the Authors
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Leon G. Schiffman is J. donald Kennedy Chair in e-Commerce at the Peter J. tobin College of Business A EuropEAn outlook
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at st. John’s university, New York City, usA. •
Leslie Lazar Kanuk is emeritus Professor of Marketing at the City university of New York Graduate H
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school, usA.
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Håvard Hansen is Professor of Marketing at the uis Business school, university of stavanger, Norway. S
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Leon G. ScHiffman
LeSLie Lazar KanuK HÅvard HanSen
www.pearson-books.com
CVR_HANS6950_02_SE_CVR.indd 1 30/08/2011 10:10
CONS MER
BEHAVIOUR
Visit the Consumer Behaviour: A European Outlook, Second Edition, Companion Website at
www.pearsoned.co.uk/schiffman to find valuable student learning material including:
• Self-assessment multiple choice questions for each chapter
• Searchable online glossary
• Flashcards to test your knowledge of key terms and definitions
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CONS MER
BEHAVIOUR
A EUROPEAN OUTLOOK
second edition
LEON G. SCHIFFMAN
St. John’s University, New York, USA
LESLIE LAZAR KANUK and HÅVARD HANSEN
City University, University of Stavanger,
New York Graduate School, USA Norway

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Pearson Education Limited
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V isit us on the World Wide Web at:
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P ublished 2007, 2004, 2000, 1997, 1991 by Pearson Education Inc., Upper Saddle River, N ew Jersey, 07458
F irst published in the UK 2008
Second edition 2012
© Pearson Education Limited 2008, 2012
T he rights of Leon G. Schiffman, Leslie Lazar Kanuk and Håvard Hansen to be identified as a uthors of this
work have been asserted by them in accordance with the Copyright, Designs and P atents Act 1988.
A ll rights reserved. No part of this publication may be reproduced, stored in a retrieval system, or transmitted
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I SBN: 978-0-273-73695-0
British Library Cataloguing-in-Publication Data
A catalogue record for this book is available from the British Library
Library of Congress Cataloging-in-Publication Data
S chiffman, Leon G.
Consumer behaviour : a European outlook / Leon G. Schiffman, Håvard Hansen and
L eslie Kanuk. — 2nd ed.
p. cm.
Includes bibliographical references and index.
ISBN 978–0–273–73695–0 (pbk.)
1. Consumer behavior—Europe. 2. Motivation research (Marketing)—Europe. I.
Hansen, Håvard. II. Kanuk, Leslie Lazar. III. Title.
HF5415.33.E85H36 2011
658.8'342—dc22
2011013123
1 0 9 8 7 6 5 4 3 2 1
1 5 14 13 12 11
T ypeset in 9/12 pt ITC Giovanni by 7 3
P rinted and bound by R otolito Lombarda, Italy
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BRIEF CONTENTS
P reface to the second edition x i
Guided Tour xiv
Acknowledgements x vi
PART 1 INTRODUCTION
1
1 A n introduction to the study of consumer behaviour 2
2 Consumer research 18
3 Market segmentation 38
PART 2 THE CONSUMER AS AN INDIVIDUAL
61
4 Consumer decision-making 62
5 Consumer motivation 97
6 P ersonality and consumer behaviour 125
7 Consumer perception 158
8 Consumer learning 195
9 C onsumer attitude formation and change 232
10 C ommunication and consumer behaviour 264
PART 3 C ONSUMERS IN THEIR SOCIAL AND
CULTURAL SETTINGS
293
11 R eference groups and family influences 294
12 S ocial class and consumer behaviour 323
13 T he influence of culture and subculture on consumer behaviour 3 41
14 C ross-cultural consumer behaviour: an international perspective 3 65
PART 4 M ORE ON THE CONSUMER’S DECISION-MAKING PROCESS
387
15 C onsumer influence and the diffusion of innovations 3 88
16 C onsumer decision-making – again 429
Glossary 432
Index 444
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vi PART 1 INTRODUCTION
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CONTENTS
Preface to the second edition xi
Guided Tour xiv
Acknowledgements xvi
PART 1 INTRODUCTION
1
1 A N INTRODUCTION TO THE STUDY OF CONSUMER BEHAVIOUR 2
D evelopment of the marketing concept and the discipline of consumer behaviour 3
Customer value, satisfaction and retention 7
T he impact of digital technologies on marketing strategies 1 1
Marketing ethics and social responsibility 13
C onsumer behaviour and decision-making are interdisciplinary 1 4
The plan of this book 15
Summary 16
2 CONSUMER RESEARCH 1 8
Consumer research paradigms 19
The consumer research process 21
Summary 36
3 MARKET SEGMENTATION 3 8
What is market segmentation? 39
C riteria for effective targeting of segments 4 0
Bases for segmentation 41
Implementing segmentation strategies 55
Summary 57
PART 2 THE CONSUMER AS AN INDIVIDUAL
61
4 CONSUMER DECISION-MAKING 6 2
What is a decision? 63
Levels of consumer decision-making 64
M odels of consumers: four views of consumer decision-making 6 5
A model of consumer decision-making 68
Consumer gifting behaviour 85
B eyond the decision: consuming and possessing 8 9
Summary 91
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viii CONTENTS
5 CONSUMER MOTIVATION 9 7
Motivation as a psychological force 99
The dynamics of motivation 107
Types and systems of needs 114
Motivational research 120
Summary 121
6 PERSONALITY AND CONSUMER BEHAVIOUR 1 25
What is personality? 126
Theories of personality 127
Personality and understanding consumer diversity 130
Brand personality 140
Self and self-image 147
Virtual personality or self 151
Summary 152
7 CONSUMER PERCEPTION 158
Elements of perception 159
Dynamics of perception 165
Consumer imagery 175
Perceived risk 186
Ethics and consumer perception 188
Summary 189
8 CONSUMER LEARNING 195
The elements of consumer learning 196
Behavioural learning theories 197
Cognitive learning theory 211
Measures of consumer learning 222
Ethics and consumer learning 226
Summary 227
9 CONSUMER ATTITUDE FORMATION AND CHANGE 2 32
What are attitudes? 233
Structural models of attitudes 234
Attitude formation 243
Strategies of attitude change 245
B ehaviour can precede or follow attitude formation 2 54
Summary 258
10 COMMUNICATION AND CONSUMER BEHAVIOUR 2 64
Components of communication 265
The communications process 268
Designing persuasive communications 277
Marketing communication and ethics 286
Summary 288
PART 3 CONSUMERS IN THEIR SOCIAL AND
CULTURAL SETTINGS
293
11 REFERENCE GROUPS AND FAMILY INFLUENCES 2 94
What is a group? 295
U nderstanding the power of reference groups 2 95
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CONTENTS ix
Selected consumer-related reference groups 298
C elebrity and other reference group appeals 3 01
T he family is a concept in flux 3 06
Socialisation of family members 307
Other functions of the family 309
Family decision-making and consumption-related roles 310
The family life cycle 314
Summary 319
12 SOCIAL CLASS AND CONSUMER BEHAVIOUR 3 23
What is social class? 324
The measurement of social class 326
L ifestyle profiles of the social classes 3 30
Social-class mobility 330
The affluent consumer 332
Middle-class consumers 334
T he working class and other non-affluent consumers 3 36
Recognising the ‘techno-class’ 336
Summary 337
13 THE INFLUENCE OF CULTURE AND SUBCULTURE
ON CONSUMER BEHAVIOUR 341
What is culture? 342
The invisible hand of culture 342
Culture satisfies needs 343
Culture is learned 343
Culture is shared 348
Culture is dynamic 348
The measurement of culture 349
What is subculture? 352
Nationality subcultures 353
Religious subcultures 353
Geographic and regional subcultures 353
Age subcultures 354
Sex as a subculture 359
Subcultural interaction 361
Summary 361
14 CROSS-CULTURAL CONSUMER BEHAVIOUR:
AN INTERNATIONAL PERSPECTIVE 365
The imperative to be multinational 366
Cross-cultural consumer analysis 369
A lternative multinational strategies: Global versus local 3 76
Cross-cultural psychographic segmentation 381
Summary 381
PART 4 M ORE ON THE CONSUMER’S DECISION-
MAKING PROCESS
387
15 CONSUMER INFLUENCE AND THE DIFFUSION OF INNOVATIONS 3 88
What is opinion leadership? 389
D ynamics of the opinion leadership process 3 90
The motivation behind opinion leadership 391
Measurement of opinion leadership 393
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