Understanding The Consumer
A European Perspective
Bernard Dubois
2001 336 pages (est.) 0136-16368-8 (Paperback) 1st Edition
This book provides
comprehensive coverage of the essentials of consumer behaviour written by an
internationally recognised expert in the field. A translation of Dubois' prizewinning
text, this readable book offers a European perspective on an increasingly important area.
- Concise but comprehensive
overview with a unique European orientation.
- Illustrated with European cases.
- Up-to-date, providing relevant facts and figures about today's market environment.
- Contemporary treatment, including the most recent schools of thought and research
traditions.
- Clearly formulated learning objectives and keywords at the beginning of each chapter.
- Part
1: Explanatory factors of purchase and consumption
1. Motivations, Involvement
and Personality.
2. Motivation and
Involvement.
3. Personality and Self
Concept.
Section 1: Perceptions and
images
4. Sensation.
5. Interpretation.
6. Brand Image and
Positioning: The Structure of Perceptions.
Section 2: Learning and
experience
7. Behaviourism.
8. Cognitive Learning.
9. Memory.
Section 3: Attitudes and
preferences
10. Beliefs, Emotions and
Intentions.
11. Attitude Structure.
12. Attitude Change and
Persuasion.
Section 4: Groups and opinion
leaders
13. A Typology of Groups.
14. The Dual Function of a
Group.
15. Social Interaction and
Interpersonal Influence.
16. What Makes an Opinion
Leader?
17. Simulation and
Stimulation.
Section 5: Social class
and life style
18. What is Social Class?
19. How to Measure Social
Class.
20. Representations of Social
Structures.
21. Social Groupings and
Market Structure.
22. From Social Class to Life
Style.
23. Life Style and
Consumption.
24. Limits and Perspectives
of Evolution.
Section 6: Culture and
value systems
25. Culture; you said?
26. Culture and Consumption
Behaviour.
27. Living with Culture: Its
Impact on Individuals.
28. Culture and Social
Interaction.
29. Marketing Implications.
30. Conclusion.
Part 2: The dynamics of
buying and consumption
Section 7: The buying
decision making process
31. Need Recognition and
Problem Formulation.
32. Information Gathering and
Processing.
33. Formulating Decisions.
34. Post-Purchase Phenomena.
Section 8: The decision -
making unit
35. Who Does What?
36. The Family Life Cycle
Concept.
37. The Three Roles of the
Family.
38. Family Conflicts and the
Management of Conflicts.
Section 9: Buying and
consumption situation
39. Defining a Situation.
40. How to Measure a
Situation.
41. What do we Know Today
About Situational Influence on Buying and consumption?
42. Marketing Implications.
43. Conclusion.
Name Index.
Subject Index.
