Critical thinking in consumer behavior : cases and experiential exercises / Judy Graham.
Material type: TextPublisher: Boston : Prentice Hall, c2010Edition: 2nd edDescription: vi, 173 p. : ill. ; 28 cmISBN: 9780136027164 (pbk.); 0136027164 (pbk.)Subject(s): Consumer behavior -- Case studiesLOC classification: HF5415.32 | .G7295 2010Item type | Current location | Home library | Call number | Status | Date due | Barcode |
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Books | WISCONSIN INTERNATIONAL UNIVERSITY COLLEGE, GHANA KUMASI LIBRARY General Stacks | WISCONSIN INTERNATIONAL UNIVERSITY COLLEGE, GHANA KUMASI LIBRARY | HF5415.32.G72(2e) (Browse shelf) | Available | K/3072/0170/23 |
Includes bibliographical references.
Contents: Section I: The importance of customer centricity: Customer retention and profitability -- Measuring customer loyalty with the net promoter score -- Customer experience management -- Section II: Customer perception: Information overload -- The just noticeable difference -- Perceptual maps -- Section III: Customer learning and memory -- Behavioral learning: classical and operant conditioning -- Memorable taglines -- Memory models and promotional strategies -- Section IV: Customer motivation and personality: The great debate -- Maslow's need hierarchy and customer motivation -- Appealing to the Id, superego, and ego -- Section V: Segmenting. targeting, and positioning: VALStm segmentation categories -- Positioning strategies -- Adopter categories -- Section VI: Reference group influence and diffusion of innovation: Forms of reference group influence -- Types of reference groups -- Diffusion of innovation -- Section VII: Customer attitudes: Hierarchies of effects -- The fishbein model of attitude measurement -- The extended fishbein model -- Section VIII: Marketing communication and attitude change: Multiattribute models and attitude change strategies -- The elaboration likelihood model -- Social judgement theory and attitude change -- Balance theory and spokesperson strategies -- Section IX: Customer decision making: Group/family decision making -- Decision heuristics -- Decision rules I: Introduction to decision rules -- Decision rules II: The application of decision rules -- Section X: Quantitative and interpretive consumer research: Projective techniques -- Laddering interviews and means-end analysis -- Information display boards -- Section XI: Cultural and subcultural influences: The diversity of customer behavior -- Culture and customer behavior -- The Chinese consumer
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