[美]迈克尔·所罗门（Michael R. Solomon），美国圣约瑟夫大学Haub商学院营销学教授、消费者研究中心主任，英国曼彻斯特大学消费者行为学教授。在学术期刊上发表大量论文，其研究得到美国广告学会、美国营销学会、美国农业部、美国商务部等的资助。担任Journal of Consumer Behaviour， Journal of Marketing Theory and Practice等期刊编委。所罗门教授被公认为行为科学/时尚类学术文献中15位高被引学者之一，以及广告与营销传播领域10位多产的学者之一。
目錄：
第1部分 消费者行为学基础 1第1章 购买、拥有与存在：消费者行为学概述 2第2章 消费者福祉 24第2部分 消费者行为的内在影响 51第3章 知觉 52第4章 学习与记忆 77第5章 动机与情感 107第6章 个人、生活方式与价值观 130第3部分 产品选择与使用 163第7章 态度与说服性沟通 164第8章 制定决策 200第9章 购买、使用与处置 227第4部分 社会与文化环境中的消费者 253第10章 群体影响与社交媒体 254第11章 文化 289 附录 334术语表 343 ii BRIEF CONTENTS Section 1 Chapter 1 Buying， Having， and Being: An Introduction to Consumer Behavior 2Chapter 2 Consumer Well-Being 24 Chapter 4 Learning and Memory 77Chapter 5 Motivation and Affect 107Chapter 6 Personality， Lifestyles， and Values 130 Chapter 8 Decision Making 200Chapter 9 Buying， Using， and Disposing 227 Chapter 11 Culture 289 Appendix I: Careers in Consumer Research 334Appendix II: Research Methods 336Appendix III: Sources of Secondary Data 341 Glossary 343 iii CONTENTS Consumer Behavior: People in the Marketplace 3What Is Consumer Behavior 4Consumers’ Impact on Marketing Strategy 5Consumers Are Different! How We Divide Them Up 5User-Generated Content (UGC) 9Marketing’s Impact on Consumers 9Popular Culture Is Marketing Is Popular Culture . . . 9All the World’s a Stage 10What Does It Mean to Consume 10 The Global “Always-On” Consumer 12The Digital Native: Living a Social [Media] Life 12Consumer Behavior as a Field of Study 13Where Do We Find Consumer Researchers 14 Interdisciplinary Influences on the Study of ConsumerBehavior 14Two Perspectives on Consumer Research 16 Consumer Trends: Keep Ahead to Keep Up 17 Taking It from Here: The Plan of the Book 19 Chapter Summary 20Review 20Consumer Behavior Challenge 21Case Study Hey Alexa—What Is Consumer Behavior 22 2 Consumer Well-Being 24Business Ethics and Consumer Rights 25Needs and Wants: Do Marketers Manipulate Consumers 26Consumers’ Rights and Product Satisfaction 27Market Regulation 29Consumerism 31Corporate Social Responsibility (CSR) 32 Transformative Consumer Research 32 Social Marketing 32 Major Policy Issues Relevant to Consumer Behavior 33Data Privacy and Identity Theft 33 Market Access 35Sustainability and Environmental Stewardship 37The Dark Side of Consumer Behavior 39Consumer Terrorism 39Addictive Consumption 40Consumed Consumers 42Illegal Acquisition and Product Use 42 Chapter Summary 44Review 44Consumer Behavior Challenge 44Case Study Marketing Responsibly: Patagonia Redefines What It Means to Be Transparent and Authentic 46 Section 1 Data Case: Analyzing the Athletic Shoe Market 48 Sensory Marketing 54 Augmented and Virtual Reality 59The Stages of Perception 60Stage 1: Exposure 60Subliminal Perception 62Stage 2: Attention 64Personal Selection Factors 65Stage 3: Interpretation 68Stimulus Organization 69Semiotics: The Meaning of Meaning 70Perceptual Positioning 73 Chapter Summary 73Review 74Consumer Behavior Challenge 74Case Study The Brave New World of Subway Advertising 75 iv Contents v 4 Learning and Memory 77How Do We Learn 77Behavioral Learning Theories 78Marketing Applications of Classical Conditioning Principles 79Marketing Applications of Repetition 80 Marketing Applications of Conditioned ProductAssociations 80Marketing Applications of Stimulus Generalization 81 Instrumental Conditioning 82Marketing Applications of Instrumental Conditioning Principles 84Gamification: The New Frontier for Learning Applications 84Cognitive Learning Theory 85Observational Learning 86Is Learning Conscious or Not 87Marketing Applications of Cognitive Learning Principles 87 How Do We Learn to Be Consumers 88Memory 91How Our Brains Encode Information 92 How Our Memories Store Information 94How We Retrieve Memories When We Decide What to Buy 96What Makes Us Forget 97How We Measure Consumers’ Recall of Marketing Messages 100Bittersweet Memories: The Marketing Powerof Nostalgia 101 Chapter Summary 102Review 103Consumer Behavior Challenge 103Case Study Gap Takes Customers Back in Time—to the Nineties! 104 5 Motivation and Affect 107The Motivation Process: Why Ask Why 107Motivational Strength 108Motivational Direction 109Motivational Conflicts 110How We Classify Consumer Needs 112Affect 114Types of Affective Responses 115 Positive Affect 116Negative Affect 117How Social Media Tap into Our Emotions 118 Consumer Involvement 119Types of Involvement 121 Chapter Summary 126Review 126Consumer Behavior Challenge 126Case Study The Louis Vuitton $2900 Smartwatch— High Tech or High Fashion It’s All in the Eye of the Beholder 128 Personality， Lifestyles， and Values 130Personality 131Consumer Behavior on the Couch: Freudian Theory 131 Neo-Freudian Theories 134Trait Theory 135Brand Personality 140Lifestyles and Consumer Identity 143Product Complementarity and Co-Branding Strategies 146Psychographics 147Values 152Core Values 153How Do Values Link to Consumer Behavior 156 Chapter Summary 158Review 158Consumer Behavior Challenge 159Case Study Beyoncé’s Beyhive—Honeybees and Killer Bees in Love with Their Queen 159 Section 2 Data Case: Evolving Trends in Fitness and French Fries 161 The Power of Attitudes 165The ABC Model of Attitudes 166How Do We Form Attitudes 168Attitude Models 172 vi Contents Do Attitudes Predict Behavior 175Persuasion: How Do Marketers Change Attitudes 178Decisions， Decisions: Tactical Communications Options 178The Elements of Communication 179 The Source 181The Message 184New Message Formats: The Social Media Revolution 187 Types of Message Appeals 190The Source Versus the Message: Do We Sell the Steak or the Sizzle 193 Chapter Summary 194Review 195Consumer Behavior Challenge 196Case Study Anti-Smoking Advertising—Can You Be Scared into Quitting 197 8 Decision Making 200What’s Your Problem 201Hyperchoice: Too Much of a Good Thing! 201 Self-Regulation 202Cognitive Decision Making 203Steps in the Cognitive Decision-Making Process 204 Neuromarketing 209Online Decision Making 210How Do We Put Products into Categories 211Habitual Decision Making 216 Heuristics: Mental Shortcuts 216 AI: Who’s Calling the Shots 218Priming and Nudging 219 Chapter Summary 221Review 222Consumer Behavior Challenge 222Case Study P&G and the Moments of Truth—Just How Many Moments Are There 225 Buying， Using， and Disposing 227Situational Effects on Consumer Behavior 228The Consumption Situation 228The Shopping Experience 232Mood 233When the Going Gets Tough， the Tough Go Shopping 234 E-Commerce: Clicks versus Bricks 235 Digital Currency 236Retailing As Theater 238 Store Image 238In-Store Decision Making 240 Spontaneous Shopping 241The Salesperson: A Lead Role in the Play 242Ownership and the Sharing Economy 243 Postpurchase Satisfaction and Disposal 244Postpurchase Satisfaction 244Product Disposal 244Recycling and the Underground Economy 245 Chapter Summary 246Reviews 246Consumer Behavior Challenge 247Case Study RH—Revolutionizing Physical Retailing 248 Section 3 Data Case: Cats， Kibble， and Cable TV 250 Social Power 255Reference Groups 257Conformity 258Brand Communities 259Collective Decision Making: How Groups Influence What We Buy 260B2B Decision Making 261The Intimate Corporation: Family Decision Making 264How Families Decide 265Word-of-Mouth Communication 268Buzz Building 269Negative WOM 269Opinion Leadership 271How Influential Is an Opinion Leader 272 Types of Opinion Leaders 273How Do We Find Opinion Leaders 274 Contents vii Social Media: The Horizontal Revolution 276Online Social Networks and Brand Communities 278 Social Games 280Digital Word-of-Mouth 281 Chapter Summary 283Review 285Consumer Behavior Challenge 285Case Study Never Stay Here! The Power of Negative Online Reviews 287 11 Cultures 289Cultural Systems 290Dimensions of Culture 290The Yin and Yang of Marketing and Culture 291 Cultural Movement 292High and Low Culture 295 Cultural Formulae 295Cultural Stories and Ceremonies 296Myths 297Rituals 299Gift-Giving Ritual 301Holiday Rituals 302Sacred and Profane Consumption 305Sacralization 306Domains of Sacred Consumption 307 From Sacred to Profane， and Back Again 308The Diffusion of Innovations 309How Do We Decide to Adopt an Innovation 310 Behavioral Demands of Innovations 311What Determines If an Innovation Will Diffuse 313The Fashion System 314Behavioral Science Perspectives on Fashion 314 Cycles of Fashion Adoption 317Global Consumer Culture 318It’s a BRAND-New World 320 Does Global Marketing Work 324 Chapter Summary 325Review 326Consumer Behavior Challenge 327Case Study Twist， Lick， and Dunk! Does it Make Oreos Taste Better 328 Section 4 Data Case: Going Global with Juice 330 Appendix I: Careers in Consumer Research 334Appendix II: Research Methods 336Appendix III: Sources of Secondary Data 341Glossary 343
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