Critical Thinking in Consumer Behavior: Cases and Experiential Exercises

This concise paperback includes thirty-five cases and activities, each reviewed by a respected practitioner in the field, focusing specifically on consumer behavior concepts and illustrating how they're applied in the real world. The Importance of Customer Centricity; Customer Perception; Customer Learning and Memory; Customer Motivation and Personality; Segmenting, Targeting, and Positioning; Reference Group Influence and Diffusion of Innovation; Customer Attitudes; Marketing Communication and Attitude Change; Customer Decision Making; Qualitative and Interpretive Consumer Research; Cultural and Subcultural Influences Critical Thinking in Consumer Behavior: Cases and Experiential Exercises can be used as a standalone text or as a supplement to a consumer behavior textbook.

SECTION I: The Importance of Customer Centricity

1. Customer Retention and Profitability
2. Measuring Customer Loyalty with the Net Promoter Score
3. Customer Experience Management

SECTION II: Customer Perception

4. Information Overload
5. The Just Noticeable Difference
6. Perceptual Maps                                

SECTION III: Customer Learning and Memory

7. Behavioral Learning: Classical and Operant Conditioning
8. Memorable Taglines
9. Memory Models and Promotional Strategies

SECTION IV: Customer Motivation and Personality

10. The Great Debate
11. Needs and Motivation
12. Appealing to the Id, Superego, and Ego

SECTION V: Segmenting, Targeting, and Positioning

13. VALS™ Segmentation Categories
14. Positioning Strategies
15. Adopter Categories

SECTION VI: Reference Group Influence and Diffusion of Innovation

16. Forms of Reference Group Influence
17. Types of Reference Groups
18. Diffusion of Innovations

SECTION VII: Customer Attitudes

19. Hierarchies of Effects
20. The Fishbein Model of Attitude Measurement
21. The Extended Fishbein Model

SECTION VIII: Marketing Communication and Attitude Change

22. Multiattribute Models and Attitude Change Strategies
23. The Elaboration Likelihood Model
24. Social Judgment Theory and Attitude Change
25. Balance Theory and Spokesperson Strategies

SECTION IX: Customer Decision Making

26. Group/Family Decision Making
27. Decision Heuristics
28. Decision Rules I: Introduction to Decision Rules
29. Decision Rules II: The Application of Decision Rules

SECTION X: Qualitative and Interpretive Consumer Research

30. Projective Techniques
31. Laddering Interviews and Means-End Analysis
32. Information Display Board

SECTION XI: Cultural and Subcultural Influences

33. The Diversity of Customer Behavior
34. Culture and Customer Behavior
35. The Chinese Consumer