Consumer Behaviour: A European Perspective

701 Pages·2013·15.182 MB·English

by  Michael Solomon, Gary Bamossy, Soren Askegaard, Margaret K. Hogg

Fifth Edition
CONSUMER
BEHAVIOUR
A European Perspective
Michael R. Solomon Gary J. Bamossy
Søren T. Askegaard Margaret K. Hogg
CONSUMER
BEHAVIOUR
A European Perspective

Fifth Edition
CONSUMER
BEHAVIOUR
A European Perspective
Michael Solomon
Gary Bamossy
Søren Askegaard
Margaret K. Hogg
Pearson Education Limited
Edinburgh Gate
Harlow
Essex CM20 2JE
England
and Associated Companies throughout the world
Visit us on the World Wide Web at:
www.pearson.com/uk
First published by Prentice Hall Europe 1999
Second edition published 2002
Third edition published 2006
Fourth edition published 2010
Fifth edition published 2013
© Prentice Hall Europe 1999
© Pearson Education 2002, 2006, 2010, 2013
The rights of Michael Solomon, Gary Bamossy, Søren Askegaard and Margaret K. Hogg to be
identified as authors of this Work have been asserted by them in accordance with the Copyright,
Designs and Patents Act 1988.
Authorized adaptation from the United States edition, entitled CONSUMER BEHAVIOR,
10th Edition, by Michael Solomon, published by Pearson Education, Inc, publishing as Prentice Hall,
Copyright © 2013.
A ll rights reserved. No part of this publication may be reproduced, stored in a retrieval system,
or transmitted in any form or by any means, electronic, mechanical, photocopying, recording or
otherwise, without either the prior written permission of the publisher or a licence permitting
restricted copying in the United Kingdom issued by the Copyright Licensing Agency Ltd,
Saffron House, 6–10 Kirby Street, London EC1N 8TS.
A ll trademarks used herein are the property of their respective owners. The use of any trademark in
this text does not vest in the author or publisher any trademark ownership rights in such trademarks,
nor does the use of such trademarks imply any affiliation with or endorsement of this book by such
owners.
Pearson Education is not responsible for the content of third-party Internet sites.
ISBN: 978-0-273-77272-9 (print)
978-0-273-77275-0 (PDF)
978-0-273-78108-0 (eText)
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
Solomon, Michael R.
Consumer behaviour : a European perspective / Michael Solomon, Gary Bamossy,
Søren Askegaard. -- 5 Edition.
pages cm
Includes bibliographical references and index.
ISBN 978-0-273-77272-9
1. Consumer behavior--Europe.(cid:3)I. Bamossy, Gary J., 1949-(cid:3)II. Askegaard, Søren.(cid:3)III. Title.
HF5415.33.E85S65 2013
658.8′342094--dc23
2013008564
10 9 8 7 6 5 4 3 2 1
17 16 15 14 13 
Typeset in 9.25/12.5pt ITC Giovanni Std by 35
Printed and bound by LE.G.oS.p.A., Italy
BRIEF CONTENTS
Preface xiv
Guided tour xix
About the authors xxii
Acknowledgements xxiv
Publisher’s acknowledgements xxvi
Part A  Consumers in the marketplace 1
Chapter 1 An introduction to consumer behaviour 2
Chapter 2 A consumer society 32
Chapter 3 Shopping, buying and evaluating 61
Case studies 1 to 3 108
Part B  How consumers see the world and themselves 119
Chapter 4 P erception 120
Chapter 5 T he self 149
Chapter 6 Motivation, values and lifestyle 185
Case studies 4 to 6 250
Part C  Consumers as decision-makers 259
Chapter 7 Learning and memory 260
Chapter 8 A ttitudes 291
Chapter 9 Individual decision-making 331
Case studies 7 to 9 383
Part D  European consumers and their social groups 393
Chapter 10 Groups and social media 394
Chapter 11 European family structures, household decision-making
and age cohorts 445
Chapter 12 Income and social class 478
Case studies 10 to 12 518
Part E  Culture and European consumers 527
Chapter 13 Culture and consumer behaviour 528
Chapter 14 Cultural change processes 565
Chapter 15 Consumption and cultural differences 607
Case studies 13 to 16 631
Glossary 6 42
Indexes 660
v

CONTENTS
Preface xiv
Guided tour xix
About the authors xxii
Acknowledgements xxiv
Publisher’s acknowledgements xxvi
PPPaaarrrttt AAA  
CCOONNSSUUMMEERRSS IINN TTHHEE MMAARRKKEETTPPLLAACCEE
Chapter 1
AN INTRODUCTION TO CONSUMER BEHAVIOUR 2
Chapter objectives 2
Consumption in Europe? The European consumer? 3
Consumers’ impact on marketing strategy 7
Marketing’s impact on consumers 13
Do marketers manipulate consumers? 20
Consumer behaviour as a field of study 22
Taking it from here: the plan of the book 26
Chapter summary 28
Key terms 2 8
Consumer behaviour challenge 2 8
Notes 29
Chapter 2
A CONSUMER SOCIETY 32
Chapter objectives 3 2
Consumer culture 33
The meaning of things 34
A branded world 38
Global consumer culture 43
The politics of consumption 50
Chapter summary 55
Key terms 5 6
Consumer behaviour challenge 5 6
Notes 57
Chapter 3
SHOPPING, BUYING AND EVALUATING 61
Chapter objectives 6 1
Introduction 62
Consumers’ choices 62
vii
CONTENTS
Antecedent states 6 4
Social and physical surroundings 67
Shopping: motivations and experiences 73
E-commerce: clicks vs bricks 76
Servicescapes: retailing as theatre 81
Post-purchase satisfaction 89
Chapter summary 97
Key terms 9 8
Consumer behaviour challenge 9 8
Notes 100
Case study 1(cid:2) ‘Small is beautiful’: the Mini brand community 108
Case study 2(cid:2) How different is different? IKEA’s challenge to appeal
to local tastes globally 1 11
Case study 3(cid:2) Dodge’s last stand? Or who buys cars these days? 115
PPPaaarrrttt BBB  
HHOOWW CCOONNSSUUMMEERRSS SSEEEE TTHHEE WWOORRLLDD AANNDD TTHHEEMMSSEELLVVEESS
Chapter 4
PERCEPTION 120
Chapter objectives 1 20
Introduction 121
The perceptual process 1 21
Sensory systems 1 24
Sensory thresholds 131
Perceptual selection 132
Personal selection factors 135
Interpretation: deciding what things mean 137
Chapter summary 143
Key terms 1 45
Consumer behaviour challenge 1 45
Notes 1 46
Chapter 5
THE SELF 149
Chapter objectives 1 49
Perspectives on the self 150
Consumption and self-concept 158
Gender roles 1 61
Body image 168
Chapter summary 177
Key terms 1 78
Consumer behaviour challenge 1 78
Notes 1 79
viii
CONTENTS
Chapter 6
MOTIVATION, VALUES AND LIFESTYLES 185
Chapter objectives 1 85
Introduction 186
The motivation process: why ask why? 1 86
Motivational strength 187
Motivational direction 189
Motivational conflicts 191
How can we classify consumer needs? 194
Hidden motives: the psychoanalytical perspective on personality 1 97
Brand personality 202
Consumer involvement 203
Values 209
The means–end chain model 217
Materialism: another perspective on the ‘why’ of consumption? 219
Sustainability: a new core value? 221
Lifestyles and consumption choices 223
Psychographics 224
Lifestyle marketing 227
Product disposal 231
Chapter summary 238
Key terms 2 39
Consumer behaviour challenge 2 40
Notes 242
Case study 4(cid:2) Fertility in Europe: what’s next? 250
Case study 5(cid:2) Being a real man about town: the challenge of the
‘new masculinity’ 2 53
Case study 6(cid:2) Greek women’s desired and undesired selves, identity
conflicts and consumption 2 56
PPPaaarrrttt CCC  
CCOONNSSUUMMEERRSS AASS DDEECCIISSIIOONN--MMAAKKEERRSS
Chapter 7
LEARNING AND MEMORY 260
Chapter objectives 2 60
Introduction 261
Behavioural learning theories 2 61
Marketing applications of learning principles 267
The role of learning in memory 272
Chapter summary 284
Key terms 2 85
Consumer behaviour challenge 2 86
Notes 286
ix