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Consumer Behavior Buying, Having, and Being Fourteenth Edition Michael R. Solomon Saint Joseph’s University Cristel Antonia Russell Pepperdine University Please contact https://support.pearson.com/getsupport/s/contactsupport with any queries on this content. Cover Images: Sunkist logo reprinted with permission of Sunkist Growers, Inc. All Rights Reserved. Sunkist is a registered trademark of Sunkist Growers, Inc.; The Jeni’s Logo is a registered trademark of Jeni’s Splendid Ice Creams, LLC; Chipotle Mexican Grill, Inc.; Athleta LLC / Gap Inc.; Aquafina, Manzanita Sol, Sunchips, and Soulboost logos provided courtesy of PepsiCo, Inc. Microsoft and/or its respective suppliers make no representations about the suitability of the information contained in the documents and related graphics published as part of the services for any purpose. All such documents and related graphics are provided “as is” without warranty of any kind. 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Accessibility Contact Us We are also committed to providing products that are fully accessible to all learners. As per Pearson’s guidelines for accessible educational Web media, we test and retest the capabilities of our products against the highest standards for every release, following the WCAG guidelines in developing new products for copyright year 2022 and beyond. While we work hard to present unbiased, fully accessible content, we want to hear from you about any concerns or needs with this Pearson product so that we can investigate and address them. You can learn more about Pearson’s commitment to accessibility at https://www.pearson.com/us/accessibility.html Please contact us with concerns about any potential bias at https://www.pearson.com/report-bias.html For accessibility-related issues, such as using assistive technology with Pearson products, alternative text requests, or accessibility documentation, email the Pearson Disability Support team at disability.support@pearson.com BRIEF CONTENTS Section 1 Chapter 1 Chapter 2 Section 2 Chapter 3 Chapter 4 Chapter 5 Section 3 Chapter 6 Chapter 7 Chapter 8 Section 4 Foundations of Consumer Behavior 3 Buying, Having, and Being: An Introduction to Consumer Behavior Consumer Ethics, the Marketplace, and the Planet 26 Making Sense of the World 59 Perceiving and Making Meaning 60 Learning, Remembering, and Knowing Motivation 125 89 4 Buying and Having: Choosing and Using Products 153 Attitudes and How to Change Them 154 Deciding 193 Buying, Using, and Disposing 221 Being: Using Products to Create and Communicate Identity 251 Chapter 9 Identity and the Self 252 Chapter 10 Personality, Values, and Lifestyles 285 Chapter 11 Social and Cultural Identity 320 Section 5 Belonging 357 Chapter 12 How Groups Define Us 358 Chapter 13 Social Class and Status 395 Chapter 14 Culture 421 Appendix A: Data Cases 455 Appendix B: Careers in Consumer Research 468 Appendix C: Consumer Research Methods 471 Appendix D: Sources of Secondary Data 477 Glossary 481 Indexes 502 v CONTENTS Section 1 Foundations of Consumer Behavior 3 1 Buying, Having, and Being: An Introduction to Consumer Behavior 4 Consumer Behavior: People in the Marketplace 5 What Is Consumer Behavior? 5 A Branded World 7 Understanding Consumers Is Good Business 8 Consumers, Society, and Technology: A Moving Target 9 Social Media: The Horizontal Revolution 9 Artificial Intelligence and The Metaverse 10 “Big Data” and Data Analytics 10 Welcome to the Metaverse! 11 Globalization of Brands and Cultural Practices 12 Proactive Consumers and User-Generated Content 12 Consumer Trends: Keeping Up with the Culture That Won’t Stand Still 13 PESTLE: The Economic Environment 30 Disabled Consumers 30 Consumed Consumers 31 PESTLE: The Social Environment 32 PESTLE: The Technological Environment 34 Data Privacy 34 Data Accuracy 35 Identity Theft 36 Pushing the Envelope 37 Technology Addictions 37 PESTLE: The Legal Environment 40 Governmental Regulations and Agencies 40 Consumers Behaving Badly 41 PESTLE: The Natural Environment 44 The SHIFT: Changing Consumer Behavior for the Better 47 The “Tree-Huggers” 47 Chapter Summary 48 • Key Terms 49 Review 50 • Consumer Behavior Challenge 50 Case Study Face It – Facial Recognition Is Coming to a Walgreens Near You 52 Notes 54 Consumption: From Problem to Solution? 15 What Do We Need—Really? 15 Toward Responsible Consumption and Responsible Business 15 Multiple Perspectives on the Study of Consumer Behavior 17 What Disciplines Study Consumer Behavior? 17 Where Do We Find Consumer Researchers? 20 The Philosophy of This Book 20 Chapter Summary 20 • Key Terms 21 Review 22 • Consumer Behavior Challenge 22 Case Study Alexa—What Is Consumer Behavior? 23 Notes 24 2 Consumer Ethics, the Marketplace, and the Planet 26 Section 2 Making Sense of the World 59 3 Perceiving and Making Meaning 60 Sensation 60 Sensory Marketing 62 Augmented and Virtual Reality: Welcome to the Metaverse 68 The Stages of Perception 69 Stage 1: Exposure 70 Stage 2: Attention 73 Stage 3: Interpretation 76 What Is the “Right” Thing? 27 Semiotics: The Meaning of Meaning 79 PESTLE: The Political Environment 28 Who Owns Brand Meanings? 80 Consumer Activism 28 Corporate Activism 29 Slacktivism 30 vi Marketers Position Brands 80 But Ultimately Brand Meanings Live in Consumers’ Minds 81 Contents Chapter Summary 81 • Key Terms 82 Review 83 • Consumer Behavior Challenge 83 Case Study The Metaverse Is Marketing’s Brave New World 84 Notes 85 4 Consumer Needs 129 Utilitarian and Hedonic Needs 129 How Can We Understand Needs? 130 How “Needy” Are You? Individual Differences in Motivation 132 Setting and Reaching Goals 133 Learning, Remembering, and Knowing 89 How Do We Learn? 89 Behavioral Learning Theories 90 Classical Conditioning 90 Marketing Applications of Classical Conditioning Principles 92 Instrumental Conditioning 95 Marketing Applications of Instrumental Conditioning Principles 97 Cognitive Learning Theory 98 Observational Learning 98 How Kids Develop Cognitive Skills 99 Marketing Applications of Cognitive Learning Principles 101 Remembering 101 How Our Brains Encode Information 102 What Makes Us Forget? 104 What Helps Us To Remember? 105 How Do We Measure Consumers’ Memories for Marketing Messages? 108 Problems with Memory Measures 109 Memory Lapses, Biases, and False Memories 109 Marketing Applications of Consumers’ Memories 109 How Do We Organize What We Know? 110 Levels of Knowledge 112 How Do We Put Products into Categories? 112 “If They Own This, They Must Own That”: Consumption Constellations 113 Marketing Applications of Consumers’ Knowledge Structures 114 Chapter Summary 116 • Key Terms 116 Review 117 • Consumer Behavior Challenge 118 Case Study Kidfluence and Kidfluencers – Marketing to Children Responsibly 119 Notes 121 5 vii Motivation 125 The Motivation Process: Why Ask Why? 126 Push or Pull? Intrinsic versus Extrinsic Motivation 126 Motivational Drive 127 Self-Regulation 128 Goal Conflicts 133 Goal Framing Affects Goal Completion 135 Consumer Involvement 137 Types of Involvement 139 Chapter Summary 144 • Key Terms 144 Review 145 • Consumer Behavior Challenge 145 Case Study Game On! Using Gamification to Engage with Consumers 146 Notes 148 Section 3 Buying and Having: Choosing and Using Products 153 6 Attitudes and How to Change Them 154 The Power of Attitudes 155 Attitudes (Generally) Guide our Behavior 155 Attitudes, Fast and Slow: Cognitive and Affective Components 156 “I Know It”: Cognitive Focus 157 “I Feel It”: Affective Foc