Critical Thinking in Consumer Behavior: Cases and Experiential Exercises [Paperback]

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 Strateló