Critical Thinking in Consumer Behavior

SECTION I: The Importance of Customer Centricity<br> <br>1. Customer Retention and Profitability <br>2. Measuring Customer Loyalty with the Net Promoter Score <br>3. Customer Experience Management <br> <br> SECTION II: Customer Perception <br> <br>4. Information Overload <br>5. The Just Noticeable Difference <br>6. Perceptual Maps&nbsp;&nbsp; &nbsp;&nbsp;&nbsp; &nbsp;&nbsp;&nbsp; &nbsp;&nbsp;&nbsp; &nbsp;&nbsp;&nbsp; &nbsp;&nbsp;&nbsp; &nbsp;&nbsp;&nbsp; &nbsp;&nbsp;&nbsp; &nbsp; <br> <br> SECTION III: Customer Learning and Memory <br> <br>7. Behavioral Learning: Classical and Operant Conditioning <br>8. Memorable Taglines <br>9. Memory Models and Promotional Strategies <br> <br> SECTION IV: Customer Motivation and Personality <br> <br>10. The Great Debate <br>11. Needs and Motivation <br>12. Appealing to the Id, Superego, and Ego <br> <br> SECTION V: Segmenting, Targeting, and Positioning <br> <br>13. VALS™ Segmentation Categories <br>14. Positioning Strategies <br>15. Adopter Categories <br> <br>SECTION VI: Reference Group Influence and Diffusion of Innovation <br> <br>16. Forms of Reference Group Influence <br>17. Types of Reference Groups <br>18. Diffusion of Innovations <br> <br> SECTION VII: Customer Attitudes <br> <br>19. Hierarchies of Effects <br>20. The Fishbein Model of Attitude Measurement <br>21. The Extended Fishbein Model <br> <br> SECTION VIII: Marketing Communication and Attitude Change<br> <br>22. Multiattribute Models and Attitude Change Strategies <br>23. The Elaboration Likelihood Model <br>24. Social Judgment Theory and Attitude Change <br>25. Balance Theory and Spokesperson Strategies <br> <br>SECTION IX: Customer Decision Making<br> <br>26. Group/Family Decision Making <br>27. Decision Heuristics <br>28. Decision Rules I: Introduction to Decision Rules <br>29. Decision Rules II: The Application of Decision Rules <br> <br> SECTION X: Qualitative and Interpretive Consumer Research <br> <br>30. Projective Techniques <br>31. Laddering Interviews and Means-End Analysis <br>32. Information Display Board <br> <br> SECTION XI: Cultural and Subcultural Influences<br> <br>33. The Diversity of Customer Behavior <br>34. Culture and Customer Behavior <br>35. The Chinese Consumer <br> <br>