New Developments & Approaches in Consumer Behaviour Research

By Ingo Balderjahn and Claudia Mennicken
September 1998
Macmillan UK
ISBN: 0333739078
576 pages
$140.00 hardcover


The objective of this book is to contribute to the role that consumer behaviour research plays as a well established research discipline in an international context. This book outlines the state of the art in consumer behaviour and provides insights into new developments including the emotional and cognitive as well as social factors influencing consumer behaviour.

Contents:
Preface
PART ONE: CONSUMER VALUES AND LIFESTYLE
Food-Related Lifestyle in France and Germany; K.G. Grunert, K.Brunso & L.Bredahl
Consumer Values in West and East Germany; S.Joseph
Towards a Revision of Schwartz's Values Inventory: Some Exploratory Findings; Y.Odin, J-Y. Vinais & P.Valette-Florence
PART TWO: SOCIAL BELIEFS AND SOCIAL MEANING OF CONSUMPTION
The Role of Television in the Construction of Consumer Reality; L.J.Strum & T.C.O'Guinn
Sportswear as an Expression of How the Consumer Society has Evolved: The Example of the 'Fun-Wear'; P.Hetzel
PART THREE: COMMUNICATION AND INFORMATION BEHAVIOUR
Market Reactions to Integrated Communication; F-R. Esch
Lexical Analysis: A Method for Understanding 'What is Said' and 'How it is Said' in Marketing Messages; M-L. Gavard-Perret & J.Moscarola
PART FOUR: AFFECT, MOTIVATION AND PERSONALITY
Measuring Affect and Emotion toward a Brand with a Smiling Face Scale; E.Vernette
An Empirical Investigation of the Relationships between Values, Motivations and Personal Goals; A. Jolibert & G.Baumgartner
PART FIVE: CONSUMER DECISION PROCESSES AND BEHAVIOUR
Product Knowledge, Consumer Knowledge and Brand Loyalty: Some Empirical Evidence about their Relationships; A. Amine
Empirical Analysis of Price Response Functions; I.Balderjahn
Optimum Stimulation Level as a Determinant of Exploratory Behaviours: Some Empirical Evidence; J-L.Giannelloni
PART SIX: ENVIRONMENTAL ASPECTS OF CONSUMER BEHAVIOUR
The Reaction of German Consumers to French Nuclear Testing; B.Walliser & T.Froehlicher
Environmental Aspects of Consumer Behaviour in Germany; F.Wimmer
An Investigation of the Handling of Solid Waste in the Consumption Cycle; P. Buchholz
PART SEVEN: CROSS-CULTURAL CONSUMER BEHAVIOUR RESEARCH
Assessing Measurement Equivalence in Cross-National Consumer Behaviour Research: Principles, Relevance and Application Issues; R.Sinkovics, T.Salzberger & H.H. Holzmuller
Measuring Cross Cultural Acceptance of an Innovation: The Case of Low-Alcohol Wine; R.d'Hauteville & R.E.Goldsmith
PART EIGHT: QUALITATIVE METHODS IN CONSUMER BEHAVIOUR RESEARCH
Consumer Ambivalence: Perspectives Gained from Shopping with Consumers; T.M.Lowry, C.Otnes & L.J.Shrum
Hard versus Soft Laddering: Implications for Appropriate Use; G.Botschen & E.Thelen

Author Biographies:
INGO BALDERJAHN is Professor of Business Administration and Marketing and Head of the Department of Marketing, School of Business Administration and Economics, University of Potsdam, Germany.

CLAUDIE MENNICKEN, Department of Marketing at the University of Potsdam.

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