References Duv
World Bunk Adas (1994), Miurosoft Bouksktilf (1998). Several models of the consumer buying process have been developed liy marketing scholars. The most prominent models arc those of John A Howard and Jagdish N. Shetli, The Theory fif Buyer Behaviour (New York: Wiley, 1969); Francesco M. Nicosia, Consumer Decixirni Processes (Englewood Cliffs, NJ: Prentice Hall, 1966); James F. Engel, Roger D. Bktckwcll and Paul W. Milliard, Consumer Behaviour, 5th edn (New York Holt, Rinehart & Winston, 1986); James K. Itettman, An Information Processing Theory of Consumer (Hunce (Reading. MA: Addi son-Wesley, 1979). For a summary, see Leon G. Schiffman and Leslie Lazar Kanuk, Consumer Beliavivur, 4th edn (Enjjlewood Cliffs, KJ: Prentice Hah, 1991), ch. 20.
For an insight into this problem sec Rik Pieters, 'A control view on the behaviour of consumers: turning the triangle', European Journal of Marketing, 27, 8 (1993), pp. 17-27. For this and other examples of the effects of culture in international marketing, sec Philip R. Gateora, Intcmativnal Marketing, 8lli edn (Homcwuod, IL: Irwin, 1993), oh. 4; Sak Onkvisit and John J. Shaw, International Marketing:
Analysis and strategy, 3rd edn (tipper Saddle River, NJ: Prentice Hall, 1997), eh. 6
Richard Tomkin, 'Quaker buys "new age'' drinks', financial Times (.1 November 1994), p. 25; Sara MeConnell, 'hanks put their future on the line', The Hmes (.9 October 1994). p. 29; Ralph Atkins, 'Families choose direct insurers', Financial Times (8-9 October 1994), p. 5. Vi.tr more on marketing to Hispanic^, blacks, mature consumers arid Asians, see Gary L. Herman, 'The Hispanic market: getting down to cases', Rales and Marketing Management (October 1991), pp. 65-74; Christy Fisher, Toll: ITispanios stick to brands', Advertising Age (15 February 1993), p. 6; Melissa Gampanclli, 'The African-American market, community, growth and change', Sales mid Marketing Mnnagemem (May 1991), pp. 75-81; Eugene Morris, 'The difference in black and white', American Demographics (January 1993), pp. 44-9; Melissa Campanclli, 'The senior market: rewriting the demographics and definitions', Sates ami Marketing Management (February 1991), pp. 63-70; Joseph M. Winski, 'The mature market: marketers mature in depicting seniors', Advertising
Age (16 N'ovember 1992). p. 81; Tibbett L. Speer, 'Older consumers follow different rules',.American Demographies (February 1993), pp. 2 1-2; Maria Shao, 'Suddenly, Asian-Aniericans are a marketer's dream', /iu.smess IV'eefe (17 June 1991), pp. 54-5; Carol.!. Fouke, 'Asian-American market more important than ever1. Marketing News (14 October 1991), p. 10.
7. Richard P. Coleman, 'The continuing significance of social class to marketing', Journal C(f Consumer Research, (December 1983), pp. 265-80; Laura Mazur, 'Golden oldies', Marketing Business (February 1993), pp. 10-13, David Nicholson-Lord, 'Mass leisure claws is on the way, say forecasters', Independent (18 April 1994), p 4.
ft. For a broad discussion of international social class, see
Edward W. Cundiff and Marye Tharp Hitler, Marketing in the International Environment (Kernel Hemps tead: Prentice Hall, 1988); Ernest Diehter, 'The world customer'. Harvard Business Ke-oieta (July-August 1962), pp. 113-23, and 'Rich man, poor man'. The Kcoiumiisst (24 July 1993), p. 73; 'Slicing the cake' and Tor richer, for poorer', The Economist (5 November 1994), pp. 13-14 and 19-21 respectively.
9. William O. Bearden and Michael J. Etzel, 'Reference group influence on product and brand purchase decisions', Journal of Consumer Research (September 1982), p. 185.
10. Debra Goldman,'Spotlight men', Adweak (13 August 1990), pp. M1-M6, Dennis Rodkin, 'A manly sport: building loyalty', Advertising Age (IS April 1991), pp. SI, S12; Nancy Ten Hate, 'Who buys the pants in the family?', American Demographics (January 1992), p. 12; Laura Zinn. 'Real men buy paper towels, too', Business Week (9 November 1992), pp. 75-6, 'The war between the sexes'. The Economist
11. For more on family decision making, sec Schiffman and Kamik, ConsumerBehtifVioUT, np. eit., eh. 12; Rosann L. Spiro, 'Persuasion in family decision making*, Journal af Consumer Research (March 1983), pp. 393-402; Michael B. Menasco and David J. Curry, 'Utility and choicei an empirical study of husband/wife decision making', Journal of Consumer Research (June 1989), pp. 87-97; Eileen Fisher and Stephen J. Arnold, 'More than a labor of love: gender roles and Christmas gift shopping'. Journal of Consumer Research (December 1990), pp. 333-45.
12. See Lawrence Lepisto, 'A life span perspective of consumer behavior', in Elizabeth Ilirshman and Morris lloliirook, Advances in Consumer Research, vol. 12 (Provo, UT: Association for Consumer Research, 1985), p 47.
1,1. Kim Foltz, 'Wizards of Marketing', Nevssweck (22 July I9S5), p. 44.
14. For more on VALS and on psychographics in general, see William 0, Wells, 'Psychographics: a critical review', Joumal ofMarketing Research (May 1975), pp. 196-213; Arnold Mitchell, The Nine American Lifestyles (New York. Macmillan, 1983); Rebecca Piirto, 'Measuring minds in the 1990s, American Demographics (December 1990), pp. 359; 'VALS the second time", American Demographics (July 1991), p. 6. For more reading on the pros and cons of using VALS and other lifestyle approaches, see Lynn R. Kahle, Sharon E. Beatty and Pamela Homer, 'Alternative measurement approaches to consumer values: die list of values (LOV) and values and life styles (VALS)', Journal of Consumer Research (December ! 9N6), pp. 405-9; Murk Landler, 'The bloodbath in market research', lltminesui Week (11 February 1991), pp. 72-4.
15 Taken from RISC S\ACE (Lyon: RISC SA, 1989); CCA, CCA
Euro-styles (Paris: CCA, 1989), Norbert Homma and Jorg Uelzhoffer, 'The intemattenaUsation of everyday-life and milieus', ESOMAR Conference on America, Japan and EC'92: The Prospects for Marketing, Advertising and Research, Venice, 18-20 June 1990; Marieke de Mooij. Advertising Worldwide: Concepts, theories and practice of international and global advertising (Heine! Ilempste.-id: Prentice Hall, 1994).
16. Based on details in Marieke de Mooij, Advertising Worldwide (llemel llempstead: Prentice Hall, 1994), who obtained his information from Engine Wong of Survey Research Malaysia.
17. Stuart Elliot, 'Sampling Tastes of a Changing Russia', The /Veto York Times. 1 April 1992, pp. 1)1, D19.
18. Sec Harold II. Kassarjian and Mary Jane Shcffet, 'Personality in consumer behaviour: an update', in Harold II. Kassarjian and Thomas S. Robertson (cds), Perspectives in Consumer Behaviour ((llenview, IL: Scott Foresman, 1981), pp. 16080; Joseph T. Plumnier, 'How personality can make a difference", Marketing News (March-April 1984), pp. 17-20.
19. Myron Magnet, "Let's go for growth', Famine, 7 March 1994, p. 70.
20. See M. Joseph Sirgy, 'Self-concept in consumer behaviour: a critical review'. Journal of Consumer Research (December 1982), pp. 287-300; Russel W. Belk, 'Possessions and the extended self, Journal of Consumer Research (September 1988), pp. 139-59.
21. See Annetta Miller and Dody Tsiantar, 'Psyching out consumers', Afcesieeefe (27 February 1989), pp. 46-7; Rebecca Piirto, ""Words that sell', American Demographics (January 1992), p. 6.
22. Abraham II. Msislow, Motivation and Personality, 2nd edn (New York: Harper & Row, 1970), pp. 80-106.
23. Robert L. Gluekman, 'A consumer approach to branded wines', European Journal nf Marketing, 24, 4 (1990), pp. 27-46.
24. Geert Hofstede, Cultural Consequences (jLendon: Sage, 1984).
25. John Fiske, Understanding Papular Culture (London: Routledge, 1989).
26. Simon Hollierton, 'Cathay Pacific puts its future in Hong Kong', Financial Times (3 November 1994), p. 32.
27. For a discussion of subliminal perception, see Timothy Moore, 'What you see is what you get', Jvurnul ofMarketing (Spring 1982); Walter Weir, 'Another look at subliminal "facts", Advertising Age (15 October 1984), p. 46.
28. Sec 'Honda hopes to win new riders by emphasizing ''fun"" of cycles', Marketing News (28 August 1989), p. 6.
29. Henry Assael, Consumer Behaviour and Marketing Action (Boston, MA: Kent Publishing, 1987), ch, 4. An earlier classification of three types of consumer buying behaviour -routine response behaviour, limited problem solving and extensive problem solving - can be found in John A. Howard and Jagdish Sheih, The Theory of Consumer Behaixaur (New York: Wiley, 1969), pp. 27-8. Gordon R Fosall proposes a more sophisticated Behavioural Perspective Model (HPM) in 'A behavioural perspective on purchasing and consumption' and 'Consumer behaviour as an evolutionary process', European Journal nf Marketing. 27, 8 (1993), pp. 7-16 and 46-57 respectively; sec also John A. Howard, Consumer Beliaviour in Marketing Strategy (Englewood Cliffs, NJ: Prentice Hall, 1989).
30. Tom Stevenson, 'Disons opens shops for baffled buyers', Independent (17 October 1994), p. 28.
31. V, W. Mitchell and Pari Boustani, 'A preliminary investigation into pre- and post-purchase risk perception and reduction',
European Journal of Marketing, 28, 1 (1990), pp. 56-71.
32. Keith B. .Murray, 'A test of services marketing theory: consumer information acquisition theory', Journal of Marketing (January 1991], pp. 10-25.
3,1. The ratings are based on those given in 'Product test: compaei cameras', Whifh? (November 1994), pp. 21-6.
34. This was developed by Martin Fishbein. See Martin Fishbein and leek Ajzen, Belief, Attittule, Intention, and Bvhaviow (Reading, MA: Addistin-Wesley, 1975). For a eritiual review of this model, see Paul W. Miniard and Joel B. Cohen, 'An examination of the Kishbein-Ajzen behavioral intentions model's concepts arid measures', Journal of Kxperimetual Social Psychology (May 1981), pp. 309-99
35. Raymond A. Bauer, 'Consumer behaviour as risk taking*, in Donald K Cox (ed.), Risk Taking and Information Handling in Consumer Behaviour (Boston, MA: Division of Research, Harvard Business Sehool, 1967); John W. Vann, 'A multi-distributional conceptual framework for the study of perceived risk', in Thomas C. Kinnear (ed.), Advances in Consumer Research, vol. 11 (Provo, LIT: Association for Consumer Research, 1983), pp. 442-6; Robert B. Settle and Pamela L. Alreck, 'Reducing buyers' sense of risk'. Marketing Communications (January 1989), pp. 19-24.
36. See Leon Pestinger, A Theory of Gognitfae l>issonance (StunlYird, CA: Stanford University Press, 1957); Schiffman and Kanuk, Consumer Behaviour, op. cit., pp. 304-5.
37. See Karl Albreot and Ron Zernke, Service America.' (Ilomewood, IL: Dow-Jones Irwin, 1985), pp. 6-7; Frank Rose, 'Now quality means service too', Fortune (22 April 1991), pp. 97-108.
38. The following discussion draws heavily from Everett M. Rogers, Diffusion o/Innowoffens, 3rd edn (New York: Free Press. 1983); see also Hubert Gangnon and Thomas S. Robertson, 'A prepositional inventory for new diffusion research', Journal of Consumer Research (March 1985), pp. 849-67.
39. See Sohiffman and Kanuk, Consumer Behaviour, op. eit, ch. 18,
40. For these and other examples, see ibid.
41. Mir Maqbool Alam Khan, 'Kello^ reports brisk cereal sales in India', Advertising Age, 14 November 1994, p, 60.
42. For these and other examples, see William J, Stanton, Michael J. Etzel and Bruce J. Walker, Fundamentals <if Marketing (New York: McGraw-Hill, 1991), p. 536.
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