内容

目次

I. THE FORMATION OF PREFERENCES. 1. Introduction: The Nature ofConsumer Behavior. 2. Availability of Well-Defined Internal Knowledge andthe Attitude Formation Process: Information Aggregation VersusSelf-Perception. 3. Consumer Preference Formation and Pioneering Advantage.4. Order-of-Entry Effects on Consumer Memory and Judgment: An InformationIntegration Perspective. 5. Managing What Customers Learn from Experience.6. Competitive Strategies for Late Entry into a Market with a Dominant Brand.II. ATTRIBUTE PERCEPTION AND COGNITIVE REFERENTS. 7. Features ofSimilarity. 8. Alternative Approaches to Understanding the Determinants ofTypicality. 9. The Effects of Brand Positioning Strategies on Consumers'Brand and Category Perceptions: Some Insights from Schema Research. 10. AReference Price Model of Brand Choice for Frequently Purchased Products. 11.Using Dominance Measures to Evaluate Brand Extensions. III. BRAND/ATTRIBUTEINTERDEPENDENCIES IN EVALUATION. 12. Why Are Some Problems Hard? Evidencefrom the Tower of Hanoi. 13. Meaningful Brands from MeaninglessDifferentiation: The Dependence on Irrelevant Attributes. 14. ConsumerEvaluations of Brand Extensions. 15. Decision Structuring with PhantomAlternatives. IV. CONTEXT EFFECTS AND DECISION MAKING. 16. Task Complexityand Contingent Processing in Decision Making: An Information Search andProtocol Analysis. 17. Rational Choice and the Framing of Decisions. 18.Agendas and Consumer Choice. 19. The Influence of External Constraints onBrand Choice: The Lone-Alternative Effect. 20. Adding AsymmetricallyDominated Alternatives: Violations of Regularity and the SimilarityHypothesis. 21. Choice Based on Reasons: The Case of Attraction andCompromise Effects.