1. © iStockphoto.com/hh5800 Part 3 Part 3 Customer Behavior and E-Marketing MARKETIN G 17e Hult Pride Ferrell © 2014 Cengage Learning. All Rights Reserved. This edition is intended for use outside of the U.S. only, with content that may be different from the U.S. Edition. May not be scanned, copied, duplicated, or posted to a publicly accessible website, in whole or in part.

2. © iStockphoto.com/hh5800 7-2 6: Consumer Behavior 7: Business Buying Behavior 8: International Marketing 9: Digital Marketing and Social Media © 2014 Cengage Learning. All Rights Reserved. This edition is intended for use outside of the U.S. only, with content that may be different from the U.S. Edition. May not be scanned, copied, duplicated, or posted to a publicly accessible website, in whole or in part.

3. © iStockphoto.com/hh5800 Objectives  To recognize the stages of the consumer buying decision process  To understand the types of consumer decision making and the level of involvement  To explore how situational influences may affect the consumer buying decision process  To understand the psychological influences that may affect the consumer buying decision process  To examine the social influences that may affect the consumer buying decision process  To examine consumer misbehavior 7-3 © 2014 Cengage Learning. All Rights Reserved. This edition is intended for use outside of the U.S. only, with content that may be different from the U.S. Edition. May not be scanned, copied, duplicated, or posted to a publicly accessible website, in whole or in part.

4. © iStockphoto.com/hh5800 Buying Behavior  The decision processes and actions of people involved in buying and using products Consumer Buying Behavior  The decision processes and purchasing activities of people who purchase products for personal or household use and not for business purposes 7-4 © 2014 Cengage Learning. All Rights Reserved. This edition is intended for use outside of the U.S. only, with content that may be different from the U.S. Edition. May not be scanned, copied, duplicated, or posted to a publicly accessible website, in whole or in part.

5. © iStockphoto.com/hh5800 Understanding Buying Behavior  Customers’ overall opinions and attitudes toward a firm’s products have a great impact on the firm’s success  To find out what satisfies buyers, marketers must examine the main influences on what, where, when, and how consumers buy  By gaining a deeper understanding of the factors that affect buying behavior, marketers are in a better position to predict how consumers will respond to marketing strategies 7-5 © 2014 Cengage Learning. All Rights Reserved. This edition is intended for use outside of the U.S. only, with content that may be different from the U.S. Edition. May not be scanned, copied, duplicated, or posted to a publicly accessible website, in whole or in part.

6. © iStockphoto.com/hh5800 Consumer Buying Decision Process  Five stages:  Problem recognition  Information search  Evaluation of alternatives  Purchase  Postpurchase evaluation 7-6 © 2014 Cengage Learning. All Rights Reserved. This edition is intended for use outside of the U.S. only, with content that may be different from the U.S. Edition. May not be scanned, copied, duplicated, or posted to a publicly accessible website, in whole or in part.

7. © iStockphoto.com/hh5800 Consumer Buying Decision Process and Possible Influences on the Process 7-7 © 2014 Cengage Learning. All Rights Reserved. This edition is intended for use outside of the U.S. only, with content that may be different from the U.S. Edition. May not be scanned, copied, duplicated, or posted to a publicly accessible website, in whole or in part.

8. © iStockphoto.com/hh5800 Problem Recognition Stage  Occurs when a buyer becomes aware of a difference between a desired state and an actual condition  Speed of consumer problem recognition can be rapid or slow  Some consumers are unaware of their problems or needs  Marketers use sales personnel, advertising, and packaging to help trigger recognition of such needs or problems 7-8 Copyright © 2014 South-Western, Cengage Learning. ALL RIGHTS RESERVED. © 2014 Cengage Learning. All Rights Reserved. This edition is intended for use outside of the U.S. only, with content that may be different from the U.S. Edition. May not be scanned, copied, duplicated, or posted to a publicly accessible website, in whole or in part.

9. © iStockphoto.com/hh5800 Discussion Point Problem Recognition ? How is this advertisement using problem recognition? 2-9 © 2014 Cengage Learning. All Rights Reserved. This edition is intended for use outside of the U.S. only, with content that may be different from the U.S. Edition. May not be scanned, copied, duplicated, or posted to a publicly accessible website, in whole or in part.

10. © iStockphoto.com/hh5800 Information Search Stage  After recognizing the problem, consumers seek to satisfy their need  Consumers seek out product information Internal search  An information search in which buyers search their memories for information about products that might solve their problem 7-10 © 2014 Cengage Learning. All Rights Reserved. This edition is intended for use outside of the U.S. only, with content that may be different from the U.S. Edition. May not be scanned, copied, duplicated, or posted to a publicly accessible website, in whole or in part.

11. © iStockphoto.com/hh5800 Information Search Stage External search  An information search in which buyers seek information from sources other than their memories  Personal contacts are often influential sources of information  The Internet has become a major information source during the consumer buying decision process  Buyers obtain information from independent sources such as government reports, news presentations, and reports from product-testing organizations 7-11 © 2014 Cengage Learning. All Rights Reserved. This edition is intended for use outside of the U.S. only, with content that may be different from the U.S. Edition. May not be scanned, copied, duplicated, or posted to a publicly accessible website, in whole or in part.

12. © iStockphoto.com/hh5800 Evaluation of Alternatives Consideration Set  A group of brands within a product category that a buyer views as alternatives for possible purchase Evaluative Criteria  Objective and subjective product characteristics that are important to a buyer  Marketers can influence customers by framing the alternatives in a certain way  Framing probably influences the decision processes of inexperienced buyers more than those of experienced ones 7-12 © 2014 Cengage Learning. All Rights Reserved. This edition is intended for use outside of the U.S. only, with content that may be different from the U.S. Edition. May not be scanned, copied, duplicated, or posted to a publicly accessible website, in whole or in part.

13. © iStockphoto.com/hh5800 Discussion Point How Green Is That Product? Check the App!  GoodGuide app helps consumers determine which goods or services are the greenest alternatives  By scanning a products bar code with a cell phone, the app checks a database of products and displays a numerical score, the higher the score the greener the product ? How does this app, and others like it, help consumers evaluate products or brands that offer similar benefits? 7-13 © 2014 Cengage Learning. All Rights Reserved. This edition is intended for use outside of the U.S. only, with content that may be different from the U.S. Edition. May not be scanned, copied, duplicated, or posted to a publicly accessible website, in whole or in part.

14. © iStockphoto.com/hh5800 Purchase Stage  The buyer:  Chooses the product or brand to be bought  Product availability may influence the decision  Chooses the seller  Negotiates the terms of the transaction  Makes the actual purchase or terminates the process 7-14 © 2014 Cengage Learning. All Rights Reserved. This edition is intended for use outside of the U.S. only, with content that may be different from the U.S. Edition. May not be scanned, copied, duplicated, or posted to a publicly accessible website, in whole or in part.

15. © iStockphoto.com/hh5800 Postpurchase Evaluation Stage  After purchase, the buyer evaluates the product  Does its actual performance meet expected levels?  Is either satisfied or dissatisfied Cognitive Dissonance  A buyer’s doubts shortly after a purchase about whether the decision was the right one  Often occurs after expensive, high- involvement purchases 7-15 © 2014 Cengage Learning. All Rights Reserved. This edition is intended for use outside of the U.S. only, with content that may be different from the U.S. Edition. May not be scanned, copied, duplicated, or posted to a publicly accessible website, in whole or in part.

16. © iStockphoto.com/hh5800 Level of Involvement with Products  High-involvement products – Products that are visible to others and/or are expensive  Healthcare, a home  Associated with high levels of involvement  Low-involvement products – Products that tend to be less expensive and have less associated social risk  Grocery items, a T-shirt 7-16 © 2014 Cengage Learning. All Rights Reserved. This edition is intended for use outside of the U.S. only, with content that may be different from the U.S. Edition. May not be scanned, copied, duplicated, or posted to a publicly accessible website, in whole or in part.

17. © iStockphoto.com/hh5800 Level of Involvement An individual’s degree of interest in a product and the importance of the product for that person  Enduring involvement – Ongoing and long- term involvement with a product or product category  Situational involvement – Temporary or dynamic involvement resulting from a particular set of circumstances 7-17 © 2014 Cengage Learning. All Rights Reserved. This edition is intended for use outside of the U.S. only, with content that may be different from the U.S. Edition. May not be scanned, copied, duplicated, or posted to a publicly accessible website, in whole or in part.

18. © iStockphoto.com/hh5800 Consumer Decision Making 7-18 © 2014 Cengage Learning. All Rights Reserved. This edition is intended for use outside of the U.S. only, with content that may be different from the U.S. Edition. May not be scanned, copied, duplicated, or posted to a publicly accessible website, in whole or in part.

19. © iStockphoto.com/hh5800 Discussion Point ? Which of the following are high-involvement products? Which are low-involvement?  Tennis shoes  A new laptop  Bottled water  A designer handbag  A used car ? Do you think the level of involvement changes with consumer income level for some products? 7-19 © 2014 Cengage Learning. All Rights Reserved. This edition is intended for use outside of the U.S. only, with content that may be different from the U.S. Edition. May not be scanned, copied, duplicated, or posted to a publicly accessible website, in whole or in part.

20. © iStockphoto.com/hh5800 Consumer Decision Making Strategies 7-20 Consumer Buying Behaviors Routinized Response Limited Problem Solving Extended Problem Solving Impulse Buying © 2014 Cengage Learning. All Rights Reserved. This edition is intended for use outside of the U.S. only, with content that may be different from the U.S. Edition. May not be scanned, copied, duplicated, or posted to a publicly accessible website, in whole or in part.

21. © iStockphoto.com/hh5800 Consumer Decision Making Strategies  Routinized response behavior – A consumer decision-making process used when buying frequently purchased, low-cost items that require very little search-and- decision effort  Selecting soft drinks or cereals  Limited decision making – A consumer decision-making process used when purchasing products occasionally or needing information about an unfamiliar brand in a familiar product category  Requires a moderate amount of time for information gathering and deliberation 7-21 © 2014 Cengage Learning. All Rights Reserved. This edition is intended for use outside of the U.S. only, with content that may be different from the U.S. Edition. May not be scanned, copied, duplicated, or posted to a publicly accessible website, in whole or in part.

22. © iStockphoto.com/hh5800 Consumer Decision Making Strategies  Extended decision making – A consumer decision-making process employed when purchasing unfamiliar, expensive, or infrequently bought products  A car, home, or college education  Impulse buying – An unplanned buying behavior resulting from a powerful urge to buy something immediately ? When have you made a purchase solely on impulse? ? Were you satisfied or dissatisfied with the purchase? 7-22 © 2014 Cengage Learning. All Rights Reserved. This edition is intended for use outside of the U.S. only, with content that may be different from the U.S. Edition. May not be scanned, copied, duplicated, or posted to a publicly accessible website, in whole or in part.

23. © iStockphoto.com/hh5800 Possible Influences on the Decision Process 7-23 © 2014 Cengage Learning. All Rights Reserved. This edition is intended for use outside of the U.S. only, with content that may be different from the U.S. Edition. May not be scanned, copied, duplicated, or posted to a publicly accessible website, in whole or in part.

24. © iStockphoto.com/hh5800 Situational Influences on the Buying Decision Process 7-24 Situational Influences Physical Surroundings Social Surroundings Time Dimension Purchase Reason Mood of Consumer © 2014 Cengage Learning. All Rights Reserved. This edition is intended for use outside of the U.S. only, with content that may be different from the U.S. Edition. May not be scanned, copied, duplicated, or posted to a publicly accessible website, in whole or in part.

25. © iStockphoto.com/hh5800 Situational Influences  Influences that result from circumstances, time, and location that affect the consumer buying decision process  Can influence the decision making process at any stage  Five categories of situational influences:  Physical surroundings  Social surroundings  Time perspective  Reason for purchase  Buyer’s momentary mood and condition 7-25 © 2014 Cengage Learning. All Rights Reserved. This edition is intended for use outside of the U.S. only, with content that may be different from the U.S. Edition. May not be scanned, copied, duplicated, or posted to a publicly accessible website, in whole or in part.

26. © iStockphoto.com/hh5800 Psychological Influences on the Buying Decision Process 7-26 Psychological Influences Perception Motives Lifestyle Personality and Self- Concept Learning Attitudes © 2014 Cengage Learning. All Rights Reserved. This edition is intended for use outside of the U.S. only, with content that may be different from the U.S. Edition. May not be scanned, copied, duplicated, or posted to a publicly accessible website, in whole or in part.

27. © iStockphoto.com/hh5800 Psychological Influences  Factors that in part determine people’s general behavior, thus influencing their behavior as consumers  Operate on buyers internally, but are acted on by outside forces  Six categories of psychological influences: 7-27 PerceptionMotives LearningAttitudes Personality & self-conceptLifestyles © 2014 Cengage Learning. All Rights Reserved. This edition is intended for use outside of the U.S. only, with content that may be different from the U.S. Edition. May not be scanned, copied, duplicated, or posted to a publicly accessible website, in whole or in part.

28. © iStockphoto.com/hh5800 Perception The process of selecting, organizing, and interpreting information inputs to produce meaning Information inputs  Sensations received through sight, taste, hearing, smell, and touch 7-28 © 2014 Cengage Learning. All Rights Reserved. This edition is intended for use outside of the U.S. only, with content that may be different from the U.S. Edition. May not be scanned, copied, duplicated, or posted to a publicly accessible website, in whole or in part.

29. © iStockphoto.com/hh5800 The Perception Process 7-29 1 3 2 Selective Exposure Selective Distortion Selective Retention © 2014 Cengage Learning. All Rights Reserved. This edition is intended for use outside of the U.S. only, with content that may be different from the U.S. Edition. May not be scanned, copied, duplicated, or posted to a publicly accessible website, in whole or in part.

30. © iStockphoto.com/hh5800 The Perception Process Selective exposure  The process by which some inputs are selected to reach awareness and others are not Selective distortion  An individual’s changing or twisting of information that is inconsistent with personal feelings or beliefs Selective retention  Remembering information inputs that support personal feelings and beliefs and forgetting inputs that do not 7-30 © 2014 Cengage Learning. All Rights Reserved. This edition is intended for use outside of the U.S. only, with content that may be different from the U.S. Edition. May not be scanned, copied, duplicated, or posted to a publicly accessible website, in whole or in part.

31. © iStockphoto.com/hh5800 Motives Motive  An internal energizing force that directs a person’s behavior toward satisfying needs or achieving goals Maslow’s Hierarchy of Needs  The five levels of needs that humans seek to satisfy, from most to least important Patronage Motives  Motives that influence where a person purchases products on a regular basis 7-31 © 2014 Cengage Learning. All Rights Reserved. This edition is intended for use outside of the U.S. only, with content that may be different from the U.S. Edition. May not be scanned, copied, duplicated, or posted to a publicly accessible website, in whole or in part.

32. © iStockphoto.com/hh5800 Maslow’s Hierarchy of Needs 7-32 © 2014 Cengage Learning. All Rights Reserved. This edition is intended for use outside of the U.S. only, with content that may be different from the U.S. Edition. May not be scanned, copied, duplicated, or posted to a publicly accessible website, in whole or in part.

33. © iStockphoto.com/hh5800 Learning Changes in an individual’s thought processes and behavior caused by information and experience  Sources of learning:  Behavioral consequences  Information processing  Experience 7-33 © 2014 Cengage Learning. All Rights Reserved. This edition is intended for use outside of the U.S. only, with content that may be different from the U.S. Edition. May not be scanned, copied, duplicated, or posted to a publicly accessible website, in whole or in part.

34. © iStockphoto.com/hh5800 Attitudes An individual’s enduring evaluation of feelings about and behavioral tendencies toward an object or idea  Can be positive or negative  Three major components:  Cognitive – Knowledge and information  Affective – Feelings and emotions  Behavioral – Actions regarding the object or idea 7-34 © 2014 Cengage Learning. All Rights Reserved. This edition is intended for use outside of the U.S. only, with content that may be different from the U.S. Edition. May not be scanned, copied, duplicated, or posted to a publicly accessible website, in whole or in part.

35. © iStockphoto.com/hh5800 Role of Attitudes in Decision Making  Seeking to understand attitudes has resulted in two major academic models:  Attitude toward the object (the Fishbein model)  Can be used to understand, and possibly predict, a consumer’s attitude  Behavioral intentions model (the Theory of Reasoned Action)  Rather than focusing on attributes, focuses on intentions to act or purchase  Considers consumer perceptions of what other people, such as peers, believe is the best choice among a set of alternatives 7-35 © 2014 Cengage Learning. All Rights Reserved. This edition is intended for use outside of the U.S. only, with content that may be different from the U.S. Edition. May not be scanned, copied, duplicated, or posted to a publicly accessible website, in whole or in part.

36. © iStockphoto.com/hh5800 Attitude Scales  Marketers evaluate attitudes through attitude scales – A means of measuring consumer attitudes by gauging the intensity of individuals’ reactions to adjectives, phrases, or sentences about an object  Respondents indicate the intensity of their feelings toward the object by reacting to the adjectives, phrases, or sentences in a certain way 7-36 © 2014 Cengage Learning. All Rights Reserved. This edition is intended for use outside of the U.S. only, with content that may be different from the U.S. Edition. May not be scanned, copied, duplicated, or posted to a publicly accessible website, in whole or in part.

37. © iStockphoto.com/hh5800 Discussion Point Attitudes ? Why are marketers concerned about consumer attitudes? 2-37 © 2014 Cengage Learning. All Rights Reserved. This edition is intended for use outside of the U.S. only, with content that may be different from the U.S. Edition. May not be scanned, copied, duplicated, or posted to a publicly accessible website, in whole or in part.

38. © iStockphoto.com/hh5800 Personality A set of internal traits and distinct behavioral tendencies that result in consistent patterns of behavior in certain situations  There is a weak association between personality and buying behavior  However, a number of marketers are convinced that consumers’ personalities do influence types and brands of products purchased  Marketers take aim at personality types in their campaigns 7-38 © 2014 Cengage Learning. All Rights Reserved. This edition is intended for use outside of the U.S. only, with content that may be different from the U.S. Edition. May not be scanned, copied, duplicated, or posted to a publicly accessible website, in whole or in part.

39. © iStockphoto.com/hh5800 Self-Concept A perception or view of oneself  Closely linked to personality  Individuals develop and alter their self- concepts based on an interaction between psychological and social dimensions  Research shows that:  Buyers purchase products that reflect and enhance their self-concepts  Purchase decisions are important to the development and maintenance of a stable self-concept 7-39 © 2014 Cengage Learning. All Rights Reserved. This edition is intended for use outside of the U.S. only, with content that may be different from the U.S. Edition. May not be scanned, copied, duplicated, or posted to a publicly accessible website, in whole or in part.

40. © iStockphoto.com/hh5800 Lifestyles An individual’s pattern of living expressed through activities, interests, and opinions  Strongly influences the buying decision process  Many marketers segment markets by lifestyle  Lifestyles influence consumers’ product needs, brand preferences, types of media used, and how and where they shop 7-40 © 2014 Cengage Learning. All Rights Reserved. This edition is intended for use outside of the U.S. only, with content that may be different from the U.S. Edition. May not be scanned, copied, duplicated, or posted to a publicly accessible website, in whole or in part.

41. © iStockphoto.com/hh5800 VALS Program  A survey developed by SRI Consulting Business Intelligence  Divides people into eight types:  Segmentation is based on psychological characteristics that are correlated with purchase behavior and four key demographics  Framework that links personality with consumers’ lifestyles 7-41 InnovatorsBelievers ThinkersStrivers AchieversMakers ExperiencesSurvivors © 2014 Cengage Learning. All Rights Reserved. This edition is intended for use outside of the U.S. only, with content that may be different from the U.S. Edition. May not be scanned, copied, duplicated, or posted to a publicly accessible website, in whole or in part.

42. © iStockphoto.com/hh5800 VALS Types 7-42 © 2014 Cengage Learning. All Rights Reserved. This edition is intended for use outside of the U.S. only, with content that may be different from the U.S. Edition. May not be scanned, copied, duplicated, or posted to a publicly accessible website, in whole or in part.

43. © iStockphoto.com/hh5800 Social Influences on the Buying Decision Process 7-43 Social Influences Roles Family Influences Reference Groups Opinion Leaders Digital Networks Social Classes Culture and Subcultures © 2014 Cengage Learning. All Rights Reserved. This edition is intended for use outside of the U.S. only, with content that may be different from the U.S. Edition. May not be scanned, copied, duplicated, or posted to a publicly accessible website, in whole or in part.

44. © iStockphoto.com/hh5800 Social Influences The forces other people exert on one’s buying behavior  Roles – Actions and activities that a person in a particular position is supposed to perform based on expectations of the individual and surrounding persons  Family influences have a direct impact on the buying decision process  Consumer socialization – The process through which a person acquires the knowledge and skills to function as a consumer 7-44 © 2014 Cengage Learning. All Rights Reserved. This edition is intended for use outside of the U.S. only, with content that may be different from the U.S. Edition. May not be scanned, copied, duplicated, or posted to a publicly accessible website, in whole or in part.

45. © iStockphoto.com/hh5800 Types of Family Decision Making 7-45 © 2014 Cengage Learning. All Rights Reserved. This edition is intended for use outside of the U.S. only, with content that may be different from the U.S. Edition. May not be scanned, copied, duplicated, or posted to a publicly accessible website, in whole or in part.

46. © iStockphoto.com/hh5800 Discussion Point 3-46 © 2014 Cengage Learning. All Rights Reserved. This edition is intended for use outside of the U.S. only, with content that may be different from the U.S. Edition. May not be scanned, copied, duplicated, or posted to a publicly accessible website, in whole or in part.

47. © iStockphoto.com/hh5800 Social Influences Reference group  A group that a person identifies with so strongly that he or she adopts the values, attitudes, and behavior of group members  Types of reference groups:  Membership – A group to which an individual belongs  Aspirational – A group to which an individual wants to belong  Disassociative – A group to which an individual does not want to belong 7-47 © 2014 Cengage Learning. All Rights Reserved. This edition is intended for use outside of the U.S. only, with content that may be different from the U.S. Edition. May not be scanned, copied, duplicated, or posted to a publicly accessible website, in whole or in part.

48. © iStockphoto.com/hh5800 Social Influences Opinion leader  A member of an informal group who provides information about a specific topic to other group members  Likely to be most influential when:  consumers have high product involvement but low product knowledge  They share the opinion leader’s values and attitudes  The product details are numerous or complicated 7-48 © 2014 Cengage Learning. All Rights Reserved. This edition is intended for use outside of the U.S. only, with content that may be different from the U.S. Edition. May not be scanned, copied, duplicated, or posted to a publicly accessible website, in whole or in part.

49. © iStockphoto.com/hh5800 Examples of Opinion Leaders and Topics 7-49 © 2014 Cengage Learning. All Rights Reserved. This edition is intended for use outside of the U.S. only, with content that may be different from the U.S. Edition. May not be scanned, copied, duplicated, or posted to a publicly accessible website, in whole or in part.

50. © iStockphoto.com/hh5800 Social Influences Social class  An open group of individuals with similar social rank  Interact most often with those of the same class  People can move in and out of different groups  Individuals within social classes develop and assume common behavioral patterns  Class affects shopping patterns and types of stores frequented 7-50 © 2014 Cengage Learning. All Rights Reserved. This edition is intended for use outside of the U.S. only, with content that may be different from the U.S. Edition. May not be scanned, copied, duplicated, or posted to a publicly accessible website, in whole or in part.

51. © iStockphoto.com/hh5800 Social Class Behavioral Traits and Purchasing Characteristics 7-51 © 2014 Cengage Learning. All Rights Reserved. This edition is intended for use outside of the U.S. only, with content that may be different from the U.S. Edition. May not be scanned, copied, duplicated, or posted to a publicly accessible website, in whole or in part.

52. © iStockphoto.com/hh5800 Social Class Behavioral Traits and Purchasing Characteristics 7-52 © 2014 Cengage Learning. All Rights Reserved. This edition is intended for use outside of the U.S. only, with content that may be different from the U.S. Edition. May not be scanned, copied, duplicated, or posted to a publicly accessible website, in whole or in part.

53. © iStockphoto.com/hh5800 Social Class Behavioral Traits and Purchasing Characteristics 7-53 © 2014 Cengage Learning. All Rights Reserved. This edition is intended for use outside of the U.S. only, with content that may be different from the U.S. Edition. May not be scanned, copied, duplicated, or posted to a publicly accessible website, in whole or in part.

54. © iStockphoto.com/hh5800 Culture The accumulation of values, knowledge, beliefs, customs, objects, and concepts that a society uses to cope with its environment and passes on to future generations  Influences buying behavior because it permeates our daily lives  Cultural changes affect product development, promotion, distribution, and pricing  People in other regions of the world have different attitudes, values, and needs, which call for different methods of doing business as well as different types of marketing mixes 7-54 © 2014 Cengage Learning. All Rights Reserved. This edition is intended for use outside of the U.S. only, with content that may be different from the U.S. Edition. May not be scanned, copied, duplicated, or posted to a publicly accessible website, in whole or in part.

55. © iStockphoto.com/hh5800 Ethnic U.S. Subculture  African American – Consumers spend much of their money on depreciable products such as phone services, children’s clothing, and shoes  Hispanics – Spend more of their income on groceries, phone services, clothing, and shoes, while they spend less than average on health care, entertainment, and education  Asian Americans – Spend more of their income on housing, clothing, education, and personal insurance, while they spend less than average on vehicles, entertainment, alcohol, and tobacco 7-55 © 2014 Cengage Learning. All Rights Reserved. This edition is intended for use outside of the U.S. only, with content that may be different from the U.S. Edition. May not be scanned, copied, duplicated, or posted to a publicly accessible website, in whole or in part.

56. © iStockphoto.com/hh5800 Consumer Misbehavior Behavior that violates generally accepted norms of a particular society  Shoplifting  Organized retail crime  Consumer fraud  Pirating  Abusive consumers 7-56 © 2014 Cengage Learning. All Rights Reserved. This edition is intended for use outside of the U.S. only, with content that may be different from the U.S. Edition. May not be scanned, copied, duplicated, or posted to a publicly accessible website, in whole or in part.

57. © iStockphoto.com/hh5800 Motivations for Unethical or Illegal Misbehavior 2-57 © 2014 Cengage Learning. All Rights Reserved. This edition is intended for use outside of the U.S. only, with content that may be different from the U.S. Edition. May not be scanned, copied, duplicated, or posted to a publicly accessible website, in whole or in part.