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Consumer Behavior
Building Marketing Strategy 10/e
Consumer Behavior
Building Marketing Strategy 10/e

Del I. Hawkins
University of Oregon

David L. Mothersbaugh
University of Alabama

Roger J. Best
University of Oregon

Boston Burr Ridge, IL Dubuque, IA Madison, WI New York San Francisco St. Louis
Bangkok Bogotá Caracas Kuala Lumpur Lisbon London Madrid Mexico City
Milan Montreal New Delhi Santiago Seoul Singapore Sydney Taipei Toronto
CONSUMER BEHAVIOR: BUILDING MARKETING STRATEGY
Published by McGraw-Hill/Irwin, a business unit of The McGraw-Hill Companies, Inc., 1221 Avenue of the
Americas, New York, NY, 10020. Copyright © 2007 by The McGraw-Hill Companies, Inc. All rights reserved.
No part of this publication may be reproduced or distributed in any form or by any means, or stored in a data-
base or retrieval system, without the prior written consent of The McGraw-Hill Companies, Inc., including, but
not limited to, in any network or other electronic storage or transmission, or broadcast for distance learning.
Some ancillaries, including electronic and print components, may not be available to customers outside the
United States.
This book is printed on acid-free paper.

1 2 3 4 5 6 7 8 9 0 DOW/DOW 0 9 8 7 6

ISBN-13: 978-0-07-310137-8
ISBN-10: 0-07-310137-0

Editorial director: John E. Biernat

Publisher: Andy Winston
Sponsoring editor: Barrett Koger
Managing developmental editor: Nancy Barbour
Executive marketing manager: Trent Whatcott
Producer, Media technology: Janna Martin
Project manager: Marlena Pechan
Production supervisor: Gina Hangos
Senior designer: Adam Rooke
Photo research coordinator: Lori Kramer
Photo researcher: Mike Hruby
Media project manager: Joyce J. Chappetto
Typeface: 10/12 Times Roman
Compositor: Interactive Composition Corporation
Printer: R. R. Donnelley

Library of Congress Cataloging-in-Publication Data

Consumer behavior : building marketing strategy / Delbert I. Hawkins . . . [et al.].—10th ed.
p. cm. — (McGraw-Hill/Irwin series in marketing)
Includes index.
ISBN-13: 978-0-07-310137-8 (alk. paper)
ISBN-10: 0-07-310137-0 (alk. paper)
1. Consumer behavior—United States. 2. Market surveys—United States. 3. Consumer
behavior—United States—Case studies. I. Hawkins, Del I. II. Series.
HF5415.33.U6.C653 2007
658.8'3420973—dc22
2005054357

www.mhhe.com
Preface
Marketing attempts to influence the way consumers be- Then you would practice applying these principles
have. These attempts have implications for the organi- until you developed the ability to produce acceptable
zations making them, the consumers they are trying to paintings. If you had certain natural talents, the right
influence, and the society in which these attempts teacher, and the right topic, you might even produce a
occur. We are all consumers and we are all members of masterpiece. The same approach should be taken by
society, so consumer behavior, and attempts to influ- one wishing to become a marketing manager, a sales-
ence it, are critical to all of us. This text is designed to person, or an advertising director. The various factors
provide an understanding of consumer behavior. This or principles that influence consumer behavior should
understanding can make us better consumers, better be thoroughly studied. Then, one should practice ap-
marketers, and better citizens. plying these principles until acceptable marketing
strategies result. However, while knowledge and prac-
tice can in general produce acceptable strategies, great
MARKETING CAREERS marketing strategies, like masterpieces, require special
talents, effort, timing, and some degree of luck (what if
AND CONSUMER BEHAVIOR Mona Lisa had not wanted her portrait painted?).
A primary purpose of this text is to provide the student The art analogy is useful for another reason. All of
with a usable, managerial understanding of consumer us, professors and students alike, tend to ask, “How can
behavior. Most students in consumer behavior courses I use the concept of, say, social class to develop a suc-
aspire to careers in marketing management, sales, or cessful marketing strategy?” This makes as much sense
advertising. They hope to acquire knowledge and skills as an artist asking, “How can I use blue to create a great
that will be useful to them in these careers. Unfortu- picture?” Obviously, blue alone will seldom be suffi-
nately, some may be seeking the type of knowledge cient for a great work of art. Instead, to be successful,
gained in introductory accounting classes; that is, a set the artist must understand when and how to use blue in
of relatively invariant rules that can be applied across a conjunction with other elements in the picture. Like-
variety of situations to achieve a fixed solution that is wise, the marketing manager must understand when
known to be correct. For these students, the uncertainty and how to use a knowledge of social class in conjunc-
and lack of closure involved in dealing with living, tion with a knowledge of other factors in designing a
breathing, changing, stubborn consumers can be very successful marketing strategy.
frustrating. However, if they can accept dealing with This book is based on the belief that knowledge of
endless uncertainty, utilizing an understanding of con- the factors that influence consumer behavior can, with
sumer behavior in developing marketing strategy will practice, be used to develop sound marketing strategy.
become tremendously exciting. With this in mind, we have attempted to do three things.
It is our view that the utilization of knowledge of First, we present a reasonably comprehensive descrip-
consumer behavior in the development of marketing tion of the various behavioral concepts and theories that
strategy is an art. This is not to suggest that scientific have been found useful for understanding consumer be-
principles and procedures are not applicable; rather, it havior. This is generally done at the beginning of each
means that the successful application of these princi- chapter or at the beginning of major subsections in each
ples to particular situations requires human judgment chapter. We believe that a person must have a thorough
that we are not able to reduce to a fixed set of rules. understanding of a concept in order to successfully
Let us consider the analogy with art in some detail. apply that concept across different situations.
Suppose you want to become an expert artist. You Second, we present examples of how these concepts
would study known principles of the visual effects of have been utilized in the development of marketing
blending various colors, of perspective, and so forth. strategy. We have tried to make clear that these examples

v
vi Preface

are not “how you use this concept.” Rather, they are pre- positive solutions. However, developing sound posi-
sented as “how one organization facing a particular mar- tions on these issues requires an understanding of such
keting situation used this concept.” factors as information processing as it relates to
Third, at the end of each chapter and each major sec- advertising—an important part of our understanding of
tion, we present a number of questions, activities, or consumer behavior.
cases that require the student to apply the concepts. The debates described above are just a few of the
many that require an understanding of consumer be-
havior. We present a number of these topics throughout
CONSUMING AND the text. The objective is to develop the ability to apply
CONSUMER BEHAVIOR consumer behavior knowledge to social and regulatory
issues as well as to business and personal issues.
The authors of this book are consumers, as is everyone
reading this text. Most of us spend more time buying
and consuming than we do working or sleeping. We FEATURES OF THE
consume products such as cars and fuel, services such TENTH EDITION
as haircuts and home repairs, and entertainment such as
television and concerts. Given the time and energy we Marketing and consumer behavior, like the rest of the
devote to consuming, we should strive to be good at it. world, are changing at a rapid pace. Both the way con-
A knowledge of consumer behavior can be used to en- sumers behave and the practices of studying that be-
hance our ability to consume wisely. havior continue to evolve. In order to keep up with this
Marketers spend billions of dollars attempting to in- dynamic environment, the tenth edition includes a
fluence what, when, and how you and I consume. Mar- number of important features.
keters not only spend billions attempting to influence our
behavior but also spend hundreds of millions of dollars Internet and Technology
studying our behavior. With a knowledge of consumer
The Internet and technology are rapidly changing many
behavior and an understanding of how marketers use this
aspects of consumer behavior. We have integrated the
knowledge, we can study marketers. A television com-
latest research and practices concerning the Internet
mercial can be an annoying interruption of a favorite
and technology throughout the text and the cases. Ex-
program. However, it can also be a fascinating opportu-
amples include:
nity to speculate on the commercial’s objective, target
audience, and the underlying behavior assumptions. In- • Multi-channel shopping
deed, given the ubiquitous nature of commercials, an un- • e-fluentials and Internet mavens
derstanding of how they are attempting to influence us or • Behavioral targeting and viral marketing
others is essential to understand our environment. • Technographics segments
Throughout the text, we present examples that illus-
trate the objectives of specific marketing activities. By Continued Global Emphasis
studying these examples and the principles on which Previous editions have included a wealth of global ma-
they are based, one can develop the ability to discern terial, and this edition is no exception. Most chapters
the underlying logic of the marketing activities en- contain multiple global examples woven into the text.
countered daily. In addition, Chapter 2 and several of the cases are de-
voted to global issues. New global examples include:
SOCIAL RESPONSIBILITY • Bollywood (India) goes global
AND CONSUMER BEHAVIOR • Roper Starch global lifestyle segments
• Starbucks in Asia
What are the costs and benefits of direct-to-consumer • Renault taps emerging global markets
(DTC) advertising of pharmaceutical products? How
much more needs to be done to protect the online pri- Updated DDB Life Style
vacy of children? These issues are currently being de-
bated by industry leaders and consumer advocacy
Study™ Data
groups. As educated citizens, we have a responsibility The DDB Life Style Study™ Data is completely new
to take part in these sorts of debates and work toward for this edition. It comes from DDB’s 2004 survey (the
 Preface vii

most recent data we can get you access to!) and is devoted to social and regulation issues relating to mar-
packed with exciting new variables of interest relating keting practice. Several of the cases are also focused on
to culture, self-concept, decision making, marketing ethical or regulatory issues, including all of the cases
regulation, technology, and Internet shopping. We following Part Six.
think this update offers an improved learning experi-
ence for students.
Internet Exercises
The Internet is a major source of data on consumer be-
Addition of a New Author havior and a medium in which marketers use their
to the Team knowledge of consumer behavior to influence con-
sumers. A section at the end of each chapter has Inter-
Our book is now in its tenth edition. We continue to
net assignments to enhance students’ understanding of
strive to provide the most current, relevant, and balanced
how marketers are approaching consumers using this
presentation of consumer behavior in the context of
medium.
building marketing strategy. As part of that ongoing tra-
dition, we are pleased to announce the addition of a new
author to our team—David L. Mothersbaugh from The DDB Life Style Study™ Data
University of Alabama. David brings the same passion,
enthusiasm, and devotion to the book’s core mission that
Analyses (New Data for the
we have been nurturing for nearly three decades. Tenth Edition!)
Each relevant chapter poses a series of questions that
require students to analyze data from the annual DDB
CHAPTER FEATURES Life Style Study™ survey. These data are available in
Each chapter contains a variety of features designed to spreadsheet format on the disk that accompanies this
enhance students’ understanding of the material as well text. These exercises increase students’ data analysis
as to make the material more fun. skills as well as their understanding of consumer be-
havior. The DDB data have been completely updated
for this edition to include results of their 2004 survey.
Opening Vignettes A major advantage of this new data is that it includes
Each chapter begins with a practical example that information on behaviors related to Internet use and
introduces the material in the chapter. These involve shopping.
situations in which businesses, government units, or
nonprofit organizations have used or misused con- Four-Color Illustrations
sumer behavior principles.
Print ads, Web pages, storyboards, and photos of point-
of-purchase displays and packages appear throughout
Consumer Insights the text. Each is directly linked to the text material both
by text references to each illustration and by the de-
These boxed discussions provide an in-depth look at a
scriptive comments that accompany each illustration.
particularly interesting consumer study or marketing
These illustrations, which we’ve continued to up-
practice. Each has several questions with it that are de-
date with the tenth edition, provide vivid examples and
signed to encourage critical thinking by the students.
applications of the concepts and theories presented in
the text.
Integrated Coverage
Ethical/Social Issues Review Questions
Marketers face numerous ethical issues as they apply The review questions at the end of each chapter allow
their understanding of consumer behavior in the mar- students or the instructor to test the acquisition of the
ketplace. We describe and discuss many of these issues. facts contained in the chapter. The questions require
These discussions are highlighted in the text via an memorization, which we believe is an important,
“ethics” icon in the margin. In addition, Chapter 20 is though insufficient, part of learning.
viii Preface

Discussion Questions Consumer Research

These questions can be used to help develop or test the Methods Overview
students’ understanding of the material in the chapter. Appendix A provides a brief overview of the more
Answering these questions requires the student to utilize commonly used research methods in consumer behav-
the material in the chapter to reach a recommendation ior. While not a substitute for a course or text in mar-
or solution. However, they can generally be answered keting research, it is a useful review for students who
without external activities such as customer interviews; have completed a research course. It can also serve to
therefore, they can be assigned as in-class activities. provide students who have not had such a course with
relevant terminology and a very basic understanding of
Application Activities the process and major techniques involved in consumer
research.
The final learning aid at the end of each chapter is a set
of application exercises. These require the students to
utilize the material in the chapter in conjunction with Consumer Behavior Audit
external activities such as visiting stores to observe Appendix B provides a format for doing a consumer be-
point-of-purchase displays, interviewing customers or havior audit for a proposed marketing strategy. This
managers, or evaluating television ads. They range in audit is basically a list of key consumer behavior ques-
complexity from short evening assignments to term tions that should be answered for every proposed
projects. marketing strategy. Many students have found it partic-
ularly useful if a term project relating consumer behav-
ior to a firm’s actual or proposed strategy is required.
OTHER LEARNING AIDS
IN THE TEXT
Three useful sets of learning material are presented
SUPPLEMENTAL LEARNING
outside the chapter format—cases, an overview of con- MATERIALS
sumer research methods, and a format for a consumer
We have developed a variety of learning materials to
behavior audit.
enhance the student’s learning experience and to facili-
tate the instructor’s teaching activities. Please contact
Cases your local Irwin/McGraw-Hill sales representative
for assistance in obtaining ancillaries. Or visit the
There are cases at the end of each major section of the McGraw-Hill Higher Education Web site at www.
text except the first. Many of the cases can be read in mhhe.com.
class and used to generate discussion of a particular
topic. Students like this approach, and many instructors
find it a useful way to motivate class discussion. Instructor’s Presentation CD ROM
Other cases are more complex and data intense.
The Instructor’s CD ROM to Accompany Consumer
They require several hours of effort to analyze. Still
Behavior includes all of the instructor’s resources
others can serve as the basis for a term project. We have
available for Consumer Behavior in electronic form
used several cases in this manner with success (the as-
and an easy interface that makes it even easier to access
signment is to develop a marketing plan clearly identi-
the specific items the instructor wants to use:
fying the consumer behavior constructs that underlie
the plan). • Instructor’s Manual
Each case can be approached from a variety of an- The Instructor’s Manual contains suggestions for
gles. A number of discussion questions are provided teaching the course, learning objectives for each
with each case. However, many other questions can be chapter, additional material for presentation, lec-
used. In fact, while the cases are placed at the end of the ture tips and aids, answers to the end-of-chapter
major sections, most lend themselves to discussion at questions, suggested case teaching approaches, and
other points in the text as well. discussion guides for each case.
 Preface ix

• Test Bank and Computerized Test Bank (All

New for the 10th Edition!)
ACKNOWLEDGMENTS
The test bank for the tenth edition is completely We enjoy studying, teaching, consulting, and writing
new and improved. Laurie Babin (University of about consumer behavior. Most of the faculty we know
Southern Mississippi) has created over 2000 ques- feel the same. As with every edition of this book, our
tions ranging from multiple-choice, to true-false, to goal for the tenth edition has been to make a book that
short-answer. These questions are coded according students enjoy reading and that excites them about a
to degree of difficulty and are designed with the fascinating topic.
flexibility to suit your students’ needs and your Numerous individuals and organizations helped us
teaching style. These questions cover all the chap- in the task of writing this edition. We are grateful for
ters, including material in the opening vignettes and their assistance. At the risk of not thanking all who de-
in the Consumer Insights. Questions are marked serve credit, we would like to thank Martin Horn at
with a page number so that instructors can make DDB, Tom Spencer at Claritas, Shannon McDonald at
quick reference back to the book. eMarketer, Rick Bruner at DoubleClick, and Carrie
• Digital Four-Color Ad Set Hollenberg at SRI Consulting Business Intelligence.
A set of digital four-color images of ads, picture Alexa Martinez Given and Tracy Bradshaw (The Uni-
boards, point-of-purchase displays, and so forth is versity of Alabama) deserve special thanks for their
included. These items are keyed to specific chap- countless hours of research and analysis.
ters in the text. The Instructor’s Manual relates the- We would also like to thank the many members of
ses items to the relevant concepts in the text. the McGraw-Hill Higher Education team, including
• PowerPoint Program (All New for the 10th Barrett Koger, Nancy Barbour, Marlena Pechan, Gina
Edition!) Hangos, Joyce Chappetto, Adam Rooke, and Janna
The tenth edition comes with a completely new and Martin. Particular thanks are also due to the many peo-
more comprehensive set of PowerPoint slides for ple who helped us in the development of this text. We
each chapter. They include the key material from believe that the tenth edition is improved because of
each chapter as well as additional illustrations your efforts: Jurgita Baltrusaityte, University of Illinois;
and examples to enhance the overall classroom ex- Robert Bergman, Lewis University; Sheri Bridges,
perience. These PowerPoints can be used “off the Wake Forest University; Hongsik John Cheon,
shelf,” in combination with the instructor’s own Frostburg State University; Sharon Delay, Hondros Col-
materials, and/or can be combined with the digital lege; David Hagenbuch, Messiah College; Lee Hibbitt,
four-color ad set to create powerful presentations Freed-Hardeman University; Martie R. Kazura, Berea
which include both text and non-text materials. College; Nora Martin, Claflin University; George
Miaoulis, Jr., Lynchburg College; Carlos Moore, Baylor
University; Patricia Pulliam, Benedictine College;
Video Cases Patrick Quinlan, Adrian College; Esmeralda de los
A set of video cases is available to adopters. These Santos, University of Incarnate Word; Lois Smith, Uni-
videos describe firm strategies or activities that relate versity of Wisconsin-Whitewater; Mita Sujan, Tulane
to material in the text. A guide for teaching from the University; William Williamson, Govenors State Uni-
videos is contained in the Instructor’s Manual. versity; Alan R. Wiman, Rider University; Joseph
Wisenblit, Seton Hall University; David Wright,
Abilene Christian University.
Text Web site Finally, to our colleagues at Oregon and Alabama—
The book-specific Online Learning Center, located Thanks for your ongoing support, encouragement and
at www.mhhe.com/hawkins10e, offers comprehen- friendship.
sive classroom support by providing resources for both
instructors and students. For instructors, it gives access
to downloadable teaching supplements (Instructor’s
Manual and PowerPoint slides), resource links, and Del I. Hawkins
PageOut. For students, it offers resource links and David L. Mothersbaugh
quizzes for self-testing. Roger J. Best
Walkthrough
KNOWING CONSUMER Opening Vignette
BEHAVIOR The chapter openers feature vignettes that focus on
practical examples that introduce the consumer
Marketing attempts to influence the way behavior concepts covered in the chapter.
consumers behave. These attempts have
implications for the organizations making
the attempt, the consumers they are trying
to influence, and the society in which
these attempts occur. We are all con-
sumers: the authors of this book are con-
sumers, as is everyone reading this text,
and we are all members of society, so
consumer behavior, and attempts to influ-
ence it, are critical to all of us. This text is
designed to provide an understanding of
consumer behavior. This understanding
can make us better consumers, better
marketers, and better citizens.
Throughout the text, we present examples 530

that illustrate the objectives of specific

marketing activities. By studying these
examples and the principles on which
they are based, one can develop the ability
to discern the underlying logic of the mar- Courtesy Nike, Inc.

keting activities encountered daily. Given

the time and energy we devote to consum-
ing, we should strive to be good at it, and
a knowledge of consumer behavior can be
used to enhance our ability to consume
wisely.

ILLUSTRATION 6-8
This ad for Antec
computers recog-
nizes that teens
often play an impor-
tant role in influenc-
ing family decisions
relating to technol-

Four-Color ogy.

Illustrations
Print ads, Web pages,
storyboards, and photos of
point-of-purchase displays
Courtesy Lewis P.R., Inc.

and packages appear

throughout the text.
 Part-Ending Cases

part two
Cases
There are cases at the end of each major section of the text that can be
approached from a variety of angles. They can be utilized for class
discussion, more intense efforts of analysis, or as the basis for a term CASE 2-1 Starbucks Keeps It Brewing in Asia

Asia, particularly China, is well known for its love of In a population so large, it might surprise you to
project. tea. So it may be a bit surprising how enthusiastic
Starbucks is about the Chinese market. Consider the
know that as of 2005, Starbucks has only around
150 outlets in China, a small drop in the bucket
following quote from a Starbucks executive: compared to around 4,600 in the United States. Various

Ethical/Social I am so excited about China right now I can hardly stand it.
I was in Shanghai a few weeks ago. The stores there are
full of customers. I thought China would always be a great
factors will influence the Chinese coffee market and
must be considered in Starbucks’ marketing strategy.

Demographics and Geography

Issues k f ll B i i l l d i ki

15 The discussions
regarding the numerous
ethical issues facing
What Are the Ethical Implications of Marketing This Product in This Country?
All marketing programs should be evaluated on ethical as well as financial dimensions. As
discussed at the beginning of the chapter, international marketing activities raise many eth-
ical issues. The ethical dimension is particularly important and complex in marketing to
Third World and developing countries. Consider Kellogg’s attempt to introduce cold cereal
as a breakfast food in a developing country. An ethical analysis would consider various fac-
tors including:

marketers are If we succeed, will the average nutrition level be increased or decreased?
If we succeed, will the funds spent on cereal be diverted from other uses with more ben-

highlighted in the eficial long-term impacts for the individuals or society?

If we succeed, what impact will this have on the local producers of currently consumed
breakfast products?
margin throughout the Such an ethical analysis not only is the right thing to do; it may head off conflicts with local

Information Search text.

governments or economic interests. Understanding and acting on ethical considerations in
international marketing is a difficult task. However, it is also a necessary one.

DDB Life Style Study™

The ability of consumers to search for informa- tion about shoes. For example, runners can Data Analyses
tion has increased radically since the advent of the create their own online training log, learn about
Internet. The Internet allows easy access to manu- upcoming events, learn about runner commu- Each relevant chapter poses a series of
facturers’ Web sites, to other consumers, and to nities, download running-related Nike wallpa-
third parties such as consumer groups and gov- per, and become a member and receive questions geared toward helping students
ernment agencies. It also greatly expands the
ability of marketers to provide information to
access to members-only services and the
NikeRunning.com Newsletter.
increase their data analysis skills as well as
consumers. Marketers can provide information to • Kodak’s site has various sections which their understanding of consumer behavior.
consumers who are directly seeking information provide product information to both amateur
about the firm’s products, typically through the consumers and professional users. For
company’s or brand’s home page or Web site. cinematographers (and aspiring film students), DDB LIFE STYLE STUDY™ DATA ANALYSES
Marketers can also provide consumers information Kodak offers film-comparison software, inter- 1. Based on the DDB data in Table 5A, which ethnic subcultures. What might explain these
that they are not explicitly seeking by placing ads views with cinematographers, and information heavier-user categories have the greatest differences?
in other sites on the Web. about their student film program. For their differences across the ethnic subcultures? Why is a. Enjoy shopping for items influenced by other
this the case? cultures.
Internet strategies continue to evolve. However, consumer market, they offer Kodak EasyShare
2. For which products does ownership differ the most b. Religion is a big part of my life.
most companies go well beyond simply providing Gallery, where digital pictures can be stored, c. Try to maintain a youthful appearance.
across ethnic groups (Table 5A)? Why is this the
company and product information in an electronic printed, and shared online for free. For case? d. When making family decisions, consideration of
format. Consider the following:1 NASCAR fans, they also post ongoing infor- 3. For which types of television shows (Table 5A) do kids comes first.
preferences differ the most across the ethnic e. There is not enough ethnic diversity in commer-
• Nike’s Web site has various pages relating to mation about team Kodak Racing.
Consumer Insight
its shoe and apparel lines. However, they go
2-1
• Kraft Foods’ site provides quick and easy help
subcultures? Why is this the case? cials today.
f W t t l k littl diff tf th
Bollywood
well beyond a simple place toGoes
find outGlobal
informa- with food planning and preparation. It has a

In 2003, India produced 1,100 movies, and cinema man standing on the side of the road. Alighting,
admissions were 3.4 billion. Called Bollywood, a nod to they start gyrating to pulsating Indian music, APPLICATION ACTIVITIES
America’s Hollywood, India is the leading movie pro- while the man looks on in astonishment.”
ducer and consumer in the world (the United States • In Spain, Italy, and Portugal, Coca-Cola runs 38. Watch two hours of prime-time major network e. Asian-Indian Americans
was second with 593 movies and 1.6 billion admis- an ad in which a Hindu waiter gets everyone at (ABC, CBS, FOX, or NBC) television. What f. Native Americans
sions).115 No wonder then that Indian culture is hot stuff a stuffy European party to dance and liven up by subculture groups are portrayed in the programs? 42. Interview three members of the following
especially among global teens. Consider the following: singing a Bollywood-style song after drinking Describe how they are portrayed. Do these subcultures and ascertain the extent to which they
a Coke.116
With riffs off India’s cultural cachet showing up portrayals match the descriptions in this text? How identify with the core American culture, their
everywhere—from Madonna’s use of mendhi, the Not everything coming out of Bollywood is good, how- would you explain the differences? Repeat these ethnic subculture within America, or their
traditional Indian henna art, to bhangra rhythms from ever. A World Health Organization (WHO) study finds tasks for the ads shown during the programs. nationality subculture. Also determine the extent to
northern India mixed into a Britney Spears single, that over three-quarters of films coming out of Bolly-
39. Pick a product of interest and examine the which they feel others of their ethnic/race group
advertisers are far from alone in embracing the col- wood over the past 10 years contain smoking of some
ors and sounds of the subcontinent. The trend is sort. In a country that accounts for 1 in 3 smoking-
Simmons Market Research Bureau or MediaMark feel as they do and the reasons for any differences.
even more entrenched overseas, where major cam- related deaths, WHO appears to have valid concerns.117 studies on the product in your library (these are a. African Americans
paigns with Bollywood themes are popping up from often in the journalism library on CD-ROM). b. Asian Americans
Critical Thinking Questions
the Mediterranean to the South China Sea.
1. What cultural values are companies like Absolut,
Marketers have not been shy about tapping this Nokia, and Coke tapping into in their advertising
global hip status to market to teens in the United
States, Asia, and Europe. A few examples include:

• In the United States, Absolut vodka has a

appeals?
2. How are these values different from or similar to
traditional values in the countries where they are
End-of-Chapter Materials
12-minute online “Bollywood ad” called Absolut operating?
At the end of each chapter are a series of
learning tools including Internet Exercises,
Consumer Insight Review Questions, Discussion Questions,
and Application Activities.
These boxed discussions provide an in-depth
look at a particularly interesting consumer
study or marketing practice.
DDB Life Style Study™
Data Analyses
DDB Worldwide is one of the leading advertising agen- households with three, four, or five members, and 88.5
cies in the world. One of the many services it provides percent of those from households with six or more
for its clients, as well as to support its own creative and members.
strategy efforts, is a major annual lifestyle survey. This It is possible to combine columns within variables.
survey is conducted using a panel maintained by Syno- That is, we can determine the percent of one- and two-
vate. In a panel such as this, consumers are recruited person households combined that purchased clothes
such that the panel has demographic characteristics sim- online. Because the number of respondents on which
ilar to the U.S. population. Members of the panel agree the percentages are based differs across columns, we
to complete questions on a periodic basis. can’t simply average the cell percentage figures. In-
stead, we need to convert the cell percentages to num-
bers by multiplying each cell percentage times the
THE DATA number in the sample for that column. Add the num-
The 2004 DDB Life Style Study™ involved more than bers for the cells to be combined together and divide
3,300 completed questionnaires. These lengthy ques- the result by the sum of the number in the sample for
tionnaires included hundreds of attitude, activity, inter- the combined cells’ columns. The result is the percent-
est, opinion, and behavior items relating to consumers, age of the combined column categories that engaged in
their consumption, and their lifestyles. The question- the behavior of interest.
naires also contained numerous questions collecting The data available on the disk are described below.
demographic and media preference data.
DDB has allowed us to provide a portion of these
data in spreadsheet format in the disk that accompanies COLUMN VARIABLES
this text. The data are presented in the form of cross- FOR THE DATA TABLES
tabulations at an aggregate level with the cell values
being percents. For example,
Tables
1A & 1B Household size, marital status, number of
Household Size
children at home, age of youngest child at
1 2 3–5 6+ home, age of oldest child at home.
Number in Sample 523 1294 1351 133 2A & 2B For married female respondents, their
Own a DVD player 49.0% 68.2% 84.3% 88.5%
spouse’s level of employment. For mar-
Purchased clothes 11.0 12.4 15.3 13.1 ried male respondents, their spouse’s
online level of employment.
Visited a fast-food 46.6 54.1 69.1 74.7
restaurant 3A & 3B Household income, education level of
respondent, perceived tech savvy.
4A & 4B Occupation of respondent.
The example indicates that 49.0 percent of the 523
respondents from one-person households own a DVD 5A & 5B Ethnic subculture, age, cognitive age
player, compared with 68.2 percent of the 1,294 from (feel a lot younger than my age).
two-person households, 84.3 percent of those from 6A & 6B Gender, geographic region.

xiii
xiv DDB Life Style Study™ Data Analyses

7A & 7B Ideal self-concept traits (adventurous, af- MP3 Player

fectionate, ambitious, assertive, careful, Personal computer
competitive, easy-going, independent,
Cellular phone
masculine, sensitive, tolerant, traditional,
youthful). Individual retirement account
Car
ROW VARIABLES FOR Home
ATV or off-road motorcycle
TABLES 1A THROUGH 7A Dog
Cat
Heavier User Behaviors and
Types of TV Shows Watched Regularly
Product Ownership
Children’s shows
General Behaviors Comedy
Drama
Read books/articles about health
Home improvement
Visited gourmet coffee bar or café
Visited fast-food restaurant News/political
Went on weight reducing diet Religious programming
Went dancing at a club Sports
Played bingo Weather
Worked in the garden
Jogged
Went camping
Rented a DVD
ROW VARIABLES FOR
Traveled to another country TABLES 1B THROUGH 7B
Attended church/place of worship
Consumption Behaviors
Attitude/Activity/Interest/
Behavior Relating to . . .
Dessert
Diet sodas
Culture
Sports drinks
Cordials, liqueurs or other after-dinner drinks Enjoy shopping for items influenced by other
Chocolate bars cultures
Premium ice cream Interested in the cultures of other countries

Shopping Activities Values

Purchased from mail order catalog I work hard most of the time
Shopped at a convenience store Religion is a big part of my life
Purchased items for home at discount retailer Men concerned with latest styles and fashions aren’t
Bought a store’s own brand masculine
Used a price coupon Make a special effort to buy from environmentally
friendly businesses
Product Ownership Work at trying to maintain a youthful appearance
DVD A commercial that features people of my race
PVR speaks more directly to me
 DDB Life Style Study™ Data Analyses xv

There is not enough ethnic diversity in commercials The Internet is the best place to get information
today about products and services
I make a strong effort to recycle Consider myself tech savvy
Gender and Family In making big decisions, I go with my heart rather
than my head
Individuality is an important value to pass down to
Making purchases with a credit card over the Inter-
kids
net is too risky
A woman’s place is in the home
Worry about others getting private information
When making family decisions, consideration of the about me
kids comes first
Brands, Innovators, and Opinion Leadership Shopping and Loyalty

Friends and neighbors come to me for advice about Am an impulse buyer

brands and products Stick with favorite brand even if something else is
I am usually among the first to try a new product on sale
I try to stick to well-known brand names Pay more for better service

Motivation, Personality, and Extended Self Our family is in too much debt

View shopping as a form of entertainment Marketing Regulation

Want to look a little different from others Avoid buying products advertised on shows with
Have more self-confidence than friends sex or violence
Brands I buy are a reflection of who I am TV commercials place too much emphasis on sex
The car I drive is a reflection of who I am Most big companies are just out for themselves
Clothes I wear reflect who I am as a person Advertising directed at children should be taken
Information Search and Decision Making off TV

Consult consumer reports before making a major Internet Use and Purchase
purchase
Used the Internet in the past 12 months
Nutritional information on label influences what I
buy Purchased auto insurance online
Information in advertising helps me to make better Purchased clothes online
decisions Purchased concert/play/sports tickets online
Other documents randomly have
different content
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