On Becoming a Consumer: Development of Consumer Behavior Patterns in Childhood成为消费者：儿童消费行为模式的开发

作者： James U. McNeal著

出 版 社：

出版时间： 2007-1-1字数：版次：页数： 408印刷时间： 2007/01/01开本： 16开印次：纸张： 胶版纸I S B N ： 9780750683357包装： 精装内容简介

The book demonstrates how consumer development is intertwined with cognitive and motor development; each of the three dependent on the other two. Showing consumer behavior being responsible for body and mind development is new thinking; yet, the examples are clearly presented so that any interested person can grasp them. Presenting consumer behavior in stages of development, while logical, is essentially new also. We are familiar with cognitive development, for example, being described in stages, but not CB. In fact, stages of cognitive development are sometimes used as a framework for explaining consumer behavior but not its development as such. In this sense then, the book might be considered cutting edge as compared to one that offers a slightly different approach to the existing thought on consumer behavior.

focuses on the *process* of how young children become consumers;

takes developmental approach to a key area in consumer marketing;

provides theory and international examples, including several drawn from the authors experience in China.

目录

Part I INTRODUCTION

1ON BECOMING A CONSUMER

Vignette: Yulan Wang Becomes a Fast-Food Consumer

Introduction

What Is Consumer Behavior and Who Is a Consumer?

Independent and Dependent Consumer Behavior

Why Dwell on the Development of Consumer Behavior Patterns in Childhood?

Most Behavior of People Is Consumer Behavior

Consumer Behavior Is 24/7/360

Consumer Behavior Provides for Others

Consumer Behavior Is for Self-Image

Consumer Behavior Is Part of the Imagination

Consumer Behavior Facilitates Cognitive and Physical Development

Consumer Behavior Is the Most Gratifying of All Activities

Consumer Behavior Is the Essence of a Developed Society

Consumer Behavior Is a Directive to Marketers

What Is Meant by Consumer Development?

Stage One: Observation (0-6 Months)

Stage Two: Requesting/Seeking (6-24 Months)

Stage Three: Selecting/Taking (24-48 Months)

Stage Four: Co-Purchase (48-72 Months)

Stage Five: Independent Purchase (72-100 Months)

In the Rest of the Book

Part II ENVIRONMENTS IN WHICH CONSUMER BEHAVIOR PATTERNS DEVELOP

2 THE PHYSICAL ENVIRONMENT AND ITS INFLUENCE ON THE DEVELOPMENT OF CONSUMER BEHAVIOR PATTERNS

Vignette: Tony's Photo of His Favorite Place and Favorite Things

The Two Environments: Physical versus Social

The Contents of the Physical Environment: Objects, Objects, Objects

The Nature of the Physical Environment

It Develops with the Child

It Participates in the Child's Development

It Is Inanimate but Can Seem Animate to Children

It Is Mostly Commercial

It Has Its Dangerous Side

Origins of the Physical Environment

Discussion

3THE SOCIAL ENVIRONMENT: CONTRIBUTIONS OF SOCIAL OBJECTS TO THE DEVELOPMENT OF CONSUMERS

Vignette: Two-Year-Old Howie Finds His Favorite Brand at Daycare

Children's Two Environments: Social and Physical

Contents of the Child's Social Environment: People and Near-People

Nature of the Social Environment: Adults and Peers

Stages of Social Development

Becoming a Relational Person

Becoming a Boy or Girl

Identity Formation

Cognitions of Self

Cognitions of Others

Discussion

Part III THE RELATIONSHIP BETWEEN CONSUMER DEVELOPMENT AND THE DEVDLOPMENT OF THE PERSON

Part IV STAGES OF CONSUMER BEHAVIOR DEVELOPMENT