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Leon Schiffman | Aron O’Cass | Angela Paladino | Jamie Carlson
Consumer
Behaviour
Consumer Behaviour
h
6tIO N
EDIT
The trusted resource for consumer

behaviour theory and practice
Consumer behaviour is a fascinating subject

and is central to the planning, development and
implementation of effective marketing strategies.
In this text the authors clearly explain consumer

behaviour theory and practice, the use and
importance of consumer research and how social
and cultural factors influence consumer decision
making. New local and international case studies
and fresh advertising examples help students to
ground the theory and put it into context.
Leon Schiffman | Aron O’Cass | Angela Paladino | Jamie Carlson
EDIT
6tIhON
Consumer
Behaviour 6tTIhON
EDI
Copyright © Pearson Australia (a division of Pearson Australia Group Pty Ltd) 2014 – 9781442561533 - Schiffman/Consumer Behaviour 6e
consumer behaviour 6th ed.indd 1 26/07/13 1:36 PM

VII
Summary 65 The development of motivational research 99

Discussion questions 66 Qualitative research techniques used in
Exercises 66 motivational research 100
Key terms 67 Motivational research today 101
Notes 67 ◗ Ethics and consumer motivation 102
Summary 104
Part 2 The consumer as an Discussion questions 104
individual 71 Exercises 105
Key terms 105
3 Consumer needs and
Notes 106
motivation 72
◗ What is motivation? 74 4 Personality and self-concept 108
◗ What is personality? 110
◗ Needs 74
The nature of personality 110
Goals 75
The selection of goals 78 ◗ Theories of personality 111
Interdependence of needs and goals 80 Freudian theory 111
◗ Positive and negative motivation 80 Neo-Freudian personality theory 114
Trait theory 115
◗ Rational versus emotional motives 82
◗ Personality and consumer behaviour 118
◗ The dynamic nature of motivation 83 Consumer innovativeness 118
Needs are never fully satisfied 83 Consumer dogmatism 119
New needs emerge as old needs are Consumer social character 119
satisfied 83 Need for uniqueness 120
Success and failure influence goals 84 Consumer susceptibility to interpersonal
Substitute goals 85 influence 120
◗ Frustration 85 Optimum stimulation level 121
Variety seeking 122
Defence mechanisms 85 Cognitive personality factors 123
Multiplicity of needs 86 From fixated consumers to compulsive
Needs and goals vary among individuals 87 buying and consumption 128
◗ Arousal of motives 87 Consumer ethnocentrism: responses to
Physiological arousal 87 foreign-made products 130
Emotional arousal 87 Consumer self-concept 132
Cognitive arousal 87 ◗ Self and self-images 132
Environmental arousal 88
One self or multiple selves? 132
◗ Types and systems of needs 88 The make-up of the self-image 132
Hierarchy of needs 90 The extended self 134
An evaluation of the needs hierarchy 92 Altering the self 136
A trio of needs 95 Brand personality 136
◗ The measurement of motives 96
Summary 140
Discussion questions 141
◗ Motivational research 99 Exercises 141
A01_SCHIF61533_06_LT_FM.indd 7 23/07/13 4:10 PM

VIII
Key terms 141 ◗ Behavioural learning theories 202

Notes 142 Classical conditioning 202
5 Consumer perception 146 Marketing applications of classical
conditioning 204
◗ Sensory dynamics of perception 148
Instrumental conditioning 208
Sensation 148 ◗ Information processing and cognitive
The absolute threshold 149 learning 213
The differential threshold 151
Information processing 213
◗ Subliminal perception 154
Involvement theory 219
Evaluating the effectiveness of
◗ Outcomes and measures of consumer
subliminal persuasion 155 learning 228
◗ Elements of perception 156
Recognition and recall measures 229
Selective perception 157 Brand loyalty and brand equity 229
Perceptual organisation 160 Summary 237
Perceptual interpretation 164 Discussion questions 238
◗ Consumer imagery 166 Exercises 238
Positioning and repositioning products Key terms 239
and services 166 Notes 239
◗ Perceived price 173 7 Consumer attitudes—attitude
Reference price 173 development and change 244
◗ Perceived quality 174 ◗ What are attitudes? 246
Perceived quality of products 175 The attitude ‘object’ 246
Perceived quality of services 177 Attitudes are a learned predisposition 246
Price–quality relationship 180 Attitudes have consistency 246
Store image 182 Attitudes occur within a situation 247
Manufacturer’s image 185 ◗ Structural models of attitudes 247
Perceived risk 185
Perception of risk varies 186 Tricomponent attitude model 248
How consumers handle risk 187 Multi-attribute attitude models 251
Implications for new products 188 Theory of trying to consume 254
Attitude-towards-the-ad models 256
◗ Ethics and consumer perception 188
◗ Attitudes towards ads: using fear and
Summary 190 humour 257
Discussion questions 190
Exercises 191 Consumer behaviour and fear 257
Key terms 192 Consumer behaviour and humour 258
Notes 192 ◗ Attitude formation 260
6 Consumer learning and How attitudes are learned 260

involvement 198 Sources of influence on attitude
formation 261
◗ Consumer learning 200 The impact of personality on attitude
The elements of consumer learning 200 formation 262

IX
◗ Strategies of attitude change 262 Message framing 304

Changing the basic motivational function 262 One-sided versus two-sided messages 304
Associating the product with an Comparative advertising 304
admired group or event 264 Order effects 305
Resolving two conflicting attitudes 264 Repetition 305
Altering components of the multi- Emotional advertising appeals 306
attribute model 265 ◗ The channel (medium) 309
Changing beliefs about competitors’ Mass media strategy 310
brands 267
◗ The receiver 311
The elaboration likelihood model (ELM) 267
◗ Behaviour can precede or follow ◗ Feedback 312
attitude formation 268
Audience participation 314
Cognitive dissonance theory 268 Summary 314
Attribution theory 269 Discussion questions 315
Summary 272 Exercises 316
Discussion questions 273 Key terms 317
Exercises 274 Notes 318
Key terms 274
Notes 275 9 The family 322
◗ Foundations of the family 324
Part 3 Consumers in their ◗ Functions of the family 327
social and cultural Socialisation of family members 327
settings 281 Economic well-being 331
Emotional support 331
8 Social influences on Provision of family lifestyle 331
consumer behaviour 282
◗ The family life cycle 333
◗ Communication via the media 284
Traditional family life cycle 334
The source as message initiator 284 Stage I: young singles 334
Credibility 285 Stage II: young marrieds 334
◗ Reference groups 288 Stage III: parenthood 335
What is a group? 288 Stage IV: post-parenthood 336
What are reference groups? 289 Stage V: dissolution 336
Modifications to the FLC model 336
◗ Informal sources and word-of-mouth 295 Consumption in non-traditional families 339
Strategic marketing applications of ◗ Family decision making 339
word-of-mouth 296
The word-of-mouth environment and Family roles 341
e-WOM 296 Dynamics of husband–wife decision
making 345
◗ The message 301 Variations by stage in the decision-
Communication strategy 301 making process 347
Persuasive message strategies 302 Children 348
Overcoming barriers to communication 304 Summary 351

X
Discussion questions 351 Key terms 387

Exercises 352 Notes 387
Key terms 353
Notes 353
11 The influence of culture on
consumer behaviour 390
10 Social class and consumer ◗ What is culture? 392
behaviour 356
The invisible hand of culture 393
◗ Is Australia a classless society? 358 Culture satisfies needs 395
◗ What is social class? 358
Culture is learned 396
Culture is shared 401
Social class and social status 358 Culture is dynamic 402
Social class categories 360
◗ The measurement of culture 403
◗ The measurement of social class 361
Content analysis 403
Subjective measures 362 Consumer fieldwork 404
Reputational measures 363 Value measurement survey instruments 405
Objective measures 363 ◗ Australian core values 409
◗ Lifestyle profiles of the social classes 372
Ten core Australian values 411
◗ The emerging Chinese middle class 372 ◗ American core values 414
◗ Social class mobility 375 Eleven core American values 414
Signs of downward mobility 376 ◗ Achievement and success 414
◗ Geodemographic clustering 377 Core values are not only an Australian

or American phenomenon 420
◗ The affluent consumer 378 Core values for services 420
Media exposure of the affluent consumer 379 ◗ Towards a shopping culture 422
Segmenting the affluent market 380
◗ Consumer materialism and the impact
◗ Middle-class consumers 380 of materialistic values 423
Moving up to more ‘near’ luxuries 381 Summary 425
Cashed-up bogans (CUBs) 381 Discussion questions 425
◗ The working class and other non- Exercises 426
affluent consumers 382 Key terms 426
Notes 426
◗ Selected consumer behaviour
applications of class 382 12 Subcultural aspects of
Clothing, fashion and shopping 382 consumer behaviour 430
Home decoration 383 ◗ What is a subculture? 432
Pursuit of leisure 383
Saving, spending and credit 384 ◗ Ethnic subcultures 433
Social class and communication 385 NESB cultures in Australia 433
Summary 385 Asian-Australian consumers 437
Discussion questions 386 Sojourners 438
Exercises 386 Indigenous subcultures 438

XI
◗ Religious subcultures 439 Adaptive global marketing 470

Frameworks for assessing multinational
◗ Geographic and regional subcultures 440 strategies 472
◗ Racial subcultures 440 Cross-cultural psychographic
segmentation 473
◗ Age subcultures 440 Marketing mistakes: a failure to
understand differences 475
Generation Y market 443
Generation X market 444 Summary 477
The baby boomer market 445 Discussion questions 478
The elderly consumer 447 Exercises 478
Key terms 479
◗ Gender as a subculture 449
Note 479
Gender roles and consumer behaviour 449
Consumer products and gender roles 449 Part 4 The decision-
Women in paid employment 449
And what about men? 451 making process 483
The gay market 451
14 Decision making 484
◗ Subcultural interaction 451
◗ What is a decision? 486
Summary 452
Discussion questions 452 ◗ Levels of consumer decision making 487
Exercises 452 Extensive problem solving 487
Key terms 453 Limited problem solving 487
Notes 453 Routinised-response behaviour 487
13 Cross-cultural consumer ◗ Four views of consumer decision
behaviour: An international making 488
perspective 456 Economic model 488
◗ The imperative to be multinational 459 Passive model 489
Cognitive model 489
Acquiring exposure to other cultures 460 Emotional model 490
Country-of-origin effects 460
◗ A model of consumer decision making 492
◗ Cross-cultural consumer analysis 462
Input 492
Similarities and differences among people 462
Process 493
The content and structure of value types 464
Output 510
Time effects 465
The growing global middle class 466 ◗ Consumer gifting behaviour 515
Acculturation is a necessary marketing
◗ Beyond the decision: Using and
viewpoint 467 possessing 520
Distinctive characteristics of cross-
cultural analysis 468 Products have special meanings and
Applying research techniques 468 memories 520
◗ Alternative multinational strategies: ◗ Relationship marketing 522
Global versus local 470 Summary 526
Favouring a world brand 470 Discussion questions 527

XII
Exercises 528 Part 5 Consumer

Key terms 528
behaviour and
Notes 528
society 567
15 Consumer influence and
diffusion of innovations 534 16 Public policy and consumer
protection 568
◗ Diffusion of innovations 536
◗ Ethics in marketing 571
◗ The diffusion process 536
The perils of precision targeting 573
The innovation 537 ◗ Manipulating consumers 576
The channels of communication 542
The social system 544 Forced exposure to advertising 576
Time 544 Tinkering with consumers’ perceptions 576
Covert marketing 578
◗ The adoption process 551 Socially undesirable representations 578
Stages in the adoption process 551 ◗ The social responsibility of marketers 580
The adoption process and information
Consumer ethics 581
sources 552
◗ The consumer movement 584
◗ A profile of the consumer innovator 553
Defining the consumer innovator 553 ◗ Public policy and its link to consumer
Interest in the product category 554 protection 585
The innovator is an opinion leader 555 ◗ Consumer legislation and government 587
Personality traits 556
Perceived risk and venturesomeness 556 Consumer avenues to seek redress 590
Deregulation, corporatisation and
Purchase and consumption characteristics 558
privatisation 591
Media habits 558
Social characteristics 558 ◗ Advertising and public policy 593
Demographic characteristics 559 Deceptive advertising 593
Are there generalised consumer Advertising standards and codes 594
innovators? 560 Advertising to the child consumer 596
Use-innovativeness 560 Sexism in advertising 596
Summary 561 Cigarette and alcohol advertising 596
Discussion questions 562 Green marketing and advertising 598
Exercises 562 Corrective advertising and consumer
Key terms 563 research 599
Notes 563 ◗ Packaging and pricing issues 602

XIII
Packaging-to-price deception 602 ◗ The nature of consumer attitudes 639

Nutritional labelling 602
◗ Facebook check-in: A new form of
◗ Consumer education 604 e-word-of-mouth 642
◗ Consumer behaviour research ◗ Responding to the growth in the lone-
priorities 606 person household in Australia 646
Summary 608 ◗ Coach reaches Asia’s emerging middle
Discussion questions 608 class 650
Exercises 609
Key terms 610 ◗ The China syndrome: Cultural
Notes 610 misunderstandings can lead to
Case Studies 615 marketing failures 653
◗ iSnack 2.0: It looked good on paper … 615 ◗ IKEA: Crossing cultural boundaries to
furnish the globe 657
◗ Moleskine: Integrating the techno and
the retro 620 ◗ The Australian dairy industry:
Exploring market opportunities for
◗ Tasmanian wine: Best served with a dairy products in China 660
unique cultural experience 624
◗ Building the buzz with Red Bull 662
◗ You get me: Personality and self-
concept in consumer behaviour—the ◗ Mobile commerce and new interactive
case of Lush 629 touch points to engage customers 665
◗ Speaking out on skin cancer 668
◗ Zealong: The story of perfecting tea
perceptions 633
Glossary 672
◗ Our everyday idols 635 Index 693

XIV
How to use this book
Part opener
Each part opens with a concise summary of the section’s
main focus and a breakdown of the chapters pertaining to
L
it. A model of consumer decision making follows, with the
The
2
Part
ral environment
nication and reference groups related section highlighted for usability.
consumer
class
and subculture
leadership and diffusion of innovation
policy and consumer protection
as an DECISION-MAKING MODEL
The
2
Part
individual
ical field
mer needs and motivation External influences
ality and self INPUT
ion Firm’s marketing strategies Sociocultural environment
g and involvement a Products a Communication and reference groups
es b Promotion b Family
consumer
c Pricing c Social class
onal field d Channels of distribution d Culture and subculture
ational buying e Market segmentation e Opinion leadership and diffusion of innovation
f Public policy and consumer protection
Consumer needs and motivation

Experience Personality and self-concept
Consumer perception PROCESS
Decision making
as an
individual
Need recognition Psychological field
a Consumer needs and motivation
Learning and consumer involvement b Personality and self
c Perception
d Learning and involvement
The nature of consumer attitudes e Attitudes
Organisational field
Part 2 discusses the consumer as an individual. Chapters 3 to 7 provide the reader with a comprehensive Pre-purchase search a Organisational buying
picture of consumer psychology. The objectives of these chapters are (1) to explain the basic psychological
concepts that account for individual behaviour and (2) to show how these concepts influence the individual’s
consumption-related behaviour.
Consumer needs and motivation
Experience Personality and self-concept
Evaluation of
alternatives
Consumer perception
Learning and consumer involvement
The nature of consumer attitudes
OUTPUT Post-decision behaviour Part 2 discusses the consumer as an individual. Chapters 3 to 7 provide the reader with a comprehensive
picture of consumer psychology. The objectives of these chapters are (1) to explain the basic psychological
Purchase
concepts that account for individual behaviour and (2) to show how these concepts influence the individual’s
a Trial
b Repeat purchase
consumption-related behaviour.
Post-purchase evaluation
Chapter overview
Each chapter opens associations
associationsbetweenbetween differentdifferent productsproducts under under
with a powerful colour the same the brand

innovations
are all aspects
same name,
innovations
and extensions,
are all aspects
brand learning
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name, learning
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of consumer
and developing
about product about product
and developing
learning.learning.
Marketers
loyalty loyalty
Marketers
are are
advertisement, along with

concerned concerned
with how withconsumers
how consumers learn because learn because
they arethey interested
are interestedin teaching in teaching
them about them their about their
brands’ attributes
brands’ attributes and potential and potential
benefits,benefits,and about and about
a topic overview, and a list

where towhere buy their to buy brands,
their brands,
how to use how them,to usehow them, how
to maintain
to maintain
them, and them,evenand how even
to dispose
how to dispose
of them.of them.
They areTheyalso are interested
also interested
in how effectively
in how effectively
they have they have
Chapter
Chapter
6 6
of chapter objectives.
taught consumers
taught consumers to formtopreferences form preferences for theirfor their
brands andbrands to differentiate
and to differentiate their brands their frombrands those
from those
Consumer
Consumerlearning
learning
of their competitors.
of their competitors. Marketing Marketing
strategies strategies
are based are based
on communicating
on communicating with the with consumer,
the consumer, directly directly
through through
an array an of array
marketing of marketing
communications communicationsand and
and
andinvolvement
involvement
indirectlyindirectly
through through packaging, packaging,
price and price
distribution
and distribution
channels.channels.
Marketers Marketers
want their want communications
their communications to to
be noticed,
be noticed,
believed,believed,remembered remembered
and recalled. and recalled.
For For
these reasons,
these reasons, they arethey interested
are interested
in everyinaspect every aspect
of the learning
of the learning
process.process. Further, Chapter
Further, Chapter
3 identified 3 identified
LEARNING
LEARNING
OBJECTIVES
OBJECTIVES motivationmotivation
as an importantas an important elementelement in consumer in consumer
behaviour,behaviour,
and oneand of the one influences
of the influences of consumer of consumer
Source: ImageSource:
courtesy
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Toyota Motor
of Toyota
Corporation
Motor Corporation
6.1 Understand
6.1 Understand
the process
the process
and elements
and elements
of consumer
of consumer
learning learning
(p. XXX) (p. XXX) motivationmotivation
is the degree is theto degree
whichto consumers
which consumers become become
Australia Ltd.
Australia
Reproduced
Ltd. Reproduced
with permission.
with permission.
involved involved
in marketing in marketing
stimuli (i.e. stimuliproducts,
(i.e. products,
brands, brands,
6.2 Study
6.2 behavioural
Study behavioural
learning learning
and understand
and understand
its applications
its applications
to consumption
to consumption
behaviour
behaviour services,services,
advertisements).
advertisements).Thus, involvement
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(p. XXX)(p. XXX) focus forfocus
consumer for consumer
researchers researchers
and marketers. and marketers.
6.3 Study
6.3 information
Study information
processing
processing
and cognitive
and cognitive
learning learning
and understand
and understand
their strategic
their strategic Despite Despitethe fact that the factlearningthat learning
is pervasive is pervasive
in our lives,
in our
there
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single,
is nouniversal
single, universal
theory oftheory
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people learn.
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two are major twoschools
major schools
of thought of thought
concerning concerning
the learning
the learning
process:process:
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applications
applications
to consumer
to consumer
behaviour
behaviour
(p. XXX) (p. XXX)
consistsconsists
of behavioural of behavioural
theories,theories,the otherthe of other
cognitive of cognitive
theories.theories.
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theoriststheorists
view learning
view learning
as a as a
6.4 Study
6.4 consumer
Study consumer
involvement
involvement
and understand
and understand
its strategic
its strategic
effects on
effects
consumer
on consumer
behaviour
behaviour functionfunction
of purelyof mental
purelyprocesses,
mental processes, while behavioural
while behavioural
theoriststheorists
focus almostfocusexclusively
almost exclusively
on observable
on observable
(p. XXX) (p. XXX) behavioursbehaviours
(responses) (responses)
that occur thatasoccur
the result
as theofresultexposure
of exposure
to stimuli. to This
stimuli.
chapter
This chapter
examines examines
these these
two schools
two schools
of learning of learning
theory. Althoughtheory. Althoughthe theories the theories
of the two of the
schools
two schools
differ markedly
differ markedly
in a number in a number
6.5 Understand
6.5 Understand
brand loyalty
brandand
loyalty
brandandequity
brand(p.
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XXX) (p. XXX) of ways,of they
ways, each theyoffer eachinsights
offer insights
to marketers to marketers
on how to onshape
how totheirshape messages
their messages
to consumers
to consumers
in order in order
to bring toabout
bringdesired
about desiredpurchasepurchase behaviour. behaviour.
The chapter The chapter
also discusses
also discusses
how consumers
how consumers
store, retain
store, retain
6.6 Understand
6.6 Understand
the development
the development
and measurement
and measurement
of loyaltyofinloyalty
consumers
in consumers
(p. XXX) (p. XXX)
and retrieve
and retrieve
information, information,
how learning how learning
is measured, is measured,
and howand marketers
how marketersuse learning
use learning
theoriestheories
in their in their
marketing marketing
strategies. strategies.
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learn about
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about products
and brands andandbrands
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researchresearch
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for consumer
for consumer
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researchers
and marketers.
and marketers.
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and approaches
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sales, market
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of new brands
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affected affected
by how consumers
by how consumers
learn about
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about
products
their products
and brandsandand
brands
become and become
involved involved
with them, withand
them, and behaviour.behaviour.
This chapter This chapter
focuses focuses heavily on heavily
the role on theconsumer
role consumer
involvement involvement
plays in plays
many inaspects
many aspects
of of
how such howlearning
such learning
and involvement
and involvement
influences influences
their purchase
their purchase
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and consumption
and consumption
behaviour.behaviour. consumer consumer
behaviour. behaviour.
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are often areconcerned
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target
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(consumers’)
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relate their
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and apply and
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apply
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and advertising
and advertising
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on decision on decision
experiences
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usage. The usage.
chapter
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chapter concludes
with a discussion
with a discussion
brands and
brands
theirand
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their benefits,
rewardingrewarding
consumers consumers
for purchase
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behaviour,
behaviour,
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getting consumers
to maketo make of an important
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and involvement:
and involvement:brand loyalty.
brand loyalty.

XV
End-of-chapter material Case studies

Each chapter contains a chapter Challenging case studies are included
summary, key terms and references. at the end of the book, ranging from
theory-based to company-specific. Each
P E R S O N A L I T Y A N D S E L F- C O N C E P T C H A P T E R 4 143
case invites reflection and analysis and is
Discussion questions
1. Given that no two individuals have identical personalities, how would you explain the fact that personality
is sometimes used in consumer research to identify distinct and sizeable market segments?
Discussion questions followed by a set of questions.
2. Contrast the main characteristics of the following personality theories:
(a) Freudian theory
(b) neo-Freudian theory
are included at the end
of each chapter, arising
(c) trait theory.
In your answer, illustrate how each theory is applied to the understanding of consumer behaviour.
3. Describe trait theory. Give five examples of how personality traits can be used in consumer research. 617
4. How can a marketer of cameras use research findings that show whether its target market consists
primarily of:
(a) inner-directed or other-directed consumers?
(b) consumers who are high on innovativeness or low on innovativeness?
from the content Case Studies
covered. They are
5. Describe the type of promotional message that would be most suitable for each of the following personality
market segments and give an example of each:
(a) highly dogmatic consumers CASE STUDY 1.1
(b) inner-directed consumers
(c) consumers with high optimum stimulation levels
(d) consumers with a high need for cognition
(e) consumers who are visualisers versus consumers who are verbalisers.
designed to encourage iSnack 2.0: It looked good on paper …
6. Is there likely to be a difference in personality traits between individuals who readily purchase foreign- Daniella Spanjaard, University of Western Sydney
made products and those who prefer Australian-made products? How can marketers use the consumer
ethnocentrism scale to segment consumers?
7. A marketer of health foods is attempting to segment its market on the basis of Australian consumers’ self-
critical thinking and Vegemite. To the majority of Australians, this word conjures
discussion.
image. Describe the four types of consumer self-image and discuss which one(s) would be most effective up images of a black, salty spread that is often used on toast
for the stated purpose. during breakfast. To the rest of the world, it represents
an unusual, if not bizarre, obsession with a product that
Exercises seems to go against expected norms. Breakfast spreads are
supposed to be sweet like jam, or marmalade, delicate on
1. How do your clothing preferences differ from those of your friends? What personality differences might
the tongue and complementary to a hot beverage. Vegemite
explain why your preferences are different from those of other people?
does not fulfil any of these expectations. It is an Australian
2. Find three print advertisements based on Freudian personality theory. Discuss how Freudian concepts
are used in these ads. Do any of the ads ‘personify’ a brand? If so, how? brand that reaches the hearts of its most loyal users—
3. Find three print ads based on trait theory. Discuss how traits are used in the ads. gaining brand devotion that many other brands can only
dream of attaining. Vegemite could even be said to be the
Key terms iconic brand to Australian consumers.
As the owner of this brand, Kraft Foods has achieved a history of success by doing nothing to the
actual self-image (p. XXX) multiple self (p. XXX)
original product and only updating external factors such as packaging and the occasional consumer
brand personality (p. XXX) need for cognition (p. XXX)
promotion. Nevertheless, this situation showed signs of decline as changes to society occurred when
cognitive personality traits (p. XXX) optimum stimulation levels (p. XXX)
compulsive consumption (p. XXX) more people from overseas entered the community. With no cultural exposure to the brand, sales for
other-directed consumers (p. XXX)
consumer ethnocentrism (p. XXX) the original Vegemite were dropping. Iconic or not, any brand must be profitable to maintain its market
personality (p. XXX)
consumer innovativeness (p. XXX) presence. With this in mind, Kraft needed to resolve the situation and address the evolving needs of
psychoanalytic theory of personality (p XXX)
dogmatism (p. XXX) its customers. Changing the original product was out of the question given its history and connection
single-trait personality test (p. XXX)
ego (p. XXX) to consumers. In addition, running another consumer promotion would not contribute to longer-term
social character (p. XXX)
expected self-image (p. XXX) growth, so an alternative strategy was needed.
extended self (p. XXX) social self-image (p. XXX)
In 2008, Kraft undertook a clever marketing activity to engage the consumer as a way to help the
fixated consumption behaviour (p. XXX) superego (p. XXX)
company come up with a new idea for Vegemite. It was named ‘How do you like your Vegemite’,1 and it
id (p. XXX) trait (p. XXX)
asked consumers to send in the different ways they ate the product. Using a traditional promotion via
ideal self-image (p. XXX) trait theory (p. XXX)
print and posters, Kraft informed consumers that they could log on to a website and post their ideas.
ideal social self-image (p. XXX) variety seeking (p. XXX)
The website appealed to consumers who registered a multitude of ideas. These were then collated into
inner-directed consumers (p. XXX) verbalisers (p. XXX)
user-friendly profiles. Names such as ‘The Streakers’, ‘The Nudist’ and ‘The Crumpeter’ were assigned
materialism (p. XXX) visualisers (p. XXX)
to common groups, with each one including features ranging from age, hair colour and transport mode.
Taking a very light-hearted approach, and adding ‘human-like’ variables, resulted in the promotion
successfully generating high levels of consumer involvement. The ‘How do you like your Vegemite’
website acted as an antecedent to create interest in the brand beyond traditional advertising. Its success
was partly a result of the website being available long after the initial launch, and consumer interest being
maintained. The other component to success has been the brand itself. Australian loyalty to Vegemite
encouraged participation in a way that may not have been so successful for a lesser-known brand.
Kraft used the information collected from ‘How do you like your Vegemite’ promotion to determine
Exercises include more detailed scenarios that Vegemite had the potential to be more than a breakfast spread. The company set about to launch
a new variation—the first significant change since the product was invented 85 years earlier. While
additions to the product format were not new (e.g. Vegemite in a tube and Vegemite packaged with snack
and questions, which promote active

participation and the application of
personal experience.
Learning objectives
are tagged throughout the chapter to
reinforce key concepts and allowing
for easier navigation.
124 PA R T 2 T H E C O N S U M E R A S A N I N D I V I D U A L 36 PA R T 1 I N T R O D U C T I O N
OSLs also seem to reflect a person’s desired level of lifestyle stimulation.24 For instance, if consumers’ for the magazine Cosmopolitan. Using these facts, Cosmopolitan is able to target potential advertisers more
actual lifestyles are equivalent to their OSL scores, they are likely to be quite satisfied. On the other effectively. It can identify its readers’ characteristics and match them with the target markets of advertisers.
hand, if their lifestyles are understimulated (i.e. their OSLs are greater than current reality), they are The advertisers are also better able to select magazines with similar characteristics to their identified target
likely to be bored; if their lifestyles are overstimulated (i.e. their OSLs are lower than current reality), market. Table 2.1 shows the key demographic and psychographic characteristics of the magazine readers.
they are likely to seek rest or relief. This suggests that the relationship between consumers’ lifestyles and For example, the major segments are females in the 18–24 years age group and females who work full-time.
their OSL is likely to influence their choice of products or services, and how they manage and spend their
time. For instance, a person who feels bored (an understimulated consumer) is likely to be attracted to a
holiday that offers a great deal of activity and excitement. In contrast, a person who feels overwhelmed ◗ Criteria for effective targeting
(an overstimulated consumer) is likely to seek a quiet, isolated, relaxing and rejuvenating holiday.
Consumers requiring higher levels of stimulation might be expected to respond favourably to
of market segments
products, service environments and promotional campaigns that stress more, rather than less, risk or LO 2.4 Understand the The previous sections have described what market segmentation is, who uses it and how it operates.
excitement. The reverse would be true for consumers seeking lower levels of stimulation. criteria for targeting Before describing how market segments are identified, we must point out that not every segment that
selected segments
effectively can be identified is viable or profitable. The challenge marketers face is to select one or more segments
to target with an appropriate marketing mix. To be an effective target, a market segment should be
Two sides boxes TWO SIDES

Body image: Is thin always better?
(1) identifiable, (2) sizeable, (3) stable or growing, (4) accessible (reachable) and (5) congruent with the
marketer’s objectives and resources.
Identification
Text showing that there One of the noticeable features of the twentieth century … has been the triumph of the thin woman over
the fat woman
Theodore Zeldin
To divide a market into separate segments on the basis of a common need or characteristic that is relevant
to the product or service, marketers must be able to identify and measure the relevant characteristic.
Some segmentation variables, such as geography (location) or demographics (age, gender, occupation,
are two sides to every You can never be too rich or too thin
Duchess of Windsor
race), are relatively easy to identify, and are observable. Others, such as education, income and marital
status, can be determined through questionnaires. However, other characteristics, such as benefits
sought or lifestyle, are somewhat more difficult to identify, although with new measurement instruments
The body image of the individual—that is, the subjective sense of the body—can be seen as a core component
discussion, are featured in

identification is becoming easier in this area. Knowledge of consumer behaviour is especially useful to
of personality. Today this aspect of our personality may be seen as one of the most important values in Western marketers who employ such intangible consumer characteristics as the basis for market segmentation.
cultures, one of meeting the high cultural ideals of youth and beauty. Research in the United States, for example,
found that only 25 per cent of adults consider themselves attractive, and a further 87 per cent say that if they could Sufficiency
each chapter. Discussion change any part of their body, they would. While these figures indicate that the market for body enhancement and
modification is not yet saturated, there are also significant health risks and mental health problems associated with
dissatisfaction with the bodily self. These include eating disorders, use of body-building steroids, feelings of low self-
For a market segment to be a worthwhile target, it must have a sufficient number of people to warrant
tailoring a product or promotional campaign to its specific needs or interests. To estimate the size of each
segment under consideration, marketers often use secondary demographic data, such as those provided
questions challenge
esteem and depression. In the United States, for example, it is suggested that eating disorders occur in 1 per cent of by the Australian Bureau of Statistics Census data (available at most libraries and online at <www.abs.
the population and that younger women are disproportionately represented in this group. And Australian research gov.au>), or undertake a probability survey whose findings can be projected to the total market.
has shown that 38 per cent of adolescent girls aged 12–17 have been reported as suffering from eating disorders.
Stability
students to think further Questions

1. Body image is a core element of personality. Do you think that interpersonal influences can have an
influence on perceptions of body image and, in turn, personality? Discuss.
Most marketers prefer to target consumer segments that are relatively stable in terms of needs and
demographic and psychological factors, and that are likely to grow larger over time. They prefer to
avoid ‘fickle’ segments that are unpredictable in embracing fads. For example, teenagers are a sizeable
about these complex issues.

and easily identifiable market segment, eager to buy, able to spend and easily reached. Yet by the time a
2. Wealth and beauty are related to our personality. How do advertisers play a role in reinforcing this
marketer produces a popular teenage fad, interest in it may have waned. The popularity among teenagers
relationship? Discuss.
of Batman merchandise (T-shirts and caps) during the highly successful run of Batman I (the movie)
3. Do you think that personality can be changed effectively over time? Consider eating disorders in your was not repeated during Batman II, when much of the tie-in promotional merchandise remained unsold.
response. An example of a longer-term product that may be termed a fad is the Pokémon craze that has swept the
world. First introduced in 1994, it shows that the generally fickle children’s market can be sustained
and stable sometimes. Along similar lines, and still in the children’s market, Transformers has also
Variety seeking maintained consumer interest for some time.
A personality-driven trait quite similar to OSL is variety seeking. There appear to be several different Accessibility
types of variety seeking: An important requirement for effective targeting is accessibility, which means that marketers must be
❖❖ exploratory purchase behaviour (i.e. switching brands to experience new and possibly better able to reach the market segments they wish to target in an economical way. Despite the wide availability
alternatives) of special-interest magazines and TV programs, marketers are constantly looking for new media that will

XVI
Preface
Our Australian editions of Consumer Behaviour have proven very successful in the marketplace and are
widely recognised for their depth and contemporary nature. The world of consumer marketing moves on
relentlessly and part of the past success of Consumer Behaviour is due to the depth and contemporariness
of the material contained within the text. This is the 6th edition of a text that is renowned for its
theoretical depth and practical application of theory and real world examples.
The continuous changes in consumer behaviour, continued innovation of products and brands, along
with increasing globalisation of consumer markets continues. New commercial and academic research
continues to unearth important insights into the world of consumer behaviour. Our approach to bringing
greater understanding of consumer behaviour incorporates relevant Asia–Pacific content (both research
and practice) and unique and comprehensive case studies. Where relevant, we also included material
from European, the US and other sources to give our text a more international focus. While markets
evolve, consumers’ needs change and marketers work hard to meet and influence the needs of consumers,
however, many raise concerns about the influence of marketers. Such concerns bring into the picture
the role of governments and public policy. Public policy has a major impact on the ability of marketers
to reach buyers and we have updated and strengthened our material in this key area. Phishing attacks
on consumers, YouTube, Facebook, mobile marketing and peer-to-peer file sharing provide examples
of the new environments and mediums in which consumers and regulators act. There are also critical
marketing and policy issues to address in relation to marketing to vulnerable consumers such as the
elderly and children, product labelling, nutritional information and advertising of fast-food etc. We have
also focused pruning material to focus on emerging issues and bring to life the fascinating world of
consumer behaviour in virtual environments and cross-cultural settings.
Forces that have shaped this 6th edition include the use of electronic media such as the Internet,
social networking websites, and mobile services as mainstream marketing channels and the inexorable
march of emerging technologies that offer consumer experiences and ways marketers can interact with
consumers via the internet and mobile devices highlight the increasing array of marketing channels
available to target consumers.
Consumer behaviour is not only about high-involvement consumers purchasing high price goods
and services, it is also about the everyday, habitual and mundane aspects of consumption. In more recent
years there has been a greater emphasis on the creation and management of value. Our understanding
of the broad spectrum of consumer behaviour is assisted through bodies such as the Australia and New
Zealand Marketing Academy and journals such as the Australasian Marketing Journal, and the Asia Pacific
Journal of Marketing and Logistics, we have seen a steady growth in high-quality and insightful research
from the region. Allied to this is the continued growth of the market research and data-mining industries,
which generate an abundance of consumer data.
As true believers in the marketing concept, we have tried our best to meet the needs of our
consumers—academics looking for insights into the latest research; students seeking to learn
about consumer behaviour theory and practice, as well as practitioners looking to gain a greater
appreciation of consumer behaviour and teachers of consumer behaviour who seek to aid in expanding
knowledge of this fascinating field of marketing—by providing a text that is highly readable, introducing
and succinctly explaining relevant theory and concepts. We have supplemented this material with ‘real-
world’ examples that illustrate how consumer behaviour concepts are used by marketing practitioners to
develop and implement effective marketing strategies. We recognise that many of our readers come from
cultures outside Australia. Some of our students are studying outside Australia as well, either through
online courses or in Australian university courses conducted outside Australia.

XVII
◗ New to Consumer Behaviour 6th edition

We have included all new advertising examples and used up to date case studies dealing with diverse,
but contemporary issues. Each chapter contains insights into ethics of consumer behaviour and a ‘two
sides’ feature which discuss contemporary aspects of the application of consumer behaviour theories to
social and economic events such as financial crisis and overconsumption and spending, product misuse,
body image, financial service and sub-cultural groups, the environment and taxes on consumption and
the like.
The book consists of 16 chapters, divided into five parts. Each part is linked through our
comprehensive decision-making model, which provides a framework for the whole book. Part 1 enables
the reader to acquire a basic understanding about the diverse world of consumers and how we go
about researching, describing and understanding this world. Part 1 covers the initial foundations of
consumer behaviour, then moves to segmentation, targeting and positioning. It articulates the diversity
of consumer markets and provides an outline of marketing research.
Part 2 discusses the consumer as an individual. It begins with an exploration of consumer needs
and motivations, recognising both the rational and emotional bases of many consumer actions. A
discussion of personality and the self-concept follows. A comprehensive examination of the impact of
consumer perception on marketing strategies includes a discussion of product positioning, followed by
new material on pricing and the perception of value. The discussion of consumer learning then focuses on
both limited and extensive information processing, including a discussion of involvement theory and its
applications to marketing practice. Part 2 concludes with an in-depth examination of consumer attitudes.
Part 3 is concerned with the social and cultural dimensions and settings of consumer behaviour.
It begins with a discussion of two key social influences on buyer behaviour: marketing communication
and reference groups. This is followed by an examination of new family role orientations and changing
family lifestyles. It then examines consumers from the perspective of social status and culture, showing
how values, beliefs, language and customs shape consumer behaviour.
Part 4 explores various aspects of cultural dimensions of consumer behaviour. It begins with a
detailed examination of culture and consumer behaviour, followed by sub-cultural aspects of consumer
behaviour and concludes with a look at cross-cultural aspects of consumer behaviour, placing
consumer behaviour in an international context.
Part 5 addresses consumer decision making, innovation and the role of buyer behaviour in our
society. It begins with a detailed discussion of decision making itself. It describes how consumers make
product decisions, and offers the reader a simple model of consumer decision making that ties together
the psychological, social and cultural concepts examined throughout the book. This is followed by an
examination of consumer influences and innovation adoption and diffusion. Part 5 concludes with a detailed
analysis of consumer behaviour and public policy We provide a strong focus on policy and consumer
protection not only in Part 5, chapter 16 but also in various chapters which also have implications for
the protection of consumers. The true marketing concept involves an exchange between parties which
benefits both of them. However, in some marketing situations this exchange is unfair or unequal and
here the role of consumerism and systems of regulation, self-regulation and customer charters must be
considered. This is an area which is fast-changing and we have completely updated the material.
Rather than merely summarising the research of others, we have also reported original market
research in our case studies and looked to identify areas where more research is required, particularly in
public policy relating to consumer behaviour. We believe this sixth edition will prove a valuable tool for
both academicians and students alike. May you grow old ever learning new things!

XVIII
◗ Acknowledgements
Of the many people who have been enormously helpful in the preparation of this sixth Australian edition
of Consumer Behaviour, we are especially grateful to our own consumers—the graduate and under-
graduate students of consumer behaviour and their lecturers. We would, however, particularly like to
thank our family, colleagues and friends: Jessie, Karlee, Tonia, Jared, Lydia and Karen O’Cass, Liem Ngo,
Vida Siahtiri, Phrya Sok and Nima Heriati, Debra Grace, Deborah Griffin, Michael Callaghan, Kimble
Montagu, Stewart Adam, Harmen Oppewal, Sandra, Oscar and Alexandra Carlson, Jessica Wyllie, Ben
Lucas, Mohammad Rahman, Tony Morison and Rosa Paladino for their support and encouragement in
concluding the 6th edition.
Our thanks go to the following reviewers, who provided useful comments during the development
of the manuscript: Geoffrey McLean, University of Wollongong; Dr Fiona Newton, Monash University;
Dr Larry Neale, Queensland University of Technology; Jennifer O’Loughlin, Central Queensland
University; Dr Karen Miller, University of Southern Queensland; Dr Kelli Bodey, Griffith University;
Jessica Wyllie, University of Newcastle; Dr Anna McAlister, University of Queensland; Ian Phau, Curtin
University; Dafina Rexha, University of Western Australia; Anthony Pecotich, University of Western
Australia; and Dr Foula Kopanidis, RMIT.
We greatly appreciate the contributions of the following case study authors: Daniella Spanjaard,
University of Western Sydney; Kim Lehman, University of Tasmania; Gemma Lewis, University of
Tasmania; Kate Letheren, Queensland University of Technology; Valentyna Melnyk, Massey University,
New Zealand; Sen Chung Kong, Zealong Tea; Nicole Hartley; University of Queensland; Raechel
Johns, University of Canberra; Benjamin Lucas, University of Newcastle; Jessica Wyllie, University of
Newcastle; and Kevin E. Voges, University of Canterbury, New Zealand.
We gratefully acknowledge information and assistance provided by William Burlace and Michele
Levine of Roy Morgan Research, Sol Lebovic of Newspoll Market Research, Charles Xuareb of XAX
and Colin Benjamin of the Horizons Network.
Our thanks go to all the people at Pearson Australia who aided and supported us in the editorial,
permissions and production processes. Without the consistent encouragement and support of Joanne
Stanley, Michael Porteous, Camille Layt, Germaine Silva, Bryan Potter, and Helen Cross, we would
never have produced this sixth edition.
To the many other friends, colleagues and students who have not been specifically named, but have
provided us with information, support and encouragement, please be assured that we thank you.
Aron O’Cass, University of Tasmania

Angela Paladino, University of Melbourne
Jamie Carlson, University of Newcastle

XIX
◗ About the Australian authors

Professor Aron O’Cass is Chair of Marketing in the School of Management, Faculty
of Business at the University of Tasmania. He has a Bachelor of Commerce majoring
in marketing, a Master of Business majoring in marketing and a PhD in marketing.
He has published extensively (over 200 papers) in journals such as the British Journal
of Management, Journal of Product Innovation management, Journal of Business Research,
Journal of Advertising, Industrial Marketing Management, Journal of Services Marketing,
Psychology & Marketing, European Journal of Marketing, Journal of Product & Brand
Management, Journal of Economic Psychology, Journal of Political Marketing and the
Journal of Nonprofit and Public Sector Marketing and many other consumer behaviour
focused journals, as well as numerous international conference proceedings. His
research interests include: consumer behaviour and branding, particularly consumer
brand associations, cross-cultural consumer behaviour, web retail behaviour and brand
development, and political marketing, with a significant body of research on voter
behaviour during elections and consumer behaviour related to products and brands.
He has also studied and published in the areas of international marketing, political
marketing and service branding.
Dr Angela Paladino is an Associate Professor in the Department of Management

and Marketing at the University of Melbourne. She has a PhD in strategic marketing
and management from the University of Melbourne. She has received over twelve
international and national awards for research and teaching excellence including the
Chancellor’s Medal for Excellence in a PhD thesis at the University of Melbourne,
two best paper awards at leading international conferences, an Academy of Marketing
Science Outstanding Marketing Teacher Award, an ALTC Teaching Excellence award,
a Carrick Citation for Excellence in Teaching, the ANZMAC Distinguished Marketing
Educator Award, and various University of Melbourne Teaching Excellence awards
and certificates. Her research has appeared in journals such as the Journal of Product
Innovation Management, Environmental Education Research, Journal of Marketing
Education, Energy Policy, Journal of Brand Management, Business Horizons, Management
International Review, Management Decision and Journal of Customer Behavior. Angela
teaches and conducts research in consumer behaviour. Her research interests include
consumer behaviour, environmental marketing and strategic marketing issues.
Dr Jamie Carlson is a senior lecturer in marketing at the Newcastle Business School,

the University of Newcastle. He has a Bachelor of Business majoring in marketing
with Honours I, and a PhD in marketing. Jamie is primarily focused on understanding
consumer behaviour issues across various service platforms, contexts and cultures, with
a particular emphasis on the application of new technologies to enhance the customer
experience. Research interests include customer loyalty, creation of compelling customer
experiences, e-service quality, customer engagement, technology adoption, multi-
channel commerce, service branding, value creation and international marketing. His
publications appear in journals including the Journal of Marketing Management, Journal
of Consumer Marketing, Journal of Services Marketing, Electronic Markets, Internet Research,
Managing Service Quality, Services Marketing Quarterly, Journal of Travel and Tourism
Marketing, Journal of Sport Management and numerous others. Prior to joining academia,
Jamie worked for IBM Global Services, in marketing and business consulting roles.

DECISION-MAKING MODEL
External influences
INPUT
Firm’s marketing strategies Sociocultural environment
a Products a Communication and reference groups
b Promotion b Family
c Pricing c Social class
d Channels of distribution d Culture and subculture
e Market segmentation e Opinion leadership and diffusion of innovation
f Public policy and consumer protection
Decision making
PROCESS
Need recognition Psychological field
a Consumer needs and motivation
b Personality and self
c Perception
d Learning and involvement
e Attitudes
Organisational field
Pre-purchase search a Organisational buying
Experience
Evaluation of
alternatives
OUTPUT Post-decision behaviour

Purchase
a Trial
b Repeat purchase
Post-purchase evaluation
M01_SCHIF61533_06_LT_C01.indd 20 23/07/13 4:09 PM

1
Part
Introduction
The foundations of consumer
behaviour
Market segmentation: segmenting,
targeting and positioning for
diverse consumer markets
Part 1 provides the background and foundation for developing a comprehensive understanding of consumer
behaviour and its role in marketing and market segmentation.
Chapter 1 introduces the study of consumer behaviour, its development and the role of consumer
research. It introduces discussion of customer value, satisfaction and retention from a consumer behaviour
perspective and concludes by presenting a simple model of consumer decision making (which this text is
structured around).

Chapter 1
The foundations
of consumer
behaviour
LEARNING OBJECTIVES
1.1 Understand what consumer behaviour is and the different types of consumers (p. 4 )
1.2 Understand why marketers study consumer behaviour (p. 6 )
1.3 Understand the relationship between consumer behaviour and the societal marketing
concept (p. 14)
1.4 Understand the importance of consumer research for firms and their brands, as well as for
consumers (p. 17)
1.5 Understand the steps in the consumer research process and the imperatives to conduct
research (p. 18)
1.6 Understand the types of consumer research (p. 18)
1.7 Understand the relationship between consumer behaviour and customer value, satisfaction,
trust and retention (p. 19)
1.8 Understand the make-up and composition of a model of consumer behaviour (p. 24 )
1.9 Understand the structure and plan of this book (p. 25)

Meeting the changes and challenges
faced by marketers and consumers
We live in a constantly changing world
driven by fast-paced technological
developments as well as social and
economic changes, and these all have
a significant impact on our lives. As a
result, consumer behaviour has changed
much more dramatically over the past
decade. In many markets consumers
can access information, and purchase
and consume products and services,
using a wide range of technologies in
diverse locations (such as at home,
at work and when on the move using
mobile technology). Technology, and its
use by organisations and consumers,
is changing the nature of how firms
and consumers interact and is thus
having a major impact on the nature of
consumer behaviour. Consumers of all
backgrounds (and in many countries),
especially younger consumers, are
increasingly getting their news and
information from online sources, from Source: Image courtesy of GM Holden Ltd. Reproduced with permission.
messages to their mobile phones, or
from other digital mobile devices. They are also increasingly turning to the Internet for consumption-
related information and using more information from other consumers (received via Web forums, blogs
and social networks) and less from traditional advertising in mass media (TV, radio or print). There has
also been a growing interest among consumers in safeguarding the environment and taking such
considerations into account when making purchases.
The answers to many of our questions about the impact of these social changes and challenges
are still somewhat unclear, but the source from which answers will come is clear. That source is
consumers and their behaviour. This chapter introduces the study of consumer behaviour as an integral
component of marketing that investigates the decision making, emotions and behaviour of individuals
in their roles as buyers, payers and consumers.

4 PA R T 1 I N T R O D U C T I O N
◗ What is consumer behaviour?

LO 1.1 Understand We define consumer behaviour as the behaviour that consumers display in searching for, purchasing,
what consumer using, evaluating and disposing of the products and services that they expect will satisfy their needs.
behaviour is and the
different types of Consumer behaviour focuses on how individual consumers, families or households make decisions to
consumers spend their available resources (time, money, effort) on consumption-related items. That includes what
they buy, why they buy it, when they buy it, where they buy it, how often they buy it, how often they use
it, how they evaluate it after purchase and use, the impact of such evaluations on future purchases, and
how they dispose of it.
The study of consumer behaviour includes how consumers think (their decision-making processes
and decisions), feel (their emotions) and behave (their physical actions that result from those decisions and
feelings). Therefore, as a research area, consumer behaviour is the study of how individuals spend their
available resources (money, time and effort) on products and services.
People engage in activities for many purposes other than consumption, but when acting as
consumers, individuals have just one goal in mind: to obtain goods and services that meet their needs and
wants. All consumers face varying problems associated with acquiring products and services to satisfy
needs and wants. Because solutions to these problems are vital to the existence of most people, and the
economic well-being of all, they are usually not taken lightly. The consumer must make specific types
of decisions in order to obtain desired products or services. The process is complex because decisions
must be made about what product or service to buy, and why, how, when, where and how often to buy it.
Take bread as an example. This is a multi-million-dollar industry. A study of consumption behaviour
in this area would investigate what kinds of consumers buy what types of bread, why they buy it, when
they buy it, where they buy it and how often they buy it, as well as
Figure 1.1 Bread ad targeting the natural who buys bread substitutes and why. The study might find that,
▼▼ aspect of the brand among some consumers, the use of bread (and bread substitutes)
is related to concerns about taste or to a preference for natural
ingredients, as suggested by Figure 1.1.
By contrast, while a more durable product such as a
smartphone would prompt similar questions, it would also require
answers to others. What kinds of consumers buy smartphones
(and other mobile communication devices)? What features do
they look for? What benefits do they seek? How much are they
willing to pay? How many will wait for prices to come down?
The answers to these questions can be found through consumer
research, and would provide smartphone manufacturers and
retailers with important input for product scheduling, design
and features, and marketing strategies.
Such research might find that brand images differ, and that
different brands are purchased for various reasons by consumers.
Insights gained from research may make it easier for marketers
to select target markets and develop appropriate marketing
strategies.
Personal consumers and organisational

consumers
The term ‘consumer’ is often used to describe two different
kinds of consuming entities: the personal consumer and the
Source: Image courtesy of Falcones Pty Ltd. Reproduced with organisational consumer. The personal consumer buys goods
permission. and services for his or her own use (e.g. clothes, food, music or

Another random document with
no related content on Scribd:
—Wa’tte? beefde ontsteld bange Plomp,.… watte sait tie?.… wa’
mo’k mi’ die tieme?.…
—Stil, we sitte hier tussche vier koddebaiers, klankloos fluisterde

Delker,.… aa’s die f’rrekkelinge ons in ’t stroatje pakke.… kenne wai
de krentetuin in!.… Nou Piet, Plomp uitkaike!!.… aa’s t’r g’foar is!.…
roep je wachtwoord: Hoarelim.… aa’s ’t goed goan.… Aimuide?.…
kenne sullie deurgoan.… Enn aa’s de wind lait.… leg gie op s’n
buik.… jullie ook.… kè je bestiger hoore ankomme!.…
—Mo’k jou achteròp, vroeg Piet?.…
—Stil, dâ’ goane hullie, heeschte zachter Delker, sloan d’r bakkesse
in mekoar aa’s se je pikke.… aa’s hullie mi Kees an de stok kraige.…
steek ie hullie rejoal deur d’r donder.…
Breugel zat op z’n knieën, voorover in duistering, met lichtbak aan

touw om z’n hals. Kees hurkte naast ’m, z’n geweer ladend en zacht
bemorrelend.
Even schimde rossig kerelstoetje òp in ’t waskaarsvlammetje van

Breugel, die diep in den bak gebukt, beschut door jassen en lijven,
de lamp aanstak. Na wat gepeuter en geknars van [231]’t schuifglas,
dat ie op en neer trok, was ie klaar. Plots schoot flikkerende
lichtstraal, als goud zoeklicht bliksemend over duisteren weigrond,
die sneeuwbevracht lag.—Maar snel had Breugel, gonjen zak over
den bak geslagen.
—Hailige moagd, schrik-schreeuwde Plomp, t’met sien se ons.…

aa’s die bak.…
—Hou je bek, woede-fluisterde Kees, die nu klaar met ’t geweer aan

schouder, in de donkering wachtte op Breugel.—
—Alles kloar.… wachtwoord.… kloar?.… Kloas?.… Piet? Delker
kloar?.…
—Ja,.… presint.… merkeer de pas.…
—Merkeer de paas, dofte stem-gesmoord Klaas terug, ikke

konsteteer van ’n prêchtig weertje.… die regen en windbeweging is
prêchtig, lolde ie springend van joligheid.
Plomp begreep niks van den kerel. Hij rilde van angst, en nattigheid
droop van z’n pet en haren den nek in. De wind joeg als ’n razende,
ongrijpbare reuzenstoet van dol-kermenden, langs z’n kop en in
kleeren, dat ie rilde tot op ’t gebeente. Huilen kon ie, grienen van
woede en angst, onbestemden angst, dat ie mee was gegaan, daar
nou zoo maar stond in ’t stikke duister, of ze ’m geblinddoekt hadden
en dwongen met stooten en boffen voort te gaan.—Piet en Delker
stonden ’n eind van elkaar af. Delker zweepte luchtigjes z’n teenen
door de lucht, in suisgeraas, tegen weer zachteren wind in.
—Da’ ken je hullie ’n sneebeweging van gaife.… op da’ terain! lachte

Klaas gesmoord, alweer vergeten dat er niet gebabbeld mocht
worden. Een bof van Kees in z’n rug deed ’m schrik-stil zijn. Breugel
stond nog even te morrelen aan ’t schuifglas van z’n lichtbak en z’n
nektouw. ’n Endje van ’m af lag Delker al op z’n buik, met z’n oor op
den grond gedrukt, te luisteren, nu de wind klaag-ver zacht schreien
bleef uit boschduin.
Inéén liet Breugel zakpunt van lichtbakglas afsullen. ’n Felle stroom

goudlicht schoot ’t donkere weiland over, tot aan heuvelige
duinglooiing ver, heel ver. Kees stond soms hoog in rosgloed als
achter vlammen, doorsmoord van donkeren rook, [232]waar éven
rosse tongen uitlekken, in zwartbronzen brandschijn naast Breugel,
die in snelle kring-zwenkingen den lichtbak, voor z’n buik op- en neer
bewoog en schommel-cirkelde over de wei, in al breeër lichtbaan.—
Dat had Kees noodig; overal moest ie zien. Ingebukt, ’t hoofd scheef
’n beetje, stond ie met z’n hand aan den trekker, soms wild, grillig
verlicht even, dàn plots in ’t duister, dàn even beglansd weer op dij
en rug. Vlak achter hen, in d’r diep-zwarte schaduwen stappend,
donkerde Koome. ’n End in duistering achteraf, bleven Piet en
Delker de wachters, meezwenkend met lichtbaan, in staar
rondloerend de duisternis in, achter de kerels. Plomp, schuchter,
stond angstig met z’n zwiepende teenen in de hand, beweegloos.
Snel ging Kees’ stap, en statiger in rossig roodgoud gekring,
slingerwijd kaatste fellen brand, door fonkelende reflektors
uitgeschoten, over den schichtigen sneeuwgrond.—
En in duizel-drom, helsch-geheimzinnig, sloop stroopersstoet in felle

schaduw, breed goud omrand, als ingebeiteld met lichtende kontoer,
beweeglijk op den vlam-sneeuwigen weigrond, spraakloos in
spanning, tegen de windbuldering in, die weer orkanen kwam.
Plomp sidderde. Z’n beenen strakten soms als werden ze

vastgemoerd aan de aarde. En voort toch, in wassenden angst,
stapte ie mee, met de groep voor ’m, in helschen schroei, tegen de
lichtduizeling over wei. Soms bij plotsen zwenk van lichtbak,
rossigde uit stikdonker òp, achter Breugel en Kees, buldogkop van
Klaas, den „hazewind”, met z’n handen vooruit, dan weer ineen, bij
nieuwen lichtschommel als weggeslingerd in duister duinbrok.
Bij nieuwen zwenk stond hoog, in één weer, achterhoofd en arm van
Kees in ’t goudrood bevlamd. Hun schaduwen schommelden wijd
rond, telegraafpalig, mager-verrekt, als dronken silhouetten,
kruipend, inbuigend de wei langs, in kopstoot tegen glooiingen òp,
soms in één gebroken, al langer, bang-langer van lijf.—Dan in ééns
hield Kees in z’n stap, was er donker geschuifel, slopen de
schaduwen, korter fel-zwart op rossigen sneeuwgrond, als turend en
peinzend spel van schimmen, soms [233]plots, bij snelle lichtbak-
wending van Breugel, in donkere aardeworsteling elkaar
bevechtend. De stroopers-voeten sidderden in rossig licht,
verdwenen weer plots, als ander weibrok vergloeide, in gouïge
vochtdamping te trillen lag in vervliegende lichtbaan. Gejaagd, in al
sterkere schommeling zwierf de lichtbak voor ’t lijf van Breugel,
hijzelf in ’t donker, als levend, hijgend vuurbeest.—Onverwacht
blondden zacht, twee konijntjes in ’t licht. Stand hield de bak-drager.
Eén dierke zat rechtop, verbluft kijkend uit z’n rooiïge oogjes, als
blindgeworpen met helle lichtglansjes. ’n Poefknal galmde achter
hevigen windpats en angstige windhuil suisde om den loop-mond
van zijn geweer. Snel laadde Kees, ingedrongen z’n beenen,
vastgeplant in drassigen weigrond, schoot ie weer dat vuurvonken
zigzag bliksem-blauwig uit z’n loop kronkelend wegflitsten in den
dreignacht; liep ie door, snel in duizeling van licht om z’n voeten,
tusschen den zwaveligen kruit-stank van schotwalm. Zwaarder
knalde ’n schot, vergalmend nu wind uitgebulderd, klagelijk zacht
rond-doolde.—Koome was achterop gehold, om ’t geschoten wild te
grijpen. Konijntje, dat Kees ’t eerst geraakt had, kroop nog voort met
pieperige kreuntjes, langs sneeuwgrond in donkerend bloedspoor. In
wilden storm, voortstappend tusschen de zwabberende
lichtstroomen, die alweer andere hoeken induizelend, over de
snelstappende beenen heenschroeide, greep Klaas ’t weghinkend
konijntje. Geweldig, beefzwaar van hartstocht, duwde ie den kop in
z’n mond, beet ’t bloed-bespatte dierke met tandenhap den nek in.—
Nou was ’t afgemaakt, kon ’t den zak in. Snel bukkend en spring-
jolig, als ’n verhit dier, rende ie af op konijntje twee, door Kees
geraakt. Uit zijn strot gromde kwaadaardigen drift, als ’t zacht-
grommende keel-onweer dat ’n hond maakt vóór ie te blaffen dreigt.
—Magge sullie hoarlemèrdaikies moake in de sak!.… lolde ie, nà ze

den kop ingebeten te hebben. Voort, zonder rust, laadde Kees
opnieuw, klaar-staànd, z’n ingedoken reuzige gestalte soms even
beflitst van lichtbak, in koorts van jacht, niets voelend van helleweer,
nacht en angst. Plomp sidderde [234]en kreunde. Moe holde ie mee
over de vlakte, aldoor denkend weg te zinken in greppel of sloot, als
ie struikelend verzakte in drassigen kuil of aan den kant tegen
sloothakhout opliep. Telkens voelde ie op z’n nek, sprong van
koddebeiers, zooals ze ’m verteld hadden, dat ze deden. Piet joeg
mee, half buiten adem, ongerust, niet wetend waar ie stond, hij, die
dacht van heel Wiereland en Duinkijk elke duimbreed te kennen.—
Maar stil bleef onrust in ’m woelen. Plomp mopperde achter hem
aan. Heel alleen bleef ie in z’n angst, volgend den stoet, omdat ie
niet staan dùrfde blijven, toch niet wetend wààr ie was.—Telkens als
wind even stomde, hoorde ie suiszwiep van Delkers teenen, die al
maar loerde, àchter, opzij, om hem heen.—Alles viel Plomp nou in.…
Alderlei gehoorde avontuurtjes dwarrelden in z’n kop.….. die k’naine,
die soo moar hinkend en half dood s’oafens de sak uitkrope.… en
van de bijpatters.… drie.… vier gulde boete!.… aa’s tie d’r s’n aige
nou erais stilletjes liet graipe? Want hai was toch allainig
baipatter!.… niks droeg ie.… niks!.… gelukkig.… z’n tieme had ie
allang weggegooid.… Kaik.… nou net.… weer.… doar had ie weer
gedochte van die koddebaier die se pakt hadde an de ruïne van
Braale.… ’s nachts.… nog net soo.… da’ hullie tòen met d’r viere
vastgebonde hebbe.… op ’n plankie.… en soo ommekeerd boven ’n
sloot hebbe hongere loàte.… wâ benauwing.… hailige moagd.…
aa’s se nou d’rais dochte, da’ hai da’ mee an doan had.…
meeholpe.…?
Langs ’m donkerden Delker en Piet.
—Kaik uit Plomp! ’t is hier heet … puur heet!… hullie loere van alle
kante t’glaik.…
Met ’n woeste lichtslingering, die als zoeklicht over beenenstoet

vlam-rossigde, was Breugel plots gekeerd, langs ’n duinglooiïng bij
slootkant, laag den lichtbak tegen één plek grond richtend.
Verdonkerd nu, zwartten hun rompen in snelleren schaduwgang, met
évene beenbeschijning in fel rosgoud.—Langs prikkeldraad
silhouette stoetje ’t donker in, als schichtig bevlamde spoken-
opstand.—Klaas Koome dwarrelde [235]achter en om den lichtbak, in
hazewindsprongen, soms dwars over lichtbaan heen, in z’n
ophitsend, zacht gegrom wetend, dat als ie nou zou spreken, Kees
’m ’t geweer perdoes op z’n hersens zou stuk slaan. Plots klonk
bang-kort, kreet-angstig.… Hoarlem!.…
De lichtbak doofde.… strakke duisternis staarde op ’t weiland, helle-

duister. Visioen-bang was rossige lichtstoet verzonken in den nacht.
Van ’t nabijë kanaal dreunde òp ontzettende pijp-zang in winterweer,

van reuzige boot, klaag-bas, diep en geweldig aanzwellend, als
jammerende mammouth-stem in oer-nacht. Orkaangier zangloeide
na, diep uit ’t duister. Plomp had in doodelijken angst, doorloopend,
zich plots omklemd gevoeld om z’n beenen. Niet beseffend wàt er
gebeurde had ie noodkreet uitgestooten, in angst-reflex om iets
maar te doen. Nou, ingekrompen, gebukt in den loeinacht, zag ie,
voelde ie niets op zich aandreigen, niets dat ’m knellender
vastgreep. Snel, in goochel-routine had Breugel den lichtbak
gedoofd en van z’n hals gelicht. Met de anderen was ie, zeker in z’n
sprong, de sloot ingestapt. Kees stond met z’n stukgevreten
modderlaarzen en doorrotte zolen in ’t nat, tot z’n knieën. Ril-kou
sloeg om z’n beenen, ijzigend voelde ie ’t water op z’n naakte karkas
inzuigen. Giftig stoof in ’m òp wilde dierlust om ze neer te hakken,
zich in speelschen schijn even te laten pakken. Maar de kou
verkoelde z’n gift, beet op ’m in, nuchter, verkillend. Heel z’n
toestand, zag ie weer klaar, met stroopersroutine. Maar wat donder
woar bleef Delker?.… en Koome?.… gromde ’t in ’m.
Die waren ’n eind verder neergehurkt in ’t donker, roerloos voor de

sloot. Ze wisten allemaal wel, dat ze met den lichtbak, tusschen de
koddebeiers doorgemanoeuvreerd hadden, dat t’r heet was, maar
nou kwam er niks, hoorden ze niks.
Want dâ was ook wel hoarlie stiekeme pakmenier.… blaif sitte,

jonges, sitte, bromde Klaas zacht voor zich uit. Piet lag zwaar-
ingehouen ademend te loeren in ’t duister nachtgat voor ’m, te
luisteren of ie stappen hoorde.… maar de wind [236]gierde áán.
Eindelijk stond Klaas zacht overeind, keek ’t diepduizelige donker
in.… Nergens hoorde ie geloop of aandreigend geschreeuw.
Kees floot licht.… Dat kon ie niet langer verdragen.… Zacht seinde
Breugel hem terug, wachtend op windstootrust. Koome en Delker
hurkten vlak bij elkaar, zonder dat ze ’t wisten. Delker, hoorend vaag
signaal, sloop òp, stootend tegen Koome.… Alleen Piet en Plomp
durfden zich niet roeren van hun plaats. Want zeker had ie ’t
gevoeld, Plomp, dat ze an z’n beenen getrokken hadden.—
Kees woedend en doorbibberd van kou, was uit de sloot

gesprongen, zong met zachte stem hoe.… éét.… hoe.… ééét!—Op
’t geluid àf nu, naderden de donkere kerels elkaar..
—F’rrek Delker, wá’ hai je roepe.. d’r is g’n vlieg op ’t pad..
—Ikke hep g’n bek ope doan.… ik docht dá’ Piet roept.…
—Ikke?.… ikke?.… hep niks sait.… Plomp waa’s ’t!..
—F’rrek, waa’s ’t die snaiboon?… woedde Klaas Koome, heul goed

snurkert, we motte je weer meehebbe foàdertje.… op da terain
poàtertje.… die skreeuwbeweging is nie kwoad f’rdocht.… ikke
konsteteer van dà’ j’ mi’ moedwil dàan hep.… op dâ terain bin ik
deùrpokt en deùrmoàseld.… nou legge de k’naintjes f’rdomd achter
de poap!
Even klonk stemmengedreig van Delker en Breugel in ’t duister,
tegen Plomp. Uit de nachtbefloersde koppen gromden zware
vloeken.… Koome kon niet ophouên. Nijdig hakte Kees in
stemmegefluister de ruzie door, met korte beveelwoorden, tegen
gierwind in. Rondom den duisteren kerelsstoet, zwol ààn uit alle
duinhoeken, helsch stormorkest, saamgeschald in nachtspraak.—
Bange, sidderlange fluitgeluiden stegen hoog in woest-gillende
vervoering, boorden dóór schaterende krakingen van dooreen
gewaaide orgelklanken, met warrenden jammer van violen, wild en
ijlend. En vèr.… vèr.… bòven laag toongestorm en gedreig, georgel
en gezang,—als plots stòm bleef ’t fluitgeluid,—droefde klagelijk
weemoed van diepen hobo-toon, die moduleerde, àl moduleerde, als
zangstem van zingende waanzinnige in eenzaamheid, meestijgend
en dalend [237]met ’t duistere lied van de nachtzee. En soms weer, uit
helsch donkerdiep nachtzwart, kaprioolden vreemde gonggalmen,
geluiden en zangen van nooit gehoorde instrumenten, mysterieus en
angstig-ver.… Geschrei dat zong, zong, versidderend van weenende
harpen uit duisteren nacht, zachte mijmeringsklanken van aëolienen
en gitaren.…. rondo’s en stakato’s, ijl-verzwevend boven ’t woest
donderend stormorkest. En lager, lager, in grondtoon, demonisch
breed, ’t dieper gezang van adagio’s, doorstormde
klankenplechtigheid, stukgeslagen akkoorden uit nachtkathedraal
aangewaaid, smachtend en zwellend door ’t duister; zwellend van
mijmerende melodie naar woeste klankschalmei.—Scherzo’s
afgestooten en verslierd in jubel, in snerpende triolen, gracieus van
spot, als schaterende karbouterstemmetjes.—En zacht, ijl,—in
stilstand even van vlagen, bij pauzen van donkere razing, dreighevig
als zwarte stormgolven, aangedonderd uit zeeduister—weer
mijmerend nageklaag van motieven, weenende harpenzang uit
duister, en weemoed van ronddolende ziels-mandolines.
Onbewust voelden de stroopers iets van de stemmen-mysterie

rondom. In het duister orkaangeraas liepen ze dichter bijéén, tegen
de stil-donkere duinruggen, die dreigden dààr, in hel nachtzwart,
hoog en geweldig in hun aaneenrijging. Breugel stapte naast Kees,
die z’n achterlader weer be-hageld had. Barre wrevel wrokte weer op
tegen Plomp.
—Aa’s sullie tog van achtere komme.… gaif je hullie tog ’n poar
strieme.… daa’se veur meroakel legge.… da’ tuig.… op da’ terain.…
barstte Klaas uit.
—Joa, moar.… haperde stem-angstig Plomp, die niet wist, hoe zich
te verdedigen nou er geen koddebaiers op ’m gesprongen waren,
zich doodschaamde voor de kerels.… ze hadde main tog fideel beet
van ondere.…
—Wá’ beet.… beet, bosluis.… se moste je mostere.… waa’s

netuurlik ’n struikbeweging woa’ je mi’ je pootjes in vasthoakt bin.…
stoan doar ommers de paas te merkeere.… sloerie.… Is je spuit in
orde Kees? hée Breugel!.… gaif màin effe de brom.… ik hep
stikkedorst.… ’n urretje ken [238]ik best likke nou.… warrempies
hier.… wà jou?.… tussche drie loer-miroàkels!.…
Koome kon niet stil zijn. Plomp beefde als ’n aar.… Nou zag ie nog
niks.… aa’s tie nou moar van ’t pad weg snappe kon.…
Kees en Breugel stapten spraakloos naast elkaar.
—Hier Breugel.… hier Kees! jai ook ’n slok.…? sî heete suuker in.…
f’rvloekt lekker!.…
Kees gaf geen antwoord, dronk nooit onder ’t stroopen, Delker en

Piet sjokten weer achter Klaas aan, met Plomp midden in, voort,
almaar voort. Ze zouen ’t maar weer eens probeeren. Plomp bromde
in zich zelf, dat ie nou z’n bek zou houen al sprongen d’r tien
kottebeijers te gelijk op ’m af; al worgden ze ’m. Bibberend van kou
en regennat sjokte ie, toch wat minder bang voort, tusschen de
kerels in. Hij voelde nou ook minder angst voor Kees, die ’m geen
woord verwijt gedaan had. Eerst dacht ie, dat ie ’m ’n hagelschot
door z’n rug zou jagen.… Dat hadden ze’m van alle kanten gezegd
als ie meegong en hai deed wat tegen Kees’ zin. Nou gromde dìe ’t
minst en lichter voelde ie zich met z’n stappen, in ’t zwarte, eeuwig-
zwarte voor ’m, rustiger ook, nu stormgerucht schrei-zachter
verklonk.
Bij ’n woest duinbrok, dat hoog lag, als donkere dreiging tegen éven
doorschijnenden luchtkring, morrelde Breugel weer aan z’n lichtbak,
gingen Delker en Kees ’m dekken. Plots schoot zoeklicht van fellen
reflektor over ’t sneeuw-modderig duinpad en hevig-hoog, in ’t licht,
rossig-goud bevoet, aan den top dampiger lichtgeel, onder helle-
zwart, drongen uit duistering de duinbulten òp, schuw aangegloeid,
omknellend aan alle kanten de donkere kereltjes. Als reuzige
mensch-stierruggen, hoog bijéén, stuttend elkaar dromden ze áán
tegen ’t kleine menschenstoetje in. En telkens uit anderen hoek, in
lichtslingering van bak, rugden ze op, zwijgend rond de kereltjes, nu
kleingeslagen tot dwergjes in ’t woeste licht, ’t ros-wilde licht, dat
éven gloeide over de opéen dringende, en starend-blinde,
besneeuwde minotaurus-kudde. [239]
Op en àf sloop ’t stroopersstoetje en dwars in den lichtbrand, met

woesten rem, schoot schaduwspel dooréén, zich bemoeiend in
jachtpassie der kerels. Telkens stond nieuwe dreighoek in ’t rosgouïg
licht te dampen, staarde de Nacht boven de lichtkringels uit, bòven
bang-hooge rugbulting, als duistere heerscher, opjagend den
reuzigen minotaurus-stoet tegen de poerende mannetjes; slingerde
weer wèg de lichtbaan, viel dicht over de ros-sneeuwige ruggen de
nacht in nog angstiger zwart, dan vóór den kaatsbrand. En zwaar, in
stomme razernij tuimelden de schaduwen mee, gebroken doorhakt
in brokken, als spottend, springend in den grondbrand, plots weer
verdwijnend in donkering. Verder door de nachthel, in sluip,
kromden, kropen en joegen ze voort bij lagere duinbulten, die als
stomgeslagen in schrikboei, roerloos ’t licht langs zich slingeren
lieten, verbaasd in rossigen staar; weer wègsliertten uit slingerkring,
de duistering in, vóór ze schreien konden, méé met den al zwakker
kermenden windzang.
En voort ging ’t stoetje, in de weenende eenzaamheid van loeinacht

en verstervend stormgerucht, om kronkelpaden, overal omdreigd
van de stom-zwijgende zee-wachters, ingekneld tusschen den
mensch-stierigen opstand, aandrommend in rosgouën damp. Voort
stapten de stroopers, nu levend in één loer, één adem, niets
beseffend van nachtangst, vastgemoerd in hartstocht van vangst.
Snel en zeker, zonder struikeling, gingen Kees en Breugel voorop, in
lichtdonkeren beenengang. Maar nergens nog verschichtigde wild.
Breugel vloekte van nijd. Sneller wentelde ie z’n bak, dat de cirkels
in golfstroom over de titanische duinwezens den nacht inrilden, als
goud-schel weerlicht.
Plots stònd Kees, knalde ’n schot, nog een, nog een.…
Koome vloog achterop in wilden dans, greep toe, stopte in dol

gebaar van hartstocht alles den grooten zak in. Even bukte z’n
schooier-mager lijf, met belichting van rooien halsdoek, bloederig in
den fellen lichtslag van reflektor, en zwaar beefden z’n lippen van
jacht-passie. Telkens éven schoot ie tusschen Kees en Breugel dóór,
soms vlak ònder windvlaag verschreienden geweermond, waaruit ’n
noodlots-stem klaagde; [240]sprong ie terug, plat op den grond, of
bukte in rossigen lichtbak-brand, dat z’n vurige tronie vlamde, z’n
beeflippen weer zwollen in den gloeistroom. Woest schroeide z’n
tronie, met bloedvlekjes om z’n mond gespat, trilden nog wittige
haartjes op z’n beeflippen, van woesten nekbeet aan elk konijntje dat
vóór den greep nog krampte en hinkend klagelijk verpiepte,
smartgeluidje op den sneeuwgrond.
Tien passen van Kees af, zat ’n konijn recht op, met trillenden
schrikstand van de lange stijve ooren, oogjes beduizeld van licht, z’n
gelig-wit bedonsd haarborstje bevend, pootje over z’n angstig
bewegelijk neusje te wrijven.
—Mo’ je nog ’n booskap.… lolde Koome.… doen t’ met.… aers gain

tait.…
’n Schot dof brandde uit; vuurvonken en blauwige lichtjes kronkelden

vlamgrillig om Kees’loop. Achter ’m ààn, sprong Klaas, z’n schaduw
woester meeslingerend in den grondbrand. Even sleurde z’n zak
langs de sneeuw.… wou ie wat lollen, toen Kees dreigfluisterend ’m
roerloos hield.
—Blaif doar!.… sitte nog twee!.…
—Woar snof’rjenne?.… ik sien puur niks!.…
Weer knalde ’n schot, daver-echoënd als ’n slag van onweer en met

geelwit borstje sprong hoog in duizelkramptrek, ’n ander in de
lichtbaan, voor Kees’ voeten; kermend klein lijfje, donker bebloed.
Koome, gretig, snoof bloedgeur, greep toe, beet konijntje den kop in,
vlug en tandscheurend-raak, in ’t weeke beenderenstel, dierke
neerkwakkend op zakbodem.
—F’rrek, juichte z’n stem; wat ’n lampies die vint hep.… f’rvloekt aa’s
ik nie docht daa’t ’n molshoopie was.… waa’n lampies!.…
—Hou je bek driftte Kees, die één loer was, elk grasje zag trillen, elk
plekje bewegen op het lichtbrok dat voor ’m uitcirkelde, in duizel.—
—Kristis, juichte gesmoord Klaas, nou he’k sain ook in de lampies,
twee langoore!.…
—Bek dicht, heeschte Kees, en langzaam even mikte ie, in lichte

kromming van romp, dat noodlots-geschrei van zachten [241]wind
vóór zuiggat van geweerloop angstiger verklonk in de stilte, alsof de
naakte Duivel zèlf in z’n knokige pezigheid ingehurkt zat te blazen op
helschen misthoorn.
Knal-donderend spatte schot uit, en zonder te weten of ie raak was,

zeker van Kees, holde Klaas in de baan vooruit, vlak achter het
davergeluid dat verwaaid nog natrilde, tusschen de duinruggen in.
Piet keek telkens verbaasd naar Klaas’ sprongen, vergetend dat ie
zelf uit kijker was. Alleen Delker loerde in den nacht, op verren
afstand goud-zwart-rossig stoetje volgend. Plomp holde weer mee,
dan hier, dan daar, in zweetangst, van vetten Breugel naar Kees,
vóór Klaas, die ’m wegduwde en stompte, als ie ’m voor de beenen
liep. Dàn voelde Plomp zich benauwd, benauwd, dat Kees per
ongeluk hem raken zou in lichtbakzwenk. Bij elk schot rilde huivering
door z’n lijf, tot z’n teenen, zag ie uit ’t duister de kottebijers klaar in
hun sprong. En telkens had ie lust den bak uit te blazen omdat die
ze zoo brutaal aanwees wáár ze stroopten.—
Maar niks gebeurde, niks om ’m.
Nog ’n uur sjouwden de kerels, zonder dat er geschoten werd. Kees

was met Breugel anderen kant van ’t duin ingeslagen, bij ’t landgoed
van van Ouwenaar, vlak bij ’t bosch.
—Hoe loât is ’t, vroeg Breugel, doodop, zak-lap voor lichtbak éven
wegtillend om Koome te kunnen laten zien op z’n horloge.—
—Vaif uur, t’met Piet, aarzelde Klaas uit, bukkend in den gloei-
flakker van reflektor.—Van Ouwenoar lait op s’n ruggetje, lolde ie
voort, naar Hassel, die achter z’n hielen aanliep.
—Nou ik stop!.… gromde Kees, ik goan terug!.…
—Nou.… ikke ook, zei Breugel, ik sterf van de kou en natte.…
—Trug vraier?.… wai hebbe nog niks t’met, zei Klaas, stem-ontsteld.
—Ke nie dondere.… m’n vingers stoan aa’s hoakies.… ken gain
poot meer an de trekker sette.… en d’r komp tog g’n luis.…
hoeveul?.… [242]
—Twintig k’naine.… drie langoore.… gommenikki.—Verleje week hai

je’r veertig.… en vaif hoase!.…
—Ke’ nie bokkeme.… ikke set stop!.…
—Nou, en ik bin saik tut op main botte, klaagde Delker.—
Bij elkaar dromde ’t stoetje. Snel had Breugel z’n lichtbak gedoofd.
Als in stemmebetasting naderden ze elkaar in ’t dikke duister.
—Nou van Ouwenoar, lolde Klaas weer, nou mo’s je wete dá’ wai
hier stoane!.… op dâ terain ke je de paas nie merkeere poatertje?
zeg Breugel, jai nog ’n slok?.…
—Nou ikke ook, wâ hèe?.… verweet Delker, die gulzig inzoog

jenevervocht uit de kruik, en in donker op tast ’m weer Klaas terug
gaf.
—La’ stikke.… die kerel.… verslikte ie hoesterig.—
Kees was over scheerdraad heengesprongen met de kerels achter

aan. Plomp, langzaam, moest geholpen worden door Piet, die ’m er
half oversleurde dat z’n broek haken bleef in de pennen.…
—F’rrek! nou kost ’t main nog ’n broek!.…
—Allo!.… kaik!.… woar sit je.… kom!.… ik sien hoarlie nie meer.…
skàr.…, nijdigde Piet, die geen weg wist en niet van den stoet af wou
dwalen.…
Breugel giftte nog tegen Klaas.—
—Ze frete main heule tuin op.… die meroakels van k’naine, f’rleje
joar hebbe se main heule oogst f’rwoest.… die krenge.… om hullie
he’k nie betoale kenne.… die stinkpoone!—
—Nou, hitte Klaas, aa’s ’k half dood ben, goàn ’k se nog achter
skot.…
—Jai!.… jai!.… da’ doen jai veur je pelsier.… moar wai noakende
rotte.… wai hebbe ’r van te laie.… de groote heere hebbe d’r lol
van.… moar wai niks aa’s ongeluk en f’rdriet.… ’t is puur onhail!.…
—Hou toch je snoàters, snauwde Kees, wie f’rkoopt?.…
—Wâ!, je ken nou sooveul babbele aa’s je lust.… geweer [243]en

bakkie in ’t sakkie.… nou is ’t ’r nie eens meer ’n baipad te
moake!.… op dâ teràin.…
Plomp dobberde weer mee in ’t duister, achter den zak van Breugels
lichtbak. Hij gromde in zichzelf, dat ie ’t nooit zou leeren. Nooit had ie
docht, dat ’t soo gevoarlik was. Nou aas tie doar nou wa’ mee mos
bai f’rdiene, kon is s’n aige wel ophange.…
Z’n angst verzonk, toen ie hoorde, dat ze waren op publieken weg

bijna, en nou vast wist dat de lichtbak uitgedoofd in de zak bleef.
—Seg Kees, begon Klaas Koome weer, loopend en sprekend ’t

duister in, wee je.… nog verleje week? Seg Breugel!.… da’ ha je bai
motte weuse.… ses hoane hep ie skooie!.… soo.. poeff! in ’t
donker.… uit de boom!.… Piep.… sait t’r één, bai ’t bossie.… piep!
sait d’aer op ’t Hoàneprejeeltje.. piep-piep! sait derdes en vierdes in
’t Kruisgrot je.… se snertte d’r so t’met uit de takke.… dá’ waa’s d’r ’n
piepbeweging op da’ terain.… Ik konsteteer van daa’ tie ’r ses soo
hep neersmete!.… allegoar in ’t donker.… op ’n aere plek.… hep ie
hoarlie paas loate merkeere.… enne toe gong hai moar verder!.…
Enne.… op de terugtocht hep hullie in vaif menute al die meroakels
vonde.… Dá’ noem ’k werk hée? da’ heppe hoarlie de paas loate
merkeere.… Op da’ terain is t’r nie ééne!.… seg moar hoe ie ’t
lapt.… soo al die plekke in s’n test!.… hee?—
—Wá’ he je weer te klesseneere, snauwde Kees.… wie f’rkoopt?.…
Maar Klaas hoorde niet. Woest voelde ie nog in zich ’t genot van de
vorige week.…
—Nou, as se sain.… op de hiele hadde sete, hei Piet.… wa’ jai? se

hebbe mit d’r achte op ’m loert.… en nie eens ’n baipad.… ha! ha!
ha! wat ’n kuikes.… verleje moand hep ie nog sprenkels had, al s’n
strikke hebbe sullie ganneft.… op da’ terain!.…
—Hep ie wa’ vange nog?
—Of ie!.… éen hoas, mit s’n veurpoot d’r afdroaid.… [244]jemi!
kroemi!.… wa da’ kreng skreeuwde.… hai hep se rejoal d’r
afknepe.… de sprenkel!.… je had sain ’n smoel motte sien trekke.…
toen ’k sain de borst indrukt hep!.… Moar de strikke hebbe sullie
pakt.… sullie lagge op de loer.. en van Delker hebbe sullie de strikke
pakt.… en s’n spoor!.. da’ kuike hep ’n nieuweling meebrocht die in ’t
sand loope hep!.… doalik hadde se s’n spoor!.… hai hep achtien
doage had!.… wa’ ’n vuile hée?.… da’ heerskap van de droaibank.…
hee.… op da’ terain.…
—F’rrek,.… achttien doage? vroeg ongeloovig Delker.
—Nou wa’ sou ’t.… daa’s al drie keere.… dat ie ’n prent thuis
kraigt.… kè se waif an ’t beskot hange.… veur ’n pronkie.…
—Kerel hou je bek nou.… wie f’rkoopt? drong Kees aan.
Piet en Plomp telden niet mee; wouen niks hebben. Piet vloekte.…
Nog nooit was ’t ’m zoo ellendig naar ’t hart geslagen, de kou en de
beroerderigheid. Was dat lol?.… hij rilde van koorts! Liever vaif steek
diep, elken dag, dan soo’n grap!.… Doorzogen was ie tot op z’n
huid. De eerste en laatste keer.… Jesis, wa’ begreep ie nou goed,
dat Kees d’r de pest an had. Kapot was die d’r van!.… Kapot.… en
de slaap duizelde in z’n kop.… Kloas was ’n kwoàje.… moar
Kees!.… Kees, gain stom woord had ie t’met teuge sain sait.…
Plomp, dood op, vroolijkte bij, nu ie geen gevaar meer voelde.
Wind loeide nog maar bij eenzame vlagen zwaar bulderend achter
ze aan, uit ’t duister, al uit duister.…
Bij ’t duinpad waar Kees krot lag bleven ze even staan.
—Nou g’nacht!.… aa’s ’k poar uur slape hep.… goan ik mi sprenkel

van Joap ’t duin in.… Seg.… Kloas.… goan je bai pelier van ’t
slangetje.… breng murge moar sinte.. ’t k’nijn nie minder aas vaiftig
sint!.… ’k si droog..
—Bestig kapetain!.… op da’ terain wee’k ’n eenige

pelierbeweging.… hai merkeert de paas bai ’t bruggetje van
Woagestroat in Aimuide.… ikke konsteteer van da’ tie duizend
k’naine p’r dag.… f’r.… [245]
—Nou nacht manne, brak Kees af.… ’t zwart-stille pad òpstappend,

tegen ’t donkere krot aan.
Stil van ’m af, donkerde ’t stoetje den modderweg naar Wiereland
op.
[Inhoud]
III.
Zacht had Kees de deur van de klos gelicht en zachter nog stapte ie
binnen. Benauwing van duffen slaapstank wasemde uit ’t stikduistere
slaapkrot op. Hij rilde, z’n lijf dreef in nattig, drabbig vuil en z’n plunje
dampte regenlucht uit naar z’n hoofd. Onder het uittrappen, moeilijk
en hijg-zwaar, van z’n kleef-zuigende hooge schoenen hoorde ie
zwak-weeke stem van z’n vrouw slaperig zang-neuriën:
Sloap, maideke sloap

d’r buite lo-oopt ’n skoàp
Hai hep vier wi-tte voetjes
Hai drink se mellikie soe-oetjes.
’n Wilde wrevel steeg ’m naar ’t hoofd.… f’rdomme was die maid nou
weer an ’t skreeuwe.… Nou da’ hai d’r juus tukke gong.… Was da’
nou nie moedwil van ’t waif.…
’n Stoot, dof-krakend tegen ’n kruk had ’t kindje weer uit den dommel
gescheurd. Krijscherig-scherp jammerde met langen kramphuil in
zuigelingdrift ’t kindje uit ’t donkere bedholletje.—Wimpie woelde
rond en-om, zonder wakker te worden.
Dol-driftig liep Kees naar de bedstee, en heeschte in stikwoede, die

bij vlagen in ’m ophitten kwam, door niets te temperen:
—Is ’t weer soo wait?.… Kâ se d’r bek nie houë.… waif!
—D’r bek houë?.… ’t Skoàp hep taa’nndjes.…
—Rooit na’ niks! ’k mo’ d’r in.… taa’nntjes!.…
—We’ ja! Hier-oppan!.… skreeuw Wimpie wakker!.. leg je aige moar

neer.… hee?.… [246]
Heviger gistte er razernij in Kees.… Hij zou d’r ’n pats tegen d’r kop
geven aa’s se nog ’n woord zei.…
—La’ die prop d’r bek houë.…
Hij kon bijna niet meer van drift-moeë nijdigheid.
Maar heftiger krijschte zuigeling, in barstende zwelling van huil-kreet

er doorheen.
—Je bek dicht, duifel! helhoak! spoog ie uit, meppend ’t kind in

donker tegen Ant’s lijf aan.
—Hierop-pan!.… sloan d’r van mekoar, nijdigde Ant ertusschen, we-

joa.… f’rmoor d’r moar.…
Kees voelde dat ie z’n drift moèst temperen. Hij zou Ant en ’t kind
anders tegen elkaar plat slaan.…
Over zuigeling heen, was ie met z’n regenstinkende modderplunje

nat en vuil in ’t slaapholletje gesprongen. Andere bedekking dan wat
rotlappen was er niet.… En hij trilde te veel om zich uit te kleeden.
Ant had zelf driftig ’t kind op d’r haverdoppenzak gesmakt, was

opgestaan, om ’t lampje aan te steken.—Maar alléén zich voelend,
krijschte heviger ’t kind òp, dat Wimpie schokte in z’n bedje.…
—Hou je smoel satansprop! donderde Kees weer uit, ’t
onbeschermde kind nu, van uit z’n hoek op ’t kopje patsend in
driftwaanzin, dat dof de klappen bonkten en z’n ellebogen stootten
tegen ’t beschot. In wilde rammeling schudde ie ’t lijfje heen en weer,
dat ’t kind stuipiger aankrijschte, heviger in zwelling.
—Godskristis, t’met sou die d’r hersens te pletter sloan, teuge de

grond.… aa’s se d’r bek nie hield.… raasde ’t in Kees.… Ant was
toegehold, had ’t kind opgelicht en in d’r armen gesust. Kees kòn
niet meer, wou stilte, slaap, niks dan slaap, slááp, hijgend òp van
vermoeienis en aftobbing. Op ’r vuile voeten, maatgangde Ant, heen
en weer wiegelend, ril-koud, in ’r smerig hemd. Laag groezelde ’t
lampje wat licht neer in ’t killige vertrek.—
Zachter nu dreinde de zuigeling.… z’n eeèè’s.… eè.… èèè’s,

afgebroken door sus-schokjes van Ant’s been. Ze was
[247]neergeslobberd op ’n stoel. Haar borst hing roodgebeten van ’t
persend-mummelende zuigelingsmondje. Niks meer had ze er in.
Zwaar-rood gezwollen kransten er donkere pijnkringen om de tepels.

Maar dóór gulzigde zuigelingsmondje naar zwarte zog, slap-
voedselloos néérhangend aan grove borst. Driftig frommelde Ant vuil
doekje naast ’r, tot ’n propje, beet ’t week, met sterke tandhappen,
dodderde er speeksel op en duwde ’t zóó, klefferig doorzogen,
gulzig-kreunende zuigelingsmondje in. Zwaar-rampzalig schraapte ’r
triest-zwakke stem in huivering, door ’t zwak-gelende kamergrauw,
onder zacht maatbeweeg van één been:
—Sloap.… maideke sloap.… d’r buite lo.. oopt ’n skoap..
Droef en diep-eenzaam bleef zeurig nagalmen ’r tobstem, in den hel-

nacht, lang, heel lang, ééndeunig. En ingeslonken verschrompeld,
bibber-kleumde ’r afgebeuld lijf, ’r beenen gespreid tot schoot, waar
zuigeling met z’n kopje plat in wiegelde.

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(eBook PDF) Consumer Behaviour 6th

The trusted resource for consumer

Consumer behaviour is a fascinating subject

In this text the authors clearly explain consumer

Leon Schiffman | Aron O’Cass | Angela Paladino | Jamie Carlson

consumer behaviour 6th ed.indd 1 26/07/13 1:36 PM

Summary 65 The development of motivational research 99

A01_SCHIF61533_06_LT_FM.indd 7 23/07/13 4:10 PM

Key terms 141 ◗ Behavioural learning theories 202

6 Consumer learning and How attitudes are learned 260

A01_SCHIF61533_06_LT_FM.indd 8 23/07/13 4:10 PM

◗ Strategies of attitude change 262 Message framing 304

A01_SCHIF61533_06_LT_FM.indd 9 23/07/13 4:10 PM

Discussion questions 351 Key terms 387

◗ Geodemographic clustering 377 Core values are not only an Australian

A01_SCHIF61533_06_LT_FM.indd 10 23/07/13 4:10 PM

◗ Religious subcultures 439 Adaptive global marketing 470

A01_SCHIF61533_06_LT_FM.indd 11 23/07/13 4:10 PM

Exercises 528 Part 5 Consumer

A01_SCHIF61533_06_LT_FM.indd 12 23/07/13 4:10 PM

Packaging-to-price deception 602 ◗ The nature of consumer attitudes 639

A01_SCHIF61533_06_LT_FM.indd 13 23/07/13 4:10 PM

How to use this book

Consumer needs and motivation

with a powerful colour the same the brand

advertisement, along with

a topic overview, and a list

A01_SCHIF61533_06_LT_FM.indd 14 23/07/13 4:10 PM

End-of-chapter material Case studies

and questions, which promote active

Two sides boxes TWO SIDES

discussion, are featured in

students to think further Questions

about these complex issues.

A01_SCHIF61533_06_LT_FM.indd 15 23/07/13 4:10 PM

A01_SCHIF61533_06_LT_FM.indd 16 23/07/13 4:10 PM

◗ New to Consumer Behaviour 6th edition

A01_SCHIF61533_06_LT_FM.indd 17 23/07/13 4:10 PM

Aron O’Cass, University of Tasmania

A01_SCHIF61533_06_LT_FM.indd 18 23/07/13 4:10 PM

◗ About the Australian authors

Dr Angela Paladino is an Associate Professor in the Department of Management

Dr Jamie Carlson is a senior lecturer in marketing at the Newcastle Business School,

A01_SCHIF61533_06_LT_FM.indd 19 23/07/13 4:10 PM

OUTPUT Post-decision behaviour

M01_SCHIF61533_06_LT_C01.indd 20 23/07/13 4:09 PM

M01_SCHIF61533_06_LT_C01.indd 1 23/07/13 4:09 PM

1.2 Understand why marketers study consumer behaviour (p. 6 )

1.6 Understand the types of consumer research (p. 18)

M01_SCHIF61533_06_LT_C01.indd 2 23/07/13 4:09 PM

M01_SCHIF61533_06_LT_C01.indd 3 23/07/13 4:09 PM

◗ What is consumer behaviour?

Personal consumers and organisational

M01_SCHIF61533_06_LT_C01.indd 4 23/07/13 4:09 PM

—Stil, we sitte hier tussche vier koddebaiers, klankloos fluisterde

—Mo’k jou achteròp, vroeg Piet?.…

Breugel zat op z’n knieën, voorover in duistering, met lichtbak aan

Even schimde rossig kerelstoetje òp in ’t waskaarsvlammetje van

—Hailige moagd, schrik-schreeuwde Plomp, t’met sien se ons.…

—Hou je bek, woede-fluisterde Kees, die nu klaar met ’t geweer aan

—Ja,.… presint.… merkeer de pas.…

—Merkeer de paas, dofte stem-gesmoord Klaas terug, ikke

—Da’ ken je hullie ’n sneebeweging van gaife.… op da’ terain! lachte