Notes 103
influences are operating. The attitudes of others, unanticipated situational factors,
and perceived risk may all affect the decision to buy, as will consumers’ levels of post-
purchase satisfaction, the company’s postpurchase actions, and consumers’ postpur-
chase use and disposal of the product. Satisfied customers will continue to purchase;
dissatisfied customers will stop purchasing the product and are likely to spread the
word among their friends. For this reason, smart companies work to ensure customer
satisfaction in every stage of the buying process.
NOTES
- Tobi Elkin, “Product Pampering,”Brandweek,June 16, 1997, pp. 38–40; Tim Stevens,
“Lights, Camera, Innovation!”Industry Week,July 19, 1999, http://www.industryweek.com; Rekha
Balu, “Whirlpool Gets Real with Customers,”Fast Company,December 1999, pp. 74, 76. - See Leon G. Schiffman and Leslie Lazar Kanuk, Consumer Behavior,7th ed. (Upper Saddle
River, NJ: Prentice-Hall, 2000). - Carole Radice, “Hispanic Consumers: Understanding a Changing Market,”Progressive Grocer,
February 1997, pp. 109–14; Dana Canedy, “The Courtship of Black Consumers,”New York
Times,August 11, 1998, p. D1; Sharon Fairley, George P. Moschis, Herbert M. Myers, and
Arnold Thiesfeldt, “Senior Smarts: The Experts Sound Off,”Brandweek,August 4, 1997,
pp. 24–25; Candace Corlett, “Senior Theses,”Brandweek,August 4, 1997, pp. 22–23. - Ibid.
- See Rosann L. Spiro, “Persuasion in Family Decision Making,”Journal of Consumer Research,
March 1983, pp. 393–402; Lawrence H. Wortzel, “Marital Roles and Typologies as
Predictors of Purchase Decision Making for Everyday Household Products: Suggestions for
Research,” in Advances in Consumer Research,Vol. 7, ed. Jerry C. Olson (Chicago: American
Marketing Association, 1989), pp. 212–15; David J. Burns, “Husband-Wife Innovative
Consumer Decision Making: Exploring the Effect of Family Power,”Psychology & Marketing,
May–June 1992, pp. 175–89; Robert Boutilier, “Pulling the Family’s Strings,”American
Demographics,August 1993, pp. 44–48. For cross-cultural comparisons of husband–wife
buying roles, see John B. Ford, Michael S. LaTour, and Tony L. Henthorne, “Perception of
Marital Roles in Purchase-Decision Processes: A Cross-Cultural Study,”Journal of the
Academy of Marketing Science,Spring 1995, pp. 120–31. - George Moschis, “The Role of Family Communication in Consumer Socialization of
Children and Adolescents,”Journal of Consumer Research,March 1985, pp. 898–913. - Marilyn Lavin, “Husband-Dominant, Wife-Dominant, Joint: A Shopping Typology for Baby
Boom Couples?”Journal of Consumer Marketing10, no. 3 (1993): 33–42. - James U. McNeal, “Tapping the Three Kids’ Markets,”American Demographics,April 1998,
pp. 37–41. - Rob Yoegel, “Reaching Youth on the Web,”Target Marketing,November 1997, pp. 38–41.
- See Lawrence Lepisto, “A Life Span Perspective of Consumer Behavior,” in Advances in
Consumer Research,Vol. 12, ed. Elizabeth Hirshman and Morris Holbrook (Provo, UT:
Association for Consumer Research, 1985), p. 47. Also see Gail Sheehy, New Passages:
Mapping Your Life Across Time(New York: Random House, 1995). - Arnold Mitchell, The Nine American Lifestyles(New York: Warner Books), pp. viii–x, 25–31;
Personal communication from the VALS™ Program, Business Intelligence Center, SRI
Consulting, Menlo Park, CA, February 1, 1996. See also Wagner A. Kamakura and Michel
Wedel, “Lifestyle Segmentation with Tailored Interviewing,”Journal of Marketing Research32,
no. 3 (August 1995): 308–17. - Paul C. Judge, “Are Tech Buyers Different?”Business Week,January 26, 1998, pp. 64–65, 68;
Andy Hines, “Do you Know Your Technology Type?”The Futurist,September–October