This book focuses on a new type of inclusive consumer decision-making process model (CDM) related to new leading-edge consumers. There have been two main types of CDMs for consumer behavior: one is the stimulusresponse model and the other is the information-processing model. The stimulusresponse model is applicable when consumers buy low-involvement products, and the information-processing model applies for high-involvement products. Thus consumers' decision making depends on the involvement level for the products. With the advent of the widespread use of the Internet, however, the situation has changed. Consumers whose information sensitivity is high (i.e., among leading-edge consumers) now use the Internet to search for information even for low-involvement products. The consumers' decision-making process depends therefore on their information sensitivity, not on the involvement level of the products. Also, these leading-edge consumers become in effect another type of media as they broaden their experience through the Internet.

Under these circumstances, research about leading-edge consumers and the introduction of a new CDM is highly significant. This book gathers data about leading-edge consumers, analyzes these data, then proposes a new type of CDM called circulation marketing. Following this model, not only the previous types of CDM, but also the new kind of CDM, including share behavior of leading-edge consumers, is explained.

Presents a new, original, inclusive consumer decision-making model succeeding previous decision-making models, with tests of the utility of the new model Introduces a new type of leading-edge consumers and their important roles in the Internet era, and with implications for information sensitivities in creating segmentation Uses analyses originating in Japan, without drawing upon theories and attitudes from outside of Japan

Autorentext

Akira Shimizu joined the Faculty of Commerce at Keio University as a professor of marketing in April 2009. Before joining Keio University, Prof. Shimizu worked at Meiji Gakuin University as an assistant professor from 1991 to 1993, an associate professor from 1994 to 1999, and a professor from 2000 to 2009. He received his B.S. (1986) and M.S. (1988) in marketing from Keio University, and also his Ph.D. in marketing from the Graduate School of Commerce at Keio University (2004). Professor Shimizu's research focuses on consumer behavior and marketing strategy, with particular interest in the decision-making process of consumers, sales estimation using innovative consumers, and applying consumer behavior theories for marketing strategy. He received the Best Book Award from the Japan Society of Marketing and Distribution in 2005, and also the Best Paper Award at the Global Marketing Conference in 2012 and 2018. Professor Shimizu was the former chief editor of the Journal of Marketing and Distribution, published by the Japan Society of Marketing and Distribution, and the former president of the Japan Association for Consumer Studies. He is one of the conference chairs of the 2022 INFORMS Marketing Science Conference in Japan.

Inhalt

Japanese consumers and media usage.- Evolution of the comprehensive decision-making process: Emergence of outspoken consumers.- Measuring the impact of a blog: Quantitative and qualitative aspects.- Studies on commitment.- Mechanism of attitude formation for consumers who convey information.- Emergence of communication-oriented consumer.- Research on uncertain listeners.- Studies on connoisseurs.- Brand rating in the age of information sharing.- A new decision-making processa circulating-type communications model.