| Part I INTRODUCTION 1 ON BECOMING A CONSUMER Vignette: Yulan Wang Becomes a Fast-Food Consumer Introduction What Is Consumer Behavior and Who Is a Consumer? Independent and Dependent Consumer Behavior Why Dwell on the Development of Consumer Behavior Patterns in Childhood? Most Behavior of People Is Consumer Behavior Consumer Behavior Is 24/7/360 Consumer Behavior Provides for Others Consumer Behavior Is for Self-Image Consumer Behavior Is Part of the Imagination Consumer Behavior Facilitates Cognitive and Physical Development Consumer Behavior Is the Most Gratifying of All Activities Consumer Behavior Is the Essence of a Developed Society Consumer Behavior Is a Directive to Marketers What Is Meant by Consumer Development? Stage One: Observation (0-6 Months) Stage Two: Requesting/Seeking (6-24 Months) Stage Three: Selecting/Taking (24-48 Months) Stage Four: Co-Purchase (48-72 Months) Stage Five: Independent Purchase (72-100 Months) In the Rest of the Book Part II ENVIRONMENTS IN WHICH CONSUMER BEHAVIOR PATTERNS DEVELOP 2 THE PHYSICAL ENVIRONMENT AND ITS INFLUENCE ON THE DEVELOPMENT OF CONSUMER BEHAVIOR PATTERNS Vignette: Tony's Photo of His Favorite Place and Favorite Things The Two Environments: Physical versus Social The Contents of the Physical Environment: Objects, Objects, Objects The Nature of the Physical Environment It Develops with the Child It Participates in the Child's Development It Is Inanimate but Can Seem Animate to Children It Is Mostly Commercial It Has Its Dangerous Side Origins of the Physical Environment Discussion 3 THE SOCIAL ENVIRONMENT: CONTRIBUTIONS OF SOCIAL OBJECTS TO THE DEVELOPMENT OF CONSUMERS Vignette: Two-Year-Old Howie Finds His Favorite Brand at Daycare Children's Two Environments: Social and Physical Contents of the Child's Social Environment: People and Near-People Nature of the Social Environment: Adults and Peers Stages of Social Development Becoming a Relational Person Becoming a Boy or Girl Identity Formation Cognitions of Self Cognitions of Others Discussion Part III THE RELATIONSHIP BETWEEN CONSUMER DEVELOPMENT AND THE DEVDLOPMENT OF THE PERSON Part IV STAGES OF CONSUMER BEHAVIOR DEVELOPMENT |
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