Consumer Behavior

Section I Consumers in the Marketplace

Chapter 1 Consumers Rules

Section II Consumers as Individuals

Chapter 2 Perception
Chapter 3 Learning and Memory
Chapter 4 Motivation and Values
Chapter 5 The Self
Chapter 6 Personality and Lifestyles
Chapter 7 Attitudes
Chapter 8 Attitude Change and Interactive Communications

Section III Consumers as Decision Makers

Chapter 9 Individual Decision Making
Chapter 10 Buying and Disposing
Chapter 11 Group Influence and Opinion Leadership
Chapter 12 Organizational and Household Decision Making

Section IV: Consumers and Subcultures

Chapter 13 Income and Social Class
Chapter 14 Ethnic, Racial, and Religious Subcultures
Chapter 15 Age Subcultures

Section V: Consumers and Culture

Chapter 15 Cultural Influences on Consumer Behavior
Chapter 17 The Creation and Diffusion of Global Cons