The text has been thoroughly updated and revised, yet substantially shortened to focus attention on critical consumer behavior concepts and to highlight the linkages between interrelated principles and processes.

1. Chapters 8 and 9 have been combined to form Chapter 8, Attitudes and Consumer Behavior. Despite this change-which streamlines the flow of the text and strengthens the link between closely related material-the coverage is comprehensive yet concise. Key principles from the previous edition have been retained and updated, enhanced by new tables, illustrations, and numerous examples that show marketing strategy in action.
   
   
2. Chapters 11 and 12 have been combined to form Chapter 10, Reference Groups and the Family, a chapter that carefully traces the influence of both non-family and family groups on consumer behavior. All the critical concepts pertaining to reference membership and influence of reference groups and the family remain, presented with complete definitions and explanations along with specific marketing examples. New and revised tables and illustrations highlight principles and issues of particular importance.
   
   
3. Chapters 17 and 18 have been combined to form Chapter 15, Consumer Influence and the Diffusion of Innovations. As a result of this change, students can more clearly see the linkage between two interrelated issues: the influence that others have on consumers' behavior and the dynamic processes that shape acceptance of new products and services. Definitions and examples of key concepts have been retained and enhanced with many new tables and figures; selected sections have been streamlined and updated in recognition of emerging ideas and practices.
   
   
4. To streamline the text and focus students' attention on consumer behavior issues directly related to marketing strategy, Chapters 20 and 21 have been eliminated. However, some not-for-profit examples and issues have been integrated within appropriate chapters in the new edition.
   
   
5. Every chapter features numerous new examples, advertisements, figures, tables, and diagrams. These have been carefully designed to bring consumer behavior principles to life and show how marketers actually apply consumer theories and research in the development and implementation of effective marketing strategies.