Consumer Behavior, 7e: Table of Contents

Table of Contents

: PART I INTRODUCTION TO THE STUDY OF CONSUMER BEHAVIOR

1.   The Diversity of Consumer Behavior

2.   Consumer Research

PART II THE CONSUMER AS AN INDIVIDUAL

3.   Market Segmentation

4.   Consumer Motivations

5.   Personality and Consumer Behavior

6.   Consumer Perception

7.   Learning and Consumer Involvement

8.   Attitudes and Consumer Behavior

9.   Communication and Persuasion

PART III CONSUMERS IN THEIR SOCIAL AND CULTURAL SETTINGS

10.   Reference Groups and the Family

11.   Social Class and Consumer Behavior

12.   The Influence of Culture

13.   Subcultures and Consumer Behavior

14.   Cross-cultural Consumer Behavior: An International Perspective

PART IV THE CONSUMER'S DECISION MAKING PROCESS

15.   Consumer Influence and the Diffusion of Innovations

16.   Consumer Decision Making