PART I
Introduction 2
1 Consumer ehavior and Marketing Strategy
PART II
External Influences
2 Cross-Cultural Variations in Consumer Behavior
3 The Changing American Society:Values and Gender Roles
4 The Changing American Society:Demographics and Social Stratification
5 The Changing American Society: Subcultures
6 The American Society:Families and Households
7 Group Influences on Consumer Behavior
8 Group Communications and the Diffusion of Innovations
Part II Cases
Cases 2-1through 2-10
PART III
Internal Influences
9 Perception
10 Learning,Memory,and Product Positioning
11 Motivation,Personality,and Emotion
12 Attitudes and Influencing Attitudes
13 Self-Concept and Lifestyle
Part III Cases
Cases3-1 through 3-9
PART IV
Consumer Decision Process
14 Situational Influences
15 Consumer Decision Process and Problem Recognition
16 Information Seach
17 Alternative Evaluation and Selection
18 Outlet Selection and Purchase
19 Postpurchase Processes, Customer Satisfaction,and Customer Commitment
Part IV Cases
Cases 4-1through 4-8
PART V
Organizations as Consumers
20 Organizational Buyer Behavior
Part V Cases
Cases5-1 through 5-3
PART VI
Consumer Behavior and
Marketing Regulation
21 Marketing Regulation and Consumer Behavior
Part VI Cases
Cases 6-1 through 6-3
Appendix A Consumer Research Methods
Appendix B Consumer Behavior Audit
Name Index
Case Index
Subject Index
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