Section I -Introduction
Chapter 1 Consumer Behavior and Marketing Strategy
Section 2 – External Influences
Chapter 2 Cross-cultural Variations in Consumer Behavior
Chapter 3 The Changing American Society: Values and Gender
Chapter 4 The Changing American Society: Demographics and Social Stratification
Chapter 5 The Changing American Society: Subcultures
Chapter 6 The changing American Society: Families and Households
Chapter 7 Group Influences on Consumer Behavior
Chapter 8 Group Communications and the Diffusion of Innovations
Cases
Section 3 – Internal Influences
Chapter 9 Perception
Chapter 10 Learning, Memory, and Product Positioning
Chapter 11 Motivation, Personality, and Emotion
Chapter 12 Attitudes and Influencing Attitudes
Chapter 13 Self-Concepts and Lifestyles
Cases
Section 4 – Consumer Decision Process
Chapter 14 Situational Influences on Consumption
Chapter 15 Consumer Decisions and Problem Recognition
Chapter 16 Information Search by Consumers
(and more…)