Contents:
Section 1: Consumers in the Marketplace;
Chapter 1: Buying, Having, and Being;
Section 2: Consumers as Individuals;
Chapter 2: Perception;
Chapter 3: Learning and Memory;
Chapter 4: Motivation and Global Values;
Chapter 5: The Self;
Chapter 6: Personality and Psychographics;
Section 3: Consumers as Decision Makers;
Chapter 7: Attitudes and Persuasion;
Chapter 8: Decision Making;
Chapter 9: Buying and Disposing;
Chapter 10: Organizational and Household Decision Making;
Section 4: Consumers and Subcultures;
Chapter 11: Groups and Social Media;
Chapter 12: Social Class and Lifestyles ;
Chapter 13: Subcultures;
Chapter 14: Culture