PART ONE Introduction

Chapter One

Consumer Behavior and Marketing Strategy

PART TWO External Influences

Chapter Two

Cross-Cultural Variations in Consumer Behavior

Chapter Three

The Changing American Society: Values

Chapter Four

The Changing American Society: Demographics and Social Stratification

Chapter Five

The Changing American Society: Subcultures

Chapter Six

The American Society: Families and Households

Chapter Seven

Group Influences on Consumer Behavior

PART TWO Cases

Cases 2–1 through 2–9

PART THREE Internal Influences

Chapter Eight

Perception

Chapter Nine

Learning, Memory, and Product Positioning

Chapter Ten

Motivation, Personality, and Emotion

Chapter Eleven

Attitudes and Influencing Attitudes

Chapter Twelve

Self-Concept and Lifestyle

PART THREE Cases

Cases 3–1 through 3–9

PART FOUR Consumer Decision Process

Chapter Thirteen

Situational Influences

Chapter Fourteen

Consumer Decision Process and Problem Recognition

Chapter Fifteen

Information Search

Chapter Sixteen

Alternative Evaluation and Selection

Chapter Seventeen

Outlet Selection and Purchase

Chapter Eighteen

Postpurchase Processes, Customer Satisfaction, and Customer Commitment

PART FOUR Cases

Cases 4–1 through 4–7

PART FIVE Organizations as Consumers

Chapter Nineteen

Organizational Buyer Behavior

PART FIVE Cases

Cases 5–1 and 5–2

PART SIX Consumer Behavior and Marketing Regulation

Chapter Twenty

Marketing Regulation and Consumer Behavior

PART SIX Cases

Cases 6–1 and 6–2

Appendix A

Consumer Research Methods

Appendix B

Consumer Behavior Audit

Photo Credits

Indexes