Table of Contents



PART I. INTRODUCTION.



1. Introduction: Diversity in the Marketplace.

2. Consumer Research.

3. Market Segmentation.





PART II. THE CONSUMER AS AN INDIVIDUAL.



4. Consumer Motivations.

5. Personality and Consumer Behavior.

6. Consumer Perception.

7. Consumer Learning.

8. Consumer Attitude Formation and Change.

9. Communication and Consumer Behavior.





PART III. CONSUMERS IN THEIR SOCIAL AND CULTURAL SETTINGS.



10. Reference Groups and Family Influences.

11. Social Class and Consumer Behavior.

12. The Influence of Culture on Consumer Behavior.

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.

Glossary.

Company Index.

Name Index.

Subject Index.

Credits.