For undergraduate and MBA courses in Consumer Behavior.

Consumer Behavior, 9e takes a classic empirical and marketing segmentation approach that helps students learn consumer behavior.



Table of Contents:

PART 1. Introduction



1. Introduction: Diversity in the Marketplace

2. Consumer Research

3. Market Segmentation

PART 2. The Consumer as an Individual

4. Consumer Motivations

5. Personality and Consumer Behavior

6. Consumer Perception

7. Consumer Learning

8. Consumer AttitudeFormation and Change

9. Communication and Consumer Behavior

PART 3. 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 4. The Consumer?s Decision Making Process

15. Consumer Influence and the Diffusion of Innovations

16. Consumer Decision Making