This contemporary text goes beyond the "act of buying" and presents a balanced and global perspective. Grounded in the very latest research, the sixth edition probes the psyche of consumers around the world as it explores their diverse experiences with buying, having, and being. Solomon's captivating writing style and ability to weave the most current research, real-world examples, global coverage, and managerial applications throughout have made this text a market leader edition after edition.



Table of Contents:



I. CONSUMERS IN THE MARKETPLACE.

1. Consumers Rule.

II. CONSUMERS AS INDIVIDUALS.

2. Perception.

3. Learning and Memory.

4. Motivation and Values.

5. The Self.

6. Personality and Lifestyles.

7. Attitudes.

8. Attitude Change and Interactive Communications.

III. CONSUMERS AS DECISION MAKERS.

9. Individual Decision Making.

10. Buying and Disposing.

11. Group Influence and Opinion Leadership.

12. Organizational and Household Decision Making.

IV. CONSUMERS AND SUBCULTURES.

13. Income and Social Class.

14. Ethnic, Racial, and Religious Subcultures.

15. Age Subcultures.

V. CONSUMERS AND CULTURE.

16. Cultural Influences on Consumer Behavior.

17. The Creation and Diffusion of Consumer Culture.