Part One. Introduction
Chapter 1. Consumer Behavior and Marketing Strategy
Part Two. External Influences
Chapter 2. Cross-Cultural Variations in Consumer Behavior
Chapter 3. The Changing American Society: Values
Chapter 4. The Changing American Society: Demographics and Social Stratification
Chapter 5. The Changing American Society: Subcultures
Chapter 6. The American Society: Families and Households
Chapter 7. Group Influences on Consumer Behavior
Part Three Internal Influences
Chapter 8. Perception
Chapter 9. Learning, Memory, and Product Positioning
Chapter 10. Motivation, Personality, and Emotion
Chapter 11. Attitudes and Influencing Attitudes
Chapter 12. Self-Concept and Lifestyle
Part Four Consumer Decision Process
Chapter 13. Situational Influences
Chapter 14. Consumer Decision Process and Problem Recognition
Chapter 15. Information Search
Chapter 16. Alternative Evaluation and Selection
Chapter 17. Outlet Selection and Purchase
Chapter 18. Postpurchase Processes, Customer Satisfaction, and Customer Commitment
Part Five Organizations as Consumers
Chapter 19. Organizational Buyer Behavior
Part Six Consumer Behavior and Marketing Regulation
Chapter 20. Marketing Regulation and Consumer Behavior
Appendix A. Consumer Research Methods
Appendix B. Consumer Behavior Audit

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