Table of Contents

Section 1 Consumers in the Marketplace Chapter 1 Buying, Having, and Being Section 2 Consumers as Individuals Chapter 2 Perception Chapter 3 Learning and Memory Chapter 4 Motivation and Global Values Chapter 5 The Self Chapter 6 Personality and Psychographics Section 3 Consumers as Decision Makers Chapter 7 Attitudes and Persuasion Chapter 8 Decision Making Chapter 9 Buying and Disposing Chapter 10 Organizational and Household Decision Making Section 4 Consumers and Subcultures Chapter 11 Groups and Social Media Chapter 12 Social Class and Lifestyles Chapter 13 Subcultures