Chapter 1: Introduction to Consumer Behavior
Chapter 2: Segmentation, Targeting, and Positioning
Chapter 3: Consumer Perception
Chapter 4: Consumer Learning and Memory
Chapter 5: Consumer Attitudes
Chapter 6: Motivation and Emotion
Chapter 7: Personality, Lifestyle, and Self-Concept
Chapter 8: Shopping and Information Gathering
Chapter 9: Understanding Consumer Behavior
Chapter 10: Defining Psychological Influences
Chapter 11: Identifying Sociological Influences
Chapter 12: Studying Situational Influences
Chapter 13: Developing Marketing Strategy
