Table of contents
SECTION 1: FOUNDATIONS OF CONSUMER BEHAVIOR
Buying, Having, and Being: An Introduction to Consumer Behavior
Consumer Ethics, the Marketplace, and the Planet
SECTION 2: MAKING SENSE OF THE WORLD
Perceiving and Making Meaning
Learning, Remembering and Knowing
Motivation
SECTION 3: BUYING AND HAVING: CHOOSING AND USING PRODUCTS
Attitudes and How to Change Them
Deciding
Buying, Using, and Disposing
SECTION 4: BEING: USING PRODUCTS TO CREATE AND COMMUNICATE IDENTITY
Identity and the Self
Personality, Lifestyles, and Values
Social and Cultural Identity
SECTION 5: BELONGING
How Groups Define Us
Social Class and Status
Culture
APPENDICES
Data Cases
Careers in Consumer Research
Consumer Research Methods
Sources of Secondary Data
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