Part I: Introduction to Consumer Behavior.
Chapter 1: Consumer Behavior: The Basics.
Chapter 2: Understanding How Consumers Make Purchase Decisions.
Chapter 3: Applying Consumer Behavior to Marketing Strategy.
Part II: Delving Into the Psychology of the Individual Consumer.
Chapter 4: Recognizing Need and Desire: Motivation and Emotion.
Chapter 5: Supplying Information and Infl uencing Perception.
Chapter 6: Uncovering Attitudes: General and Lasting Evaluations.
Chapter 7: Defi ning the Role of Identity: Self-Concepts and Lifestyle.
Part III: Consumers in Their Social and Cultural Settings.
Chapter 8: Cultural Influences.
Chapter 9: The Infl uences of Household Structure and Role.
Chapter 10: The Power of the Masses: Group Influences.
Chapter 11: Defying Legislated or Moral Laws: Consumer Misbehavior.
Part IV: Crafting Your Marketing Strategy.
Chapter 12: Conducting Market Research.
Chapter 13: Identifying Target Markets through Segmentation.
Chapter 14: Unearthing New Market Opportunities.
Part V: Implementing Your Strategy with a Marketing Plan.
Chapter 15: Understanding Marketing Ethics.
Chapter 16: Evoking Awareness through Positioning.
Chapter 17: Leading Customers from Attention to Action.
Chapter 18: Convincing Consumers to Adopt New Products or Changes in Terms.
Chapter 19: Cultivating Customer Loyalty.
Part VI: The Part of Tens.
Chapter 20: Ten Easy Ways to Enhance Customer Satisfaction.
Chapter 21: Ten Special Considerations for Business-to-Business Marketing.