Section 1: Consumers in the Marketplace
Chapter 1: An Introduction to Consumer Behaviour
Section 2: Consumers as Individuals
Chapter 2: Perception
Chapter 3: Learning and Memory
Chapter 4: Motivation and Attitudes
Chapter 5: The Self
Chapter 6: Personality and Lifestyles
Chapter 7: Attitudes
Chapter 8: Attitude Change and Interactive Communications
Section 3: Consumers as Decision Makers
Chapter 9: Individual Decision Making
Chapter 10: Buying and Disposing
Chapter 11: Group Influence and Opinion Leadership
Chapter 12: Family Decision Making
Section 4: Consumers and Subcultures
Chapter 13: Income and Social Class
Chapter 14: Age Subcultures
Chapter 15: Canadian Identity and Subcultures
Section 5: Consumers and Culture
Chapter 16: Cultural Influences on Consumer Behaviour
Chapter 17: The Creation and Diffusion of Culture
Glossary
Index (Product, Service, Corporate, and Celebrity Index)
Index
