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Consumer Behaviorby Peter, J. Paul; Olson, Jerry
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Table of Contents
|A Perspective on Consumer Behavior|
|Introduction to Consumer Behavior and Marketing Strategy|
|A Framework for Consumer Analysis|
|Affect and Cognition and Marketing Strategy|
|Introduction to Affect and Cognition|
|Consumers’ Product Knowledge and Involvement|
|Attention and Comprehension|
|Attitudes and Intentions|
|Consumer Decision Making|
|Behavior and Marketing Strategy|
|Introduction to Behavior|
|Conditioning and Learning Processes|
|Influencing Consumer Behaviors|
|The Environment and Marketing Strategy|
|Introduction to the Environment|
|Cultural and Cross-Cultural Influences|
|Subculture and Social Class|
|Reference Groups and Family|
|Consumer Behavior and Marketing Strategy|
|Market Segmentation and Product Positioning|
|Consumer Behavior and Product Strategy|
|Consumer Behavior and Promotion Strategy|
|Consumer Behavior and Pricing Strategy|
|Consumer Behavior, Electronic Commerce, and Channel Strategy|
|Table of Contents provided by Publisher. All Rights Reserved.|