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PART ONE: INTRODUCTION
Chapter 1: Consumer Behavior and Marketing Strategy
PART TWO: EXTERNAL INFLUENCES
Chapter Two: Cross-Cultural Variations in Consumer Behavior
Chapter Three: The Changing American Society: Values
Chapter Four: The Changing American Society: Demographics and Social Stratification
Chapter Five: The Changing American Society: Subcultures
Chapter Six: The American Society: Families and Households
Chapter Seven: Group Influences on Consumer Behavior
Part Two Cases: Cases 2–1 through 2–8
PART THREE: INTERNAL INFLUENCES
Chapter Eight: Perception
Chapter Nine: Learning, Memory, and Product Positioning
Chapter Ten: Motivation, Personality, and Emotion
Chapter Eleven: Attitudes and Influencing Attitudes
Chapter Twelve: Self-Concept and Lifestyle
Part Three Cases: Cases 3–1 through 3–9
PART FOUR: CONSUMER DECISION PROCESS
Chapter Thirteen: Situational Influences
Chapter Fourteen: Consumer Decision Process and Problem Recognition
Chapter Fifteen: Information Search
Chapter Sixteen: Alternative Evaluation and Selection
Chapter Seventeen: Outlet Selection and Purchase
Chapter Eighteen: Post Purchase Processes, Customer Satisfaction, and Customer Commitment
Part Four Cases: Cases 4–1 through 4–8
PART FIVE: ORGANIZATIONS AS CONSUMERS
Chapter Nineteen: Organizational Buyer Behavior
Part Five Cases: Cases 5–1 and 5–2
PART SIX: COSUMER BEHAVIOR AND MARKETING REGULATION
Chapter Twenty: Marketing Regulation and Consumer Behavior
Part Six Cases: Cases 6–1 and 6–2
APPENDIX A: Consumer Research Methods
APPENDIX B: Consumer Behavior Audit
