Created through a "student-tested, faculty-approved" review process with over 250 students and faculty, this book offers a solution to accommodate the diverse lifestyles of learners at a value-based price. It includes content that demonstrates how the recession, green marketing, and natural disasters impact contemporary consumer behavior.
1. What is CB and Why Should I Care? 2. Value and Consumer Behavior Value. 3. Consumer Learning Starts Here: Perception. 4. Comprehension, Memory and Cognitive Learning. 5. Motivation and Emotion: Driving Consumer Behavior. 6. Personality, Lifestyles and the Self-Concept. 7. Attitudes and Attitude Change. 8. Group and Interpersonal Influence. 9. Consumer Culture. 10. Microcultures. 11. Consumer in Situations. 12. Decision Making I: Need Recognition and Search. 13. Decision Making II: Alternative Evaluation and Choice. 14. Consumption to Satisfaction. 15. Consumer Relationships. 16. Consumer and Marketing Misbehavior.