Table of Contents
Part I: Consumers, Marketers and Technology
1. Technology – Driven Consumer Behavior
2. Segmentation, Targeting and Positioning
Part II: The Consumer as an Individual
3. Consumer Motivation and Personality
4. Consumer Perception
5. Consumer Learning
6. Consumer Attitude Formation and Change
Part III: Communication and Consumer Behavior
7. Persuading Consumers
8. From Print and Broadcast Advertising to Social and Mobile Media
9. Reference Groups and Word-of-Mouth
Part IV: Consumers in their Social and Cultural Settings
10. The Family and it’s Social Standing
11. Culture’s Influence on Consumer Behavior
12. Cross-Cultural Consumer Behavior – An International Perspective
Part V: Consumers Decision – Making, Marketing Ethics and Consumers Research
13. Consumer Decision – Making and Diffusion of Innovations
14. Marketing Ethics and Social Responsibility
15. Consumer Research
