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I. CONSUMERS IN THE MARKETPLACE. 1. An Introduction to Consumer Behavior. An introduction to consumer behavior. Consumers' impact on marketing strategy. Marketing's impact on consumers. Consumer behavior as a field of study. An overview of consumer behavior research methods. Learning about consumer behavior. II. CONSUMERS AS INDIVIDUALS. 2. Perception. Introduction. The perceptual process. Sensory systems. Sensory thresholds. Subliminal persuasion. Perceptual selection. Interpretation: Deciding what things mean. 3. Learning and Memory. The learning process. Marketing applications of learning principles. The role of memory in learning. 4. Motivation, Values, and Involvement. Introduction. The Motivation Process. Motivational Strength. Motivational direction. Hidden motives: Probing beneath the surface. Needs and wants: Do marketers manipulate consumers? Values and applications to consumer research. Consumer involvement. 5. Attitudes. The power of attitudes. The contents of attitudes. Forming attitudes. Attitude models. Using attitudes to predict behavior. 6. Attitude Change and Persuasive Communications. Changing attitudes through communication. The source. The message. The source versus the message: Sell the steak or the sizzle? The Self. Perspectives on the self. Personality. Consumption and self-concept. Sex roles. Body image. III. CONSUMERS AS DECISION MAKERS. 8. Individual Decision Making. Consumers as problem solvers. Problem recognition. Information search. Evaluation of alternatives. 9. The Purchase Situation, Postpurchase Evaluation, and Product Disposal. Introduction. Situational effects on consumer behavior. The purchase environment. Postpurchase satisfaction. Product disposal. 10. Group Influence, Opinion Leadership, and Diffusion of Innovations. Introduction. Reference groups. Conformity. Word-of-mouth communication. Opinion leadership. The diffusion of innovations. 11. Organizational and Household Decision Making. Introduction. Organizational decision-making. The family. The intimate corporation: Family decision making. Children as decision makers: Consumers-in-training. IV. CONSUMERS AND SUBCULTURES. 12. Income and Social Class. Introduction. Consumer spending and economic behavior. Social class. How social class affects purchase decisions. Status symbols. 13. Ethnic, Racial, and Religious Subcultures. Subcultures and consumer identity. Ethnic and racial subcultures. African-Americans. Hispanic-Americans. Asian-Americans. Religious subcultures. 14. Age Subcultures. Age groups and consumer identity. Children in the marketplace. The teen market: "Totally RAD." Baby busters: "Generation X." Baby boomers. Mature consumers. V. CONSUMERS AND CULTURE. 15. Cultural Influences on Consumer Behavior. Culture and consumption. Understanding culture. Myths and rituals. The creation of culture. The fashion system. 16. Lifestyles and Global Culture. Lifestyles and consumption choices. Lifestyle marketing. Geographic influences on lifestyles. Global marketing and culture. 17. Sacred and Profane Consumption: Cultural Trends and Ethical Issues in Consumer Behavior. The future of consumer behavior. Sacred and profane consumption. The dark side of consumer behavior. Blurred boundaries: Marketing and reality. Lifestyle trends: What's in store for consumers and marketers? Appendices. Glossary. Indexes.