PART Ⅰ Introduction 2
1 Consumer Behavior and Marketing Strategy 5
PART Ⅱ External Inflluences 36
2 Cross-Cultural Variations in Consumer Behavior 39
3 The Changing American Society：Values and Gender Roles 79
4 The Changing American Society：Demographics and Social Stratification 107
5 The Changing American Society：Subcultures 139
6 The American Society：Families and Households 181
7 Group Influences on Consumer Behavior 213
8 Group Communications and the Diffusion ofInnovations 237
Part Ⅱ Cases 263
Cases 2-1 through 2-10 263
PART Ⅲ Internal Influences 286
9 Perception 289
10 Learning，Memory，and Product Positioning 329
11 Motivation，Personality，andEmotion 365
12 Attitudes and Influencing Attitudes 395
13 Self-ConceptandLifestyle 429
Part Ⅲ Cases 453
Cases 3-1 through 3-9 453
PART Ⅳ Consumer Decision Process 470
14 Situational Influences 473
15 Consumer Decision Process and Problem Recognition 497
16 Information Search 521
17 Alternative Evaluation and Selection 549
18 Outlet Selection and Purchase 575
19 Postpurchase Processes，Customer Satisfaction，and Customer Commitment 607
Part Ⅳ Cases 639
Cases 4-1 through 4-8 639
PART Ⅴ Organizations as Consumers 652
20 Organizational Buyer Behavior 655
Cases 5-1 through 5-3 681
PartⅤ Cases 681
PART Ⅵ Consumer Behavior and Marketing Regulation 688
21 Marketing Regulation and Consumer Behavior 691
Part Ⅵ Cases 718
Cases 6-1 through 6-3 718
Appendix A Consumer Research Methods 725
Appendix B Consumer Behavior Audit 732
NameIndex 737
CaseIndex 747
SubjectIndex 749