BRIEF CONTENTS

Part I. INTRODUCTION

1. Introduction—Welcome to the Fascinating World of Consumers

Part II. INSIDE THE MIND OF THE CONSUMER

2. Consumer Motivations, Emotions, and Involvement
3. Consumer Perceptions—Do You See What You See?
4. The Consumer as Learner
5. Consumer Values, Personality, and Self-Concepts
6. Consumer Lifestyles and Psychographics
7. Consumer Attitudes: Theory and Concepts
8. Molding Attitudes: Consumer Response to Marketing Communications

Part III. THE CONSUMER’S ENVIRONMENT

9. Consumers’ Culture—The Unwritten Code for Living
10. Reference Groups, Opinion Leaders, and E-fluentials

Part IV. THE CONSUMER AS CHOOSER AND SHOPPER

11. Consumer Decision Making
12. Consumer Post-Choice Behavior: Satisfaction and Involvement
13. Consumer as Shopper: Store Choice, Browsing, and Impulsivity
14. Buying for More than One: Family, Organization, and Affinity Group Decision Making

Part V. CONSUMER DIVERSITY

15. Gender and Age in Consumer Behavior
16. Different Strokes: Ethnic and Religious Identity in Consumer Behavior
17. Income, Social Class, and Geodemographics

Part VI. CONSUMER BEHAVIOR IN THE NEW AGE: LOYALTY AND CONSUMPTION PASSION

18. Consumer Relationships with Brands: Loyalty, Romance, and Brand Tribes
19. Consumer Behavior in e-Space
20. Marketers, Public Policy, and the Consumer Conscience: Who is Watching Whom?
21. Consumer Experience in the New Millennium: The Esoteric, The Enchanted, and The Emergent—Insights, Foresights, and Marketer Response

SPECIAL TOPICS

• Consumers Just Wanna Have Fun, Feelings, and Fantasy
• Dear Xperiencing Consumer: Make Yourself Xtra Comfortable
• Psychology Meets Economics: Why Consumers Can’t Count Their Money Correctly
• Consumers in Search of Proper Pleasure: How Consumers Build Life Stories with Brands

Cases
Appendix 1. Researching the Consumer
ENDNOTES
Glossary
Index