PART ONE: INTRODUCTION 

Chapter 1: Consumer Behavior and Marketing Strategy  

PART TWO: EXTERNAL INFLUENCES 

Chapter Two: Cross-Cultural Variations in Consumer Behavior  

Chapter Three: The Changing American Society: Values  

Chapter Four: The Changing American Society: Demographics and Social Stratification  

Chapter Five: The Changing American Society: Subcultures  

Chapter Six: The American Society: Families and Households  

Chapter Seven: Group Influences on Consumer Behavior  

Part Two Cases: Cases 2–1 through 2–8  

PART THREE: INTERNAL INFLUENCES  

Chapter Eight: Perception  

Chapter Nine: Learning, Memory, and Product Positioning  

Chapter Ten: Motivation, Personality, and Emotion  

Chapter Eleven: Attitudes and Influencing Attitudes  

Chapter Twelve: Self-Concept and Lifestyle  

Part Three Cases: Cases 3–1 through 3–9  

PART FOUR: CONSUMER DECISION PROCESS 

Chapter Thirteen: Situational Influences  

Chapter Fourteen: Consumer Decision Process and Problem Recognition  

Chapter Fifteen: Information Search  

Chapter Sixteen: Alternative Evaluation and Selection  

Chapter Seventeen: Outlet Selection and Purchase  

Chapter Eighteen: Post Purchase Processes, Customer Satisfaction, and Customer Commitment  

Part Four Cases: Cases 4–1 through 4–8 

PART FIVE: ORGANIZATIONS AS CONSUMERS 

Chapter Nineteen: Organizational Buyer Behavior  

Part Five Cases: Cases 5–1 and 5–2  

PART SIX: COSUMER BEHAVIOR AND MARKETING REGULATION 

Chapter Twenty: Marketing Regulation and Consumer Behavior  

Part Six Cases: Cases 6–1 and 6–2  

APPENDIX A: Consumer Research Methods  

APPENDIX B: Consumer Behavior Audit