For undergraduate and MBA courses in Consumer Behavior.

Consumer Behavior, 9e takes a classic empirical and marketing segmentation approach that helps students learn consumer behavior.

PART 1. Introduction

1. Introduction: Diversity in the Marketplace
2. Consumer Research
3. Market Segmentation

PART 2. The Consumer as an Individual

4. Consumer Motivations
5. Personality and Consumer Behavior
6. Consumer Perception
7. Consumer Learning
8. Consumer AttitudeFormation and Change
9. Communication and Consumer Behavior

PART 3. Consumers in Their Social and Cultural Settings

10. Reference Groups and Family Influences
11. Social Class and Consumer Behavior
12. The Influence of Culture on Consumer Behavior
13. Subcultures and Consumer Behavior
14. Cross-Cultural Consumer Behavior: An International Perspective

PART 4. The Consumer's Decision Making Process

15. Consumer Influence and the Diffusion of Innovations
16. Consumer Decision Making