Consumer behavior / by Leon G. Schiffman, Joseph Wisenblit and S. Ramesh Kumar

Includes Notes, Glossary, and Index

Part 1: Consumers, marketers, and technology Ch 1 - Technology driven Consumer Behavior Ch 2 - Segmentation, targeting, and positioning Part 2: The Consumer as an Individual Ch 3 - Consumer Motivation and personality Ch 4 - Consumer Perception Ch 5 - Consumer Learning Ch 6 - Consumer Attitude Formation and Change Part 3: Communication and Consumer Behavior Ch 7 - Persuading consumers Ch 8 - From print and broadcast advertising to social and mobile media Ch 9 - Reference groups and world of mouth Part 4: Consumer in their Social and Cultural Settings Ch 10- The Family and Social Class Ch 11- Culture's Influence on Consumer Behavior Ch 12- Cross-Cultural Consumer Behavior: an International Perspective Part 5: The Consumer's Decision-Making, Marketing Ethics, and Consumers Research Ch 13- Consumers decision making and the Diffusion of Innovations Ch 14- Marketing Ethics and Social Responsibility Ch 15 - Consumer Research