Consumer Behavior

Table of Content
PART I Consumers, Marketers, and Technology
1 Consumer Behavior and Technology
2 Market Segmentation and Real-Time Bidding

PART II The Consumer as an Individual
3 Consumer Motivation and Personality
4 Consumer Perception and Positioning
5 Consumer Learning
6 Consumer Attitude Formation and Change

PART III Communication and Consumer Behavior
7 Persuading Consumers
8 From Print and Broadcast to Social Media and Mobile Advertising
9 Reference Groups and Communities, Opinion Leaders, and Word-of-Mouth

PART IV Social and Cultural Settings
10 The Family and Its Social Standing
11 Cultural Values and Consumer Behavior
12 Cross-Cultural Consumer Behavior: An International Perspective

PART V Consumer Decision-Making, Marketing Ethics, and Consumer Research
13 Consumer Decision-Making and Diffusion of Innovations
14 Marketers' Ethics and Social Responsibility
15 Consumer Research