CONTENTS
Section Ⅰ CONSUMER BEHAVIOR OVERVIEW
Chapter 1 Introduction to Consumer Behavior = 2
Chapter 2 The Wheel of Consumer Analysis : A Framework for Understanding Consumers = 14
Chapter 3 Using Consumer Analysis : Market Segmentation and the Marketing Mix = 30
Cases
Toyota = 51
Wal-Mart Stores Inc. = 53
Hershey Chocolate USA = 55
Section Ⅱ AFFECT AND COGNITION
Chapter 4 Introduction to Affect and Cognition = 58
Chapter 5 Product Knowledge and Involvement = 80
Chapter 6 Exposure, Attention, and Comprehension = 106
Chapter 7 Attitudes and Intentions = 130
Chapter 8 Decision Making = 154
Chapter 9 Communication and Persuasion = 180
Cases
Ralph Lauren = 208
Nike = 210
Black & Decker = 212
Coca-Cola = 214
Hallmark Greeting Cards = 216
Promotional Battles in the Cereal Market = 218
Section Ⅲ BEHAVIOR
Chapter 10 Introduction to Behavior = 222
Chapter 11 Classical and Operant Conditioning = 240
Chapter 12 Vicarious Learning and the Diffusion of Innovation = 258
Chapter 13 Analyzing Consumer Behavior = 274
Cases
Cub Foods = 298
Tupperware = 299
Rollerblade Inc. = 300
Delta Air Lines = 302
Section Ⅳ ENVIRONMENT
Chapter 14 Introduction to the Environment = 304
Chapter 15 Cultural and Cross-Cultural Influences = 330
Chapter 16 Subculture and Social Class Influences = 358
Chapter 17 Reference Groups and Family Influences = 382
Chapter 18 Environmental Influences on Marketing Practice = 408
Cases
America's Movie Theaters = 424
Selling in Foreign Markets = 425
Hyatt and Marriott Build Retirement Housing = 428
Hotels and Resorts : Catering to Kids = 430
The Tylenol Crisis = 431
Notes = 435
Credits and Acknowledgments = 457
Glossary of Consumer Behavior Terms = 459
Name, Company, and Brand Index = 469
Subject Index = 479
