Includes bibliographical references and index.

Cover -- Consumer Behaviour -- Brief Contents -- Contents -- Chapter Summary -- Preface -- Guided Tour Of The Book -- Acknowledgements -- Publisher's Acknowledgements -- Part A Consumers In The marketplace -- An Introduction To Consumer Behaviour -- Consumption in europe? The european consumer? -- Consumers' Impact On Marketing Strategy -- Marketing's Impact On Consumers -- Do marketers manipulate consumers? -- Consumer Behaviour As A Field Of Study -- Chapter Summary -- Consumer Behaviour Challenge -- Notes -- Part B Consumers As Individuals -- Perception -- Introduction -- The Perceptual Process -- Sensory Systems -- Sensory Thresholds -- Perceptual Selection -- Interpretation: Deciding What Things Mean -- Chapter Summary -- Consumer Behaviour Challenge -- Notes -- Learning And Memory -- Introduction -- Behavioural Learning Theories -- Marketing Applications Of Learning Principles -- The Role Of Learning In Memory -- Chapter Summary -- Consumer Behaviour Challenge -- Notes --

Motivation, Values And Involvement -- Introduction -- The Motivation Process: A Psychological Perspective -- Motivational Strength -- Motivational Direction -- Motivational Conflicts -- Classifying Consumer Needs -- Hidden Motives: The Psychoanalytical Perspective -- Consumer Desire -- Values -- The Means-End Chain Model -- Materialism: the ultimate 'why' of consumption? -- Chapter Summary -- Consumer Behaviour Challenge -- Notes -- Attitudes -- The Power Of Attitudes -- The Content Of Attitudes -- Forming Attitudes -- Attitude Models -- Using Attitudes To Predict Behaviour -- Chapter Summary -- Consumer Behaviour Challenge -- Notes -- Attitude Change And interactive Communications -- Changing Attitudes Through Communication -- The Source -- The Message -- The source vs. The message: sell the steak or the sizzle? -- Chapter Summary -- Consumer Behaviour Challenge -- Notes -- The Self -- Perspectives On The Self -- Consumption And Self-Concept -- Gender Roles -- Body Image --

Consumer Behaviour Challenge -- Notes -- Case Studies for part B -- Appealing to taste buds or healthy lifestyles? Marketing low-fat foods to consumers in Greece -- Should I -- or shouldn't I? Consumers' motivational conflicts in purchase decisions for electronics -- Prams are not just for babies . . .1 -- Hidden motives: is consumer behaviour shaped by fairy-tale archetypes? -- Part C Consumers As Decision-Makers -- Individual Decision-Making -- Consumers As Problem-Solvers -- Problem Recognition -- Information Search -- Evaluation Of Alternatives -- Product Choice: Selecting Among Alternatives -- Chapter Summary -- Consumer Behaviour Challenge -- Notes -- Shopping, Buying, Evaluating And Disposing -- Introduction -- Antecedent States -- Social And Physical Surroundings --tidtid.

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