Consumer behaviour

PART I: CONSUMERS, MARKETERS, AND TECHNOLOGY Chapter 1: Technology-Driven Consumer Behavior Chapter 2:  Segmentation, Targeting, and Positioning   PART II: THE CONSUMER AS AN INDIVIDUAL Chapter 3: Consumer Motivation and Personality Chapter 4: Consumer Perception Chapter 5: Consumer Learning Chapter 6: Consumer Attitude Formation and Change   PART III: COMMUNICATION AND CONSUMER BEHAVIOR Chapter 7: Persuading Consumers Chapter 8: From Print and Broadcast Advertising to Social and Mobile Media Chapter 9: Reference Groups and Word-of-Mouth    PART IV: CONSUMERS IN THEIR SOCIAL AND CULTURAL SETTINGS Chapter 10: The Family and Its Social Standing Chapter 11: Culture’s Influence on Consumer Behavior Chapter 12: Subcultures and Consumer Behavior Chapter 13: Cross-Cultural Consumer Behavior: An International Perspective   PART V: CONSUMER DECISION-MAKING, MARKETING ETHICS, AND CONSUMER RESEARCH Chapter 14: Consumer Decision-Making and Diffusion of Innovations Chapter 15: Marketing Ethics and Social Responsibility  Chapter 16: Consumer Research