CB2

Part I: INTRODUCTION. 1. What is CB and Why Should I Care? 2. Value and the Consumer Behavior Value Framework. Part II: INTERNAL INFLUENCES (INTERNAL INFLUENCERS). 3. Consumer Learning Starts Here: Perception. 4. Comprehension, Memory, & Cognitive Learning. 5. Motivation and Emotions--Driving Consumer Behavior. 6. Personality, Lifestyles and the Self-Concept. 7. Attitudes and Attitude Change. Part III: EXTERNAL INFLUENCES (EXTERNAL INFLUENCERS). 8. Consumer Culture. 9. Group Influence. Part IV: CONSUMPTION PROCESSES. 10. Consumers in Situations. 11. Decision Making I: Need Recognition & Search. 12. Decision Making II: Alternative Evaluation & Choice. Part V: CONSUMPTION AND BEYOND. 13. Consumption to Satisfaction. 14. Consumer Relationships. 15. Consumer Misbehavior. 16. Marketing Ethics, Misbehavior, and Value.