Consumer Behavior

Introduction: the diversity of consumer behavior; consumer research; market segmentation. The consumer as an individual: consumer needs and motivation; personality and consumer behavior; consumer perception; learning and consumer involvement; the nature of consumer attitudes; consumer attitude formation and change; communication and persuasion. Consumers in their social and cultural settings: group dynamics and consumer reference groups; the family; social class and consumer behavior; the influence of culture on consumer behavior; subcultural aspects of consumer behavior; cross-cultural consumer behavior - an international perspective. The consumer's decision making process: personal influence and the opinion leadership process; diffusion of innovations; consumer decision making. Consumer behavior and society: consumer behavior application to profit and not-for-profit marketing: public policy and consumer protection. Appendix: comprehensive models of consumer decision making.