In this eighth edition of Consumer Behavior,we examine the full range of consumer behavior within the context of the expanding influence of the high-tech global environment in which we live . Indeed,the current edition represents our own transition in writing a book that has been researched almost entirely through electronic means from a vast array of global library sources and services. We have been greatly influenced in our thinking and writing by the impact that the Internet has had on consumer information,decision making and purchasing options. This is reflected in the substantial increase in attention that we have given to consumers' behavior on the Internet, and the important and power of the Internet as both a channel of information and a channel of distribution.
Part I Introduction
Chapter 1 Introduction: The Impact of the Digital Revolution on
Consumer Behavior
Chapter 2 Consumer Research
Chapter 3 Market Segmentation
Part II The Consumer As An Individual
Chapter 4 Consumer Motivation
Chapter 5 Personality and Consumer Behavior
Chapter 6 Consumer Perception
Chapter 7 Consumer Learning
Chapter 8 Consumer Attitude Formation and Change
Chapter 9 Communication and Consumer Behavior
PART III Consumers In Their Social And Cultural Settings
Chapter 10 Reference Groups and Family Influences
,etc.