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This book is written for the beginning students of consumers behavior, Whether he or she is at the undergraduate or the graduate level,with the purpose of blending both concepts and application from the field of consumer behavior. No special assumptions have been made regarding student preparation for this text. Although many will have had previous exposure to some of the behavioral concepts discussed,all can benefit from a review of these topics and an examination of them from a managerial perspective. Thus, the concepts presented here are regarded as extremely valuable for the carrier-oriented student in general and indispensable for the marketing major. Key Fetures Significantly and rearranged and streamlined textbook Reflecting wealth of new evidence on consumer behavior. Recent examples and applications incorporated 17 new cases Table of contents  PART I: STUDYING CONSUMER BEHAVIOR Chapter 1. Introduction Chapter 2. Understanding Consumers and Market Segments PART II: ENVIRONMENTAL INFLUENCES ON CONSUMER BEHAVIOR Chapter 3. Culture Chapter 4. Subcultures Chapter 5. Social Class Chapter 6. Social Groups Chapter 7. family Chapter 8. Personal influence and diffusion of innovations PART III: INDIVIDUAL DETERMINANTS OF CONSUMER BEHAVIOR Chapter 9. Personality and self-concept Chapter 10.Motivation and involvement Chapter 11.Information Processing Chapter 12.Learning and Memory Chapter 13.Attitudes Chapter 14.Changing Attitudes PART IV: CONSUMER DECISION PROCESSES Chapter 15.Problem Recognition Chapter 16.search and evaluation Chapter 17.Purchasing Processes Chapter18.Postpurchase Behavior PART V: ADDITIONAL DIMENSIONS Chapter 19.Modeling and researching consumer behavior Chapter 20.Consumerism Chapter 21.Organizational buyer behavior Cases Notes Index