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PART Ⅰ Introduction 2

1 Consumer Behavior and Marketing Strategy 5

PART Ⅱ External Inflluences 36

2 Cross-Cultural Variations in Consumer Behavior 39

3 The Changing American Society：Values and Gender Roles 79

4 The Changing American Society：Demographics and Social Stratification 107

5 The Changing American Society：Subcultures 139

6 The American Society：Families and Households 181

7 Group Influences on Consumer Behavior 213

8 Group Communications and the Diffusion ofInnovations 237

Part Ⅱ Cases 263

Cases 2-1 through 2-10 263

PART Ⅲ Internal Influences 286

9 Perception 289

10 Learning，Memory，and Product Positioning 329

11 Motivation，Personality，andEmotion 365

12 Attitudes and Influencing Attitudes 395

13 Self-ConceptandLifestyle 429

Part Ⅲ Cases 453

Cases 3-1 through 3-9 453

PART Ⅳ Consumer Decision Process 470

14 Situational Influences 473

15 Consumer Decision Process and Problem Recognition 497

16 Information Search 521

17 Alternative Evaluation and Selection 549

18 Outlet Selection and Purchase 575

19 Postpurchase Processes，Customer Satisfaction，and Customer Commitment 607

Part Ⅳ Cases 639

Cases 4-1 through 4-8 639

PART Ⅴ Organizations as Consumers 652

20 Organizational Buyer Behavior 655

Cases 5-1 through 5-3 681

PartⅤ Cases 681

PART Ⅵ Consumer Behavior and Marketing Regulation 688

21 Marketing Regulation and Consumer Behavior 691

Part Ⅵ Cases 718

Cases 6-1 through 6-3 718

Appendix A Consumer Research Methods 725

Appendix B Consumer Behavior Audit 732

NameIndex 737

CaseIndex 747

SubjectIndex 749