CB : Consumer Behavior (Paperback, 9 ed)

PART I. INTRODUCTION
1. What is CB and Why Should I Care?
2. Value and the Consumer Behavior Value Framework

PART II. INTERNAL INFLUENCES
3. Consumer Learning Starts Here: Perception
4. Comprehension, Memory, and Cognitive Learning
5. Motivation and Emotion: Driving Consumer Behavior
6. Personality, Lifestyles, and the Self-Concept
7. Attitudes and Attitude Changes

PART III: EXTERNAL INFLUENCES
8. Group and Interpersonal Influence
9. Consumer Culture
10. Microcultures

PART IV. SITUATIONS AND DECISION MAKING
11. Consumers in Situations
12. Decision Making I: Need Recognition and Search
13. Decision Making II: Alternative Evaluation and Choice

PART V. CONSUMPTION AND BEYOND
14. Consumption to Satisfaction
15. Beyond Consumer Relationships
16. Consumer and Marketing Misbehavior