Chapter 1 - Introduction to consumer behavior Some background Uncovering consumer behavior The consumers impact on marketing strategy Marketing and creation of consumers' needs Chapter 2 - Market segmentation Market segmentation Demographics Social class Psychographics Chapter 3 - Values. Personality. Self-concept. Lifestyles Relationship between values and consumer behaviour Influence of personality Self-concept Lifestyles Chapter 4 - Motivation The fundamental inner force Dynamics of motivation: Types of needs Systems of needs Emotions and moods Levels of consumer involvement Chapter 5 -Three-step perception process Introducing the six-element hierarchy of communication effects Factors shaping perception Exposure and thresholds Attention and techniques to gain and hold it Interpretation and perceptual organization Chapter 6 - Learning and memory Essence of learning Categories of the learning theory Memory. Remembering. Information processing Chapter 7 - Attitudes Power of attitudes Functions of attitude Changing people’s attitudes Chapter 8 - Consumer decisions and their types. Decision-making process Rationale for approaching consumer decision making What is a consumer decision? Imperfections in consumer judgments Steps in decision-making process Need recognition Information search Evaluation of alternatives Product choice, purchase and consumption Post-purchase Divestment Chapter 9 - Culture and subcultures Culture and its attributes National culture and subcultures The impact of culture on customer behaviour Chapter 10 - Family. Reference groups. Opinion leaders The consumer is rarely alone Family Reference groups Opinion leadership Virtual communities