Consumer Behaviour

I. CONSUMERS IN THE MARKETPLACE  1. An Introduction to Consumer Behaviour II. CONSUMERS AS INDIVIDUALS  2. Perception  3. Learning and Memory  4. Motivation and Values  5. The Self  6. Personality and Lifestyles  7. Attitudes  8. Attitude Change and Interactive Communications III. CONSUMERS AS DECISION MAKERS  9. Individual Decision Making 10. Buying and Disposing 11. Group Influence and Opinion Leadership   12. Family Decision Making IV. CONSUMERS AND SUBCULTURES 13. Income and Social Class 14. Canadian Identity and Subcultures 15. Age Subcultures V. CONSUMERS AND CULTURE 16. Cultural Influences on Consumer Behaviour 17. The Creation and Diffusion of Culture Cases Appendix 1: Sources of Secondary Data Appendix 2: Careers in Consumer Research Glossary Product, Service, Corporate, and Celebrity Index Subject Index