1. WHat is CB and Why Should I Care? 2. VAlue and Consumer Behavior Value. 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 Change. 8. GRoup and Interpersonal Influence. 9. COnsumer Culture. 10. MIcrocultures. 11. COnsumer in Situations. 12. DEcision Making I: Need Recognition and Search. 13. DEcision Making II: Alternative Evaluation and Choice. 14. COnsumption to Satisfaction. 15. COnsumer Relationships. 16. COnsumer and Marketing Misbehavior.
Detalhes do Produto
Subtítulo: STUDENT EDITION. INCL. ONLINE-RESOURCES. ACCESS CO