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Index
Copyright
DEDICATION
ACKNOWLEDGMENTS
Overview
PREFACE:
PART I: THE SELF
Chapter 1 | Studying Consumer Behavior
Chapter 2 | Needs, Wants, and Motivation
Chapter 3 | Perception and Attention
Chapter 4 | Learning and Memory
Chapter 5 | Affect, Mood, and Emotion
Chapter 6 | Personality, Attitude, and Persuasion
PART II: THE SITUATION
Chapter 7 | Social Influence
Chapter 8 | Culture and Socio-Cultural Influence
Chapter 9 | Subcultures
Chapter 10 | Context, Environment, & Situation
PART III: THE SOLUTION
Chapter 11 | Value and Valuation
Chapter 12 | Decision Making
EPILOGUE:
ABOUT THE AUTHOR
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