Consumer Behavior: A south-Asian Perspective

PART 1 Introduction
1 What Is CB and Why Should I Care?
2 Value and the Consumer Behavior Framework

PART 2 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 Change

PART 3 External Influences
8 Group and Interpersonal Influence
9 Consumer Culture
10 Microcultures

PART 4 Situations and Decision Making
11 Consumers in Situations
12 Decision Making I: Need Recognition and Search
13 Decision Making II: Alternative Evaluation and Choice
14 Consumer Behavior Research and Modeling

PART 5 Consumption and Beyond
15 Consumption to Satisfaction
16 Consumer Relationships
17 Consumer and Marketing Misbehavior with Consumerism
18 Organizational Buying Behavior