Consumer behaviour : a European perspective

'Consumer Behaviour' satisfies the need for a comprehensive, accessible and contemporary textbook which gives significant weighting to issues.
Content: Section I Consumers in the Marketplace Chapter 1 Consumers Rules Section II Consumers as Individuals Chapter 2 Perception Chapter 3 Learning and Memory Chapter 4 Motivation and Values Chapter 5 The Self Chapter 6 Personality and Lifestyles Chapter 7 Attitudes Chapter 8 Attitude Change and Interactive Communications Section III Consumers as Decision Makers Chapter 9 Individual Decision Making Chapter 10 Buying and Disposing Chapter 11 Group Influence and Opinion Leadership Chapter 12 Organizational and Household Decision Making Section IV: Consumers and Subcultures Chapter 13 Income and Social Class Chapter 14 Ethnic, Racial, and Religious Subcultures Chapter 15 Age Subcultures Section V: Consumers and Culture Chapter 15 Cultural Influences on Consumer Behavior Chapter 17 The Creation and Diffusion of Global Cons
Abstract: For undergraduate and MBA courses in Consumer Behavior. Solomon's Consumer Behavior, 7e is a market leader because it goes beyond the "act of buying" by presenting an engaging, balanced and global perspective.