<本書特色>
<章節目錄>
Section 1 A Perspective on Consumer Behavior
1 Introduction to Consumer Behavior and Marketing Strategy
2 A Framework for Consumer Analysis
Section 2 Affect and Cognition and Marketing Strategy
3 Introduction to Affect and Cognition
4 Consumers’ Product Knowledge and Involvement
5 Attention and Comprehension
6 Attitudes and Intentions
7 Consumer Decision Making
Section 3 Behavior and Marketing Strategy
8 Introduction to Behavior
9 Conditioning and Learning Processes
10 Influencing Consumer Behaviors
Section 4 The Environment and Marketing Strategy
11 Introduction to the Environment
12 Cultural and Cross-Cultural Influences
13 Subculture and Social Class
14 Reference Groups and Family
Section 5 Consumer Behavior and Marketing Strategy
15 Market Segmentation and Product Positioning
16 Consumer Behavior and Product Strategy
17 Consumer Behavior and Promotion Strategy
18 Consumer Behavior and Pricing Strategy
19 Consumer Behavior, Electronic Commerce, and Channel Strategy