Includes bibliographical references.

Contents: Section I: The importance of customer centricity: Customer retention and profitability -- Measuring customer loyalty with the net promoter score -- Customer experience management -- Section II: Customer perception: Information overload -- The just noticeable difference -- Perceptual maps -- Section III: Customer learning and memory -- Behavioral learning: classical and operant conditioning -- Memorable taglines -- Memory models and promotional strategies -- Section IV: Customer motivation and personality: The great debate -- Maslow's need hierarchy and customer motivation -- Appealing to the Id, superego, and ego -- Section V: Segmenting. targeting, and positioning: VALStm segmentation categories -- Positioning strategies -- Adopter categories -- Section VI: Reference group influence and diffusion of innovation: Forms of reference group influence -- Types of reference groups -- Diffusion of innovation -- Section VII: Customer attitudes: Hierarchies of effects -- The fishbein model of attitude measurement -- The extended fishbein model -- Section VIII: Marketing communication and attitude change: Multiattribute models and attitude change strategies -- The elaboration likelihood model -- Social judgement theory and attitude change -- Balance theory and spokesperson strategies -- Section IX: Customer decision making: Group/family decision making -- Decision heuristics -- Decision rules I: Introduction to decision rules -- Decision rules II: The application of decision rules -- Section X: Quantitative and interpretive consumer research: Projective techniques -- Laddering interviews and means-end analysis -- Information display boards -- Section XI: Cultural and subcultural influences: The diversity of customer behavior -- Culture and customer behavior -- The Chinese consumer