Includes bibliographical references and indexes.

Contents: 1. An introduction to consumer behavior: Understanding consumer behavior -- 2. The psychological core: Motivation, ability, and opportunity -- From exposure to comprehension -- Memory and knowledge -- Attitudes based on high effort -- Attitudes based on low effort -- 3. The process of making Decisions: Problem recognition and information search -- Judgment and decision making based on high effort -- Judgment and decision making based on low effort -- Post-decision processes -- 4. The consumer's culture: Social influences on consumer behavior -- Consumer diversity -- Household and social class influences -- Psychographics: values, personality, and lifestyles -- 5. Consumer behavior outcomes and issues: Innovation: adoption, resistance, and diffusion -- Symbolic consumer behavior -- Marketing, ethics and social responsibility in today's consumer society --