内容

目次

An introduction to consumer behaviour. Consumers as individuals:perception; learning and memory; values and motivation; the self and sexroles; personality and lifestyles; attitudes; attitude change and interactivecommunications. Consumers as decision makers: individual decision making;buying and disposing; group influence and opinion leadership; organizationaland household decision making. Consumers and subcultures: income and socialclass; ethnic, racial, and religious subcultures; age subcultures. Consumersand culture: cultural influences on consumer behaviour; the creation anddiffusion of consumer culture.