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. Global consumer culture.