Consumer Behavior
- About the Author
- Topic 1: Consumer Behavior: Introduction, History, & Present
- Topic 2: The Cognitive Consumer: Perception, Learning, & Memory
- Topic 3: The Cognitive Consumer: Motivation, Needs, & Attitudes
- Topic 4: The Cognitive Consumer: Emotions & Personality
- Topic 5: Customer Personas and the VALS Framework
- Topic 6: Psychology of Persuasion: Six Principles of Influence
- Topic 7: The Social Consumer: Group Influences, Families, Subcultures, and Cultural Influences
- Topic 8: The Crisis Consumer: Disasters, Elections, Recessions, Global Events
- Topic 9: The Marketing Mix 8 Ps
- Topic 10: Unique Value Proposition
- Topic 11: The Customer Journey
- Topic 12: The Future of Consumer Behavior in the Digital Age: Trends and Ethics