Part I – An introduction to consumer behavior -- 1. Understanding consumer behavior -- Appendix: Developing information about consumer behavior -- Part II: The psychological core -- 2. Motivation, ability, and opportunity -- 3. From exposure to comprehension -- 4. Memory and knowledge -- 5. Attitudes based on high effort -- 6. Attitudes based on low effort -- Part III: The process of making decisions -- 7. Problem recognition and information search -- 8. Judgment and decision making based on high effort -- 9. Judgment and decision making based on low effort -- 10. Post-decision processes -- Part IV: The consumer’s culture -- 11. Social influences on consumer behavior -- 12. Consumer diversity -- 13. Household and social class influences -- 14. Psychographics: values, personality, and lifestyles -- Part V: Consumer behavior outcomes and issues -- 15. Innovations: adoption, resistance, diffusion -- 16. Symbolic consumer behavior -- 17. Marketing, ethics, and social responsibility in today’s consumer society.