pt. I. Introduction . 1. Introduction: Diversity in the Marketplace -- 2. Consumer Research -- 3. Market Segmentation. pt. II. The consumer as an individual. 4. Consumer Motivations -- 5. Personality and Consumer Behavior -- 6. Consumer Perception -- 7. Consumer Learning -- 8. Consumer Attitude Formation and Change -- 9. Communication and Consumer Behavior -- pt. III. Consumers in their social and cultural settings. 10. Reference Groups and Family Influences -- 11. Social Class and Consumer Behavior -- 12. The Influence of Culture on Consumer Behavior -- 13. Subcultures and Consumer Behavior -- 14. Cross-Cultural Consumer Behavior: An International Perspective -- pt. IV. The consumer's decision making process. 15. Consumer Influence and the Diffusion of Innovations -- 16. Consumer Decision Making.