An Introduction To Consumer Behavior -- Understanding Consumer Behavior -- The Psychological Core -- Motivation, Ability, and Opportunity -- Exposure, Attention, and Perception -- Knowledge and Understanding -- Attitudes and Emotion Based on High Consumer Effort -- Attitudes and Emotion Based on Low Consumer Effort -- Memory and Retrieval -- The Process of Making Decisions -- Problem Recognition and Information Search -- Judgment and Decision Making Based on High Consumer Effort -- Judgment and Decision Making Based on Low Consumer Effort -- Post-Decision Processes -- The Consumer's Culture -- Consumer Diversity -- Social Class and Household Influences -- Psychographics: Values, Personality, and Lifestyles -- Social Influences on Consumer Behavior -- Consumer Behavior Outcomes -- Adoption of, Resistance to, and Diffusion of Innovations -- Symbolic Consumer Behavior -- Ethics and the Dark Side of Consumer Behavior and Marketing.