Sect. 1. Consumers in the Marketplace -- Ch. 1. Consumers Rule -- Sect. 2. Consumers as Individuals -- Ch. 2. Perception -- Ch. 3. Learning and Memory -- Ch. 4. Motivation and Values -- Ch. 5. The Self -- Ch. 6. Personality and Lifestyles -- Ch. 7. Attitudes -- Ch. 8. Attitude Change and Interactive Communications -- Sect. 3. Consumers as Decision Makers -- Ch. 9. Individual Decision Making -- Ch. 10. Buying and Disposing -- Ch. 11. Group Influence and Opinion Leadership -- Ch. 12. Organizational and Household Decision Making -- Sect. 4. Consumers and Subcultures -- Ch. 13. Income and Social Class -- Ch. 14. Ethnic, Racial, and Religious Subcultures -- Ch. 15. Age Subcultures -- Sect. 5. Consumers and Culture -- Ch. 16. Cultural Influences on Consumer Behavior -- Ch. 17. The Creation and Diffusion of Global Consumer Culture.