18. Consumer behavior and pricing strategy -- 19. Consumer behavior, electronic commerce, and channel strategy.

Sect. 1. A perspective on consumer behavior -- 1. Introduction to consumer behavior and marketing strategy -- 2. A framework for consumer analysis -- Sect. 2. Affect and cognition and marketing strategy -- 3. Introduction to affect and cognition -- 4. Consumers' product knowledge and involvement -- 5. Attention and comprehension -- 6. Attitudes and intentions -- 7. Consumer decision making -- Sect. 3. Behavior and marketing strategy -- 8. Introduction to behavior -- 9. Conditioning and learning processes -- 10. Influencing consumer behaviors -- Sect. 4. The environment and marketing strategy -- 11. Introduction to the environment -- 12. Cultural and cross-cultural influences -- 13. Subculture and social class -- 14. Reference groups and family -- Sect. 5. Consumer analysis and marketing strategy -- 15. Market segmentation and product positioning -- 16. Consumer behavior and product strategy -- 17. Consumer behavior and promotion strategy.