is outstanding in how effectively it explains the value of using the sociological imagination to

enhance the value of their brands? What steps can executives take to manage their brands successfully

Chapter 1. Introduction to consumer behaviour -- Chapter 2. Creating market value for consumers

and message recipients -- Nature of persuasion -- Aspects of persuasion -- Rokeach's value hierarchy

opponent ; Further specification ; Doubling ; Competence ; Truth value ; Other divisions into classes