Machine generated contents note: pt. One Introduction to Consumer Behaviour -- 1.The importance of understanding consumer behaviour -- Defining consumer behaviour -- Consumer behaviour in context -- Consumer behaviour and the marketing mix -- Consumers and relationship marketing -- Consumers and marketing planning -- Antecedents of consumer behaviour -- Neuroscience -- Psychology -- Sociology -- Further reading -- References -- pt. Two Psychological issues in consumer behaviour -- 2.Drive, motivation and hedonism -- Introduction -- Drive -- Motivation -- Classifying needs -- Motivational factors -- Individual factors -- Motivational conflict -- Hedonism -- Understanding motivation -- Research into motivation -- Further reading -- References -- 3.Goals, risk and uncertainty ss -- Introduction -- Goals -- Problems with goals -- Interrupts -- Risk and uncertainty -- Heuristics -- What happens if it goes wrong? -- Further reading -- References -- 4.Personality and self-concept --

Contents note continued: Introduction -- Personality -- Approaches to studying personality -- Type approach -- Traits and factors -- Psychographics -- Self-concept -- Further reading -- References -- 5.Perception -- Introduction -- Elements of perception -- Creating a world-view -- Perception and the brand -- Perception and store atmospherics -- Perception and consumers' characteristics -- Perception and behaviour -- Combining factors -- Subliminal perception -- Colour -- Further reading -- References -- 6.Learning -- Introduction -- Defining learning -- Studying learning -- The need for knowledge -- Sources of consumer knowledge -- Further reading -- References -- 7.Attitude formation and change -- Introduction -- Defining attitude -- Dimensions of attitude -- Attitude formation -- Attitude measurement -- Functions of attitudes -- Attitude and behaviour -- Private vs. public attitudes -- Attitude vs. situation -- Attitude towards ads vs. attitude towards the brand --

Contents note continued: General vs. specific attitudes -- Changing attitudes -- Further reading -- References -- pt. Three Sociological issues in consumer behaviour -- 8.The environment, class and culture -- Introduction -- Environmental influences -- The social environment -- Culture -- Subcultures -- Class -- The on-line environment -- Further reading -- References -- 9.Reference groups -- Introduction -- Formation of reference -- groups -- Influence of reference groups -- Modelling -- Mechanisms of personal influence -- Word of mouse -- Further reading -- References -- 10.The family -- Introduction -- Defining families -- Influence of children on buying decisions -- Changing nature of the family -- Gender roles -- Other functions of the family -- Roles in family consumption -- Further reading -- References -- pt. Four Decisions and their aftermath -- 11.New and repeat buying behaviour -- Introduction -- Decision-making models -- Pre-purchase activities --

Contents note continued: Factors affecting the external search for information -- Making the choice -- Categorisation of decision rules -- Involvement -- Dimensions of involvement -- Involvement with brands -- Increasing involvement levels -- Loyalty -- Purchasing high-tech consumer durables -- Unsought goods -- Further reading -- References -- 12.Innovation -- Introduction -- The product life cycle -- Adoption of innovation -- Consumers as innovators -- Innovative products -- Marketing approaches to new product launches -- Further reading -- References -- 13.Post-purchase behaviour -- Introduction -- Quality -- Post-purchase evaluation -- Consequences of post-purchase evaluation -- Cognitive dissonance -- Complaining behaviour -- Disposal -- Further reading -- References -- 14.Services markets -- Introduction -- Services - products or not? -- Consumer approaches to information-gathering -- Risk and uncertainty -- Involvement -- Sales promotion -- Service levels --

Contents note continued: Handling dissonance -- Further reading -- References -- 15.Organisational buying behaviour -- Introduction -- The decision-making unit -- Influences on buyers -- Classifying business customers -- Business and commercial organisations -- Reseller organisations -- Government organisations -- Institutional organisations -- Buyers' techniques -- The buygrid framework -- Value analysis -- Evaluating supplier capability -- Evaluating supplier performance -- Further reading -- References -- 16.Consumer behaviour and the marketing mix -- Introduction -- Segmentation -- Consumer behaviour and products -- Price -- Place -- Promotion -- People -- Process -- Physical evidence -- Further reading -- References.