Ch. 1. Consumers rule -- Ch. 2. Perception -- Ch. 3. Learning and memory -- Ch. 4. Motivation and

-- Ch. 2. Perception -- Ch. 3. Learning and Memory -- Ch. 4. Motivation and Values -- Ch. 5. The Self

: Motivation and Values. 5. Individual Consumer Dynamics: The Self. 6. Demographic Subcultures: Age, Race