, Motivation and Hedonism -- The Self and Personality -- Perception -- Learning and Knowledge -- Attitude

-- Learning and memory -- Motivation and affect -- The self: mind, gender, and body -- Personality, lifestyles

-- Culture and subculture -- Reference groups and social class -- Personal characteristics -- Customer

values -- Ch. 5. The self -- Ch. 6. Personality and lifestyles -- Ch. 7. Attitudes -- Ch. 8. Attitude

-- Culture and subculture -- Reference groups and social class -- Personal characteristics -- Customer

. Ethnic, Racial, and Religious Subcultures -- Ch. 15. Age Subcultures -- Sect. 5. Consumers and Culture

. The changing world of consumption -- Ch. 3. The meaning and nature of culture -- Ch. 4. Consumption

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