The making of the consumer : knowledge, power and identity in the modern world / Trentmann, Frank.

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

-- Introduction -- Defining learning -- Studying learning -- The need for knowledge -- Sources of consumer

knowledge worker -- 1.2.Insights leader - learning on the job versus learning in school -- 1.3.Being the

-- Introduction to affect and cognition -- Consumers' product knowledge and involvement -- Attention and

-- Motivation, Ability, and Opportunity -- Exposure, Attention, and Perception -- Knowledge and Understanding

-- 3. Introduction to affect and cognition -- 4. Consumers' product knowledge and involvement -- 5

knowledge -- Ch. 10. The self and selves -- pt. 4. Consumers in social context -- Ch. 11. Lifestyles