| When you have completed this chapter, you should be able to understand the following learning objectives (LO): |
| LO 1 | To understand the role consumer behavior plays in the development and implementation of advertising and promotional programs. |
| LO 2 | To understand the consumer decision-making process and how it varies for different types of purchases. |
| LO 3 | To understand various internal psychological processes, their influence on consumer decision making, and implications for advertising and promotion. |
| LO 4 | To recognize the various approaches to studying the consumer learning process and their implications for advertising and promotion. |
| LO 5 | To recognize external factors such as culture, social class, group influences, and situational determinants and how they affect consumer behavior. |
| LO 6 | To understand alternative approaches to studying consumer behavior. |
