Section 1: A Perspective on Consumer Behavior

Chapter 1 - Introduction to Consumer Behavior and Marketing Strategy
Chapter 2 - A Framework for Consumer Analysis

Section 2: Affect and Cognition and Marketing Strategy

Chapter 3 - Introduction to Affect and Cognition
Chapter 4 - Consumers' Product Knowledge and Involvement
Chapter 5 - Attention and Comprehension
Chapter 6 - Attitudes and Intentions
Chapter 7 - Consumer Decision Making

Section 3: Behavior and Marketing Strategy

Chapter 8 - Introduction to Behavior
Chapter 9 - Conditioning and Learning Processes
Chapter 10 - Influencing Consumer Behaviors

Section 4: The Environment and Marketing Strategy

Chapter 11 - Introduction to the Environment
Chapter 12 - Cultural and Cross-Cultural Influences
Chapter 13 - Subculture and Social Class
Chapter 14 - Reference Groups and Family

Section 5: Consumer Analysis and Marketing Strategy

Chapter 15 - Market Segmentation and Product Positioning
Chapter 16 - Consumer Behavior and Product Strategy
Chapter 17 - Consumer Behavior and Promotion Strategy
Chapter 18 - Consumer Behavior and Pricing Strategy
Chapter 19 - Consumer Behavior, Electronic Commerce, and Channel Strategy