Consumer Behaviour a European Perspective

Preface Part A Consumers in the marketplace
1. An introduction to consumer behaviour

Part B Consumers as individuals
2. Perception
3. Learning and memory
4. Motivation, values and involvement
5. Attitudes 6. Attitude change and interactive communications
7. The self Case studies 1-4

Part C Consumers as decision-makers
8. Individual decision-making 9. Shopping, buying, evaluating and disposing
10. Group influence and opinion leadership Case studies 5-8

Part D A portrait of European consumers
11. European family structure and household decision-making
12. Income and social class 13 Age subcultures Case studies 9-14

Part E Culture and European lifestyles
14. Culture and consumer behaviour
15. Cultural change processes
16. Lifestyles and European cultures
17 New times, new consumers Case studies 15-20

Glossary Indexes