Table of Contents

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

About the Author

Michael Solomonis Human Sciences Professor of Consumer Behaviour at Auburn University, Alabama, USA. Gary Bamossyis Professor of Marketing, Vrije Universiteit, Amsterdam and Director of the Global Business Program, University of Utah, USA. Soren Askegaard is Professor of Marketing at the University of Southern Denmark, Odense. Margaret K. Hoggis Professor of Consumer