Consumer Behavior

<h2> Section 1 A Perspective on Consumer Behavior <h3> 1 Introduction to Consumer Behavior and Marketing Strategy <h3> 2 A Framework for Consumer Analysis<h2> Section 2 Affect and Cognition and Marketing Strategy <h3> 3 Introduction to Affect and Cognition<h3> 4 Consumers' Product Knowledge and Involvement<h3> 5 Attention and Comprehension<h3> 6 Attitudes and Intentions<h3> 7 Consumer Decision Making<h2> Section 3 Behavior and Marketing Strategy<h3> 8 Introduction to Behavior<h3> 9 Conditioning and Learning Processes<h3> 10 Influencing Consumer Behaviors<h2> Section 4 The Environment and Marketing Strategy<h3> 11 Introduction to the Environment<h3> 12 Cultural and Cross-Cultural Influences<h3> 13 Subculture and Social Class<h3> 14 Reference Groups and Family<h2> Section 5 Consumer Behavior and Marketing Strategy<h3> 15 Market Segmentation and Product Positioning<h3> 16 Consumer Behavior and Product Strategy<h3> 17 Consumer Behavior and Promotion Strategy<h3> 18 Consumer Behavior and Pricing Strategy<h3> 19 Consumer Behavior, Electronic Commerce, and Channel Strategy<h4> Notes<h4> Glossary<h4> Credits<h4> Name Index<h4> Subject Index

J. Paul Peter is another very highly regarded marketing educator and is also at UW-Madison. He has won many awards for his contributions through research, textbooks, and education.