Consumer behavior: an applied approach. /
Nessim Hanna, Richard Wozniak
- Upper Saddle River, N.J. : Prentice Hall, 2001.
- xxi, 586 p. : col. ill. ;
Includes bibliographical references and indexes.
Contents: Introduction to consumer behavior -- Consumer research -- Segmentation, Targeting, and positioning -- Consumer perception -- Consumer learning and memory -- Consumer attitudes -- Motivation and emotion -- Personality, lifestyle, and self- concept -- Consumer decision making -- Communication -- Diffusion of innovations -- Group influence -- The family and generational cohorts -- Personal influence and word of mouth -- Social class -- Culture and microcultures --