Introduction: diversity in the marketplace -- Consumer research -- Market segmentation -- Consumer motivation -- Personality and consumer behavior -- Consumer perception -- Consumer learning -- Consumer attitude formation and change -- Communication and consumer behavior -- Reference groups and family influences -- Social class and consumer behavior -- The influence of culture on consumer behavior -- Subcultures and consumer behavior -- Cross-cultural consumer behavior: an international perspective -- Consumer influence and diffusion of innovations -- Consumer decision making

1. Consumer behavior
2. Motivation research (Marketing)