Introduction: Introduction: diversity in the marketplace -- Consumer research -- Market segmentation -- The consumer as an individual: Consumer motivation -- Personality and consumer behavior -- Consumer perception -- Consumer learning -- Consumer attitude formation and change -- Communication and consumer behavior -- Consumers in their social and cultural settings: 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 -- The consumer's decision-making process: Consumer influence and the diffusion of innovations -- Consumer decision making

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