Section 1: Consumers in the marketplace -- An introduction to consumer behavior -- Section 2: Consumers as individuals -- Perception -- Learning and memory -- Motivation and values -- The self -- Personality and lifestyles -- Attitudes -- Attitude change and interatice communications -- Section 3: Consumers as decision makers -- Individual decision making -- Buying and disposing -- Group influence and opinion leaership -- Organizational and household decision making -- Section 4: Consumers and subcultures -- Income and social class -- Ethnic, racial, and religious subcultures -- Age subcultures -- Section 5: Consumers and culture -- Cultural influences on consumer behavior -- The creation and diffusion of consumer culture

1. Consumer behavior