Table of contents

Part A CONSUMERS IN THE MARKETPLACE 1
1 An introduction to consumer behaviour 2

Part B CONSUMERS AS INDIVIDUALS 32
2 Perception and interpretation 34
3 Learning and memory 64
4 Motivation, values and involvement 92
5 Attitudes 126
6 Attitude change and interactive communications 154
7 The self 188
Case studies 1-3 221

Part C CONSUMERS AS DECISION-MAKERS 232
8 Individual decision-making 234
9 Shopping, buying, evaluating and disposing 268
10 Group influence and opinion leadership 302
Case studies 4-6 335

Part D A PORTRAIT OF EUROPEAN CONSUMERS 344
11 European family structure and household decision-making 346
12 Income and social class 374
13 Age subcultures 404
Case studies 7-9 426

Part E CULTURE AND EUROPEAN LIFESTYLES 438
14 Culture and consumer behaviour 440
15 Cultural change processes 470
16 Lifestyles and European cultures 502
17 New times, new consumers 540
Case studies 10-12 569

Includes bibliographical references and indexes.