Table of Contents

Part One: Introduction Chapter One: Consumer Behavior and Marketing Strategy Part Two: External Influences Chapter Two: Cross-Cultural Variations in Consumer Behavior Chapter Three: The Changing American Society: Values Chapter Four: The Changing American Society: Demographics and Social Stratification Chapter Five: The Changing American Society: Subcultures Chapter Six: The American Society: Families and Households Chapter Seven: Group Influences on Consumer Behavior Part Two Cases: Cases 2-1 through 2-9 Part Three: Internal Influences Chapter Eight: Perception Chapter Nine: Learning, Memory, and Product Positioning Chapter Ten: Motivation, Personality, and Emotion Chapter Eleven: Attitudes and Influencing Attitudes Chapter Twelve: Self-Concept and Lifestyle Part Three Cases: Cases 3-1 through 3-10 Part Four: Consumer Decision Process Chapter Thirteen: Situational Influences Chapter Fourteen: Consumer Decision Process and Problem Recognition Chapter Fifteen: Information Search Chapter Sixteen: Alternative Evaluation and Selection Chapter Seventeen: Outlet Selection and Purchase Chapter Eighteen: Postpurchase Processes, Customer Satisfaction, and Customer Commitment Part Four Cases: Cases 4-1 through 4-8 Part Five: Organizations as Consumers Chapter Nineteen: Organizational Buyer Behavior Part Five Cases: Cases 5-1 through 5-2 Part Six: Consumer Behavior and Marketing Regulation Chapter Twenty: Marketing Regulation and Consumer Behavior Part Six Cases: Cases 6-1 through 6-2 Appendix A: Consumer Behavior Research MethodsAppendix B: Consumer Behavior Audit

About the Author

Del I. Hawkins, Ph.D., is Emeritus Professor of Marketing at the University of Oregon.  Del is a specialist in the areas of marketing strategy, entrepreneurship, and consumer behavior. He has been involved extensively in global executive management training, has taught extensively around the world including Japan, Germany, and Grenada, and has won the outstanding MBA teaching award at Oregon several times.  Dels research has been published in many prestigious marketing journals and he authored two other textbooks in marketing research and research methods. Del has served in many high-level administrative roles at Oregon including Associate and Acting Dean of the Lundquist College of Business at the University of Oregon.



David L. Mothersbaugh, Ph.D., is Professor and Robert C. Morrow Faculty Fellow at The University of Alabama, where he has served as a faculty member or administrator for 24 years.  David 's teaching and research are in the areas of consumer behavior, advertising, services marketing, and marketing strategy.  David has published some 25 refereed journal articles and conference proceedings, has won a number of research excellence awards, and has served on 17 dissertation committees. His teaching has earned him numerous awards at the undergraduate and executive education level.  He is currently the Associate Dean for Undergraduate and International Programs at the Culverhouse College of Business where he oversees the development and deployment of various student engagement and success initiatives focusing on high-impact practices.  David's prior administrative roles at UA have also involved student-focused program development and include Marketing Department Head, Acting Director of Global Business, and Founding Director of the UA Services Marketing Program.



University Of Oregon