CHAPTER ONE
Introduction （Basic Concepts and Research Methods）
CHAPTER TWO
Social Influences on Consumer Behavior
CHAPTER THREE
Culture and Values
CHAPTER FOUR
Sensation and Perception
CHAPTER FIVE
Learning and Memory
CHAPTER SIX
Motivation
CHAPTER SEVEN
Formation and Transformation of Attitudes
CHAPTER EIGHT
Personality and Lifestyle
CHAPTER NINE
Decision-Making Process
CHAPTER TEN
Circumstantial Factors Influencing Consumers' Decision-Making Process
GLOSSARY
REFERENCES
KEYS TO EXERCISES