了解消费者行为对于有效的市场营销为什么是必不可少的？ 理解人们的购买原因是怎样帮助营销人员进行销售的？ 人们对于产品的态度是怎样形成，又是怎样被改变的？营销经理该做些什么去说明消费者购买自己的产品， 并成为“回头客”呢？本书对上述问题及其他有关问题作了清楚而确切的解释。对于那些接受短期培训的管理者、MBA，以及想迅速了解这一问题核心内容的教师和学生来说，都不失为极具价值的参考书。它还可以作为管理人员的藏书，以及那些有抱负的管理人员完善自己知识和技能的参考资料。

  Introduction: the importance of understanding    consumer behaviour    Consumers and the marketing concept    Consumers and the four Ps    Consumers and segmentation    The consumer and relationship marketing    The consumer and marketing planning    Key points from the introduction  1 Drive, motivation and hedonism    Classification of motives    Drive    Motivation in action    Maslows hierarchy of need    Fred Hertzberg and the hygiene/motivators theory    Pain avoidance    Hedonism    Key points from this chapter  2 Goals and incentives, uncertainty and post-purchase    dissonance    Goals    Problems with goals    kisk and uncertainty    Heuristics    Interrupts     Postpurchase dissonance    Key points from this chapter  3 Personality traits, self-concept, routines and habits    Roles and life as theatre    Personality    Approaches to studying personality    Hedonic consumption    Type approach    Traits and factors    Psychographics    Self-concept    Key points from this chapter  4 Learning and perception    Learning    Classical learning theory    Operant conditioning    Cognitive learning    Perception    Key points from this chapter  5 Attitudes    Introduction    Dimensions of attitude    Attitude formation    Changing consumers attitudes    Attitude measurement    Functions of attitudes    Attitude and behaviour    Private versus public attitudes    Attitude versus situation    Attitude towards ads versus attitride towards brand    General versus specific attitudes    Key points from this chapter  6 The environment, class and culture    The environment: situational influences    Culttire    Class    Key points from this chapter       7 Peer and reference groups, and the family    Peer and reference groups    The family    Influence of children on buying decisions    Gender roles    Mechanisms of personal influence    Key points from this chapter  8 New and repeat buying behaviour    Decision-making models    Pre-purchase activities    Factors aftecting the eXternal search for information    Making the choice    Categorization of decision rules    New products: the diffusion of innovation    Marketing approaches to new product launches    Key points from this chapter  9 High-involvement purchasing behaviour    Involvement    Purchasing high-tech consumer durables    Unsought goods    Key points from this chapter  10 Segmentation    Reasons for segmenting markets    Choosing a segmgnt    Segmenting a ma