Table of Contents Part I: Consumers, Marketers and Technology 1. Technology - Driven Consumer Behavior 2. Segmentation, Targeting and Positioning Part II: The Consumer as an Individual 3. Consumer Motivation and Personality 4. Consumer Perception 5. Consumer Learning 6. Consumer Attitude Formation and Change Part III: Communication and Consumer Behavior 7. Persuading Consumers 8. From Print and Broadcast Advertising to Social and Mobile Media 9. Reference Groups and Word-of-Mouth Part IV: Consumers in their Social and Cultural Settings 10. The Family and it's Social Standing 11. Culture’s Influence on Consumer Behavior 12. Cross-Cultural Consumer Behavior - An International Perspective Part V: Consumers Decision - Making, Marketing Ethics and Consumers Research 13. Consumer Decision - Making and Diffusion of Innovations 14. Marketing Ethics and Social Responsibility 15. Consumer Research