Introduction : Consumer Behavior and Marketing Strategy ; External Influences: Cross-cultural variations in consumer behavior ; The changing American Society : Values ; The changing American Society : Demographics and Social Stratification ; The Changing American Society: Subcultures ; The American Society: Families and Households ; Group Influences on Consumer Behavior ; Internal Influences : Perception ; Learning, Memory, and Product Positioning ; Motivation, Personality, and Emotion ; Attitudes and Influencing Attitudes ; Self-Concept and Lifestyle ; Consumer Decision Process: Situational Influences ; Consumer decision process and Problem Recognition ; Information Search ; Alternative Evaluation and Selection ; Outlet Selection and Purchase ; Postpurchase Processes, Customer Satisfaction, and Customer Commitment - Organizations as Consumers : Organizational Buyer Behavior ; Consumer Behavior and Marketing Regulation. Marketing Regulation and Consumer Behavior ; Appendix A, Consumer Research Methods ; Appendix B, Consumer Behavior Audit