Consumer Behavior and Managerial Decision Making

Abstract

1. The Scientific Study of Consumer Behavior. I. HOW CONSUMERS ACQUIRE, REMEMBER, AND USE PRODUCT KNOWLEDGE. 2. Consumer Attention and Comprehension. 3. Consumer Memory. 4. Consumer Judgment. 5. Consumer Choice. II. PERSUASION AND INFLUENCE. 6. The Message-Learning Approach to Persuasion. 7. Cognitive Approaches to Persuasion. 8. Affective and Motivational Approaches to Persuasion. 9. Self-Persuasion Principles. 10. Social Influence Principles. III. MANAGERIAL DECISION MAKING. 11. Online Consumer Behavior. 12. Segmentation and International Marketing. 13. New Product Development. 14. Product Management. 15. Biases in Managerial Decision Making. 16. Strategies for Improving Managerial Decision Making.

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