a Contents: Table of Contents: Section 1: A Perspective on Consumer Behavior -- Chapter 1 Introduction to Consumer Behavior and Marketing Strategy -- Chapter 2 A Framework for Consumer Analysis Section 2: Affect and Cognition and Marketing Strategy -- Chapter 3 Introduction to Affect and Cognition -- Chapter 4 Consumers' Product Knowledge and Involvement -- Chapter 5 Attention and Comprehension -- Chapter 6 Attitudes and Intentions -- Chapter 7 Consumer Decision Making Section 3 Behavior and Marketing Strategy -- Chapter 8 Introduction to Behavior -- Chapter 9 Conditioning and Learning Processes -- Chapter 10 Influencing Consumer Behaviors Section 4 The Environment and Marketing Strategy -- Chapter 11 Introduction to the Environment -- Chapter 12 Cultural and Cross-Cultural Influences -- Chapter 13 Subculture and Social Class -- Chapter 14 Reference Groups and Family Section 5 Consumer Behavior and Marketing Strategy -- Chapter 15 Market Segmentation and Product Positioning -- Chapter 16 Consumer Behavior and Product Strategy -- Chapter 17 Consumer Behavior and Promotion Strategy -- Chapter 18 Consumer Behavior and Pricing Strategy -- Chapter 19 Consumer Behavior, Electronic Commerce, and Channel Strategy