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Understanding the consumer : a psychological approach

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Cover of 'Understanding the consumer : a psychological approach'

Table of Contents

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    Book Overview
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    Chapter 1 People as Consumers
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    Chapter 2 Market Segmentation
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    Chapter 3 New Products and Innovations
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    Chapter 4 Perception
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    Chapter 5 Personality
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    Chapter 6 Learning
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    Chapter 7 Motivation
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    Chapter 8 Family Influences
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    Chapter 9 Social and Developmental Influences
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    Chapter 10 The Influence of Small Groups
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    Chapter 11 The Influence of Social Class
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    Chapter 12 Cultural Influences
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    Chapter 13 Attitudes
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    Chapter 14 Communication and Persuasion
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    Chapter 15 Approaching a Decision
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    Chapter 16 The Decision and its Consequences
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    Chapter 17 The Organization as Purchaser
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    Chapter 18 Consumer Awareness
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    Chapter 19 The Future Consumer
Attention for Chapter 5: Personality
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