Includes theory glossary, keyword glossary and index.

1. Introduction: consumer are key to a company's success -- 2. Consumers' insights as drivers of marketing strategies -- 3. How (and why) to listen to consumers -- 4. How consumers make decisions -- 5. Post-purchase behavior -- 6. The irrational consumer: biases and situational effects on consumers' decisions-making -- 7. Consumer motivation and emotions -- 8. Consumer personality and self-concept -- 9. Learning and memory -- 10: Consumer attitude formation and change -- 11: Consumers' perception -- 12. Consumers' social and cultural context -- 13. The global consumer -- 14. Social media -- 15. Do good consumption

Ruvio, A. (2023). Consumer behavior. John Wiley & Sons Inc.