Includes bibliographical references (p. -234) and index.
Pt. I. Consumer-oriented marketing. 1. The marketing task. 2. Consumer choice in theory and practice -- Pt. II. The cognitive consumer. 3. Perceptual processes. 4. Cognitive and behavioral learning. 5. Attitudes and behavior -- Pt. III. The personal consumer. 6. Personality and cognitive style. 7. Motivation and lifestyle -- Pt. IV. Consumers in context. 8. Retail environments. 9. Consumers in the social structure.