本书是消费者行为学领域的经典著作。
2版作了大幅修订和更新，以网络消费社会环境为背景，充分讨论了信息技术和网络技术对消费者行为的影响，更加注重伦理和消费者权益保护，也扩展了对消费者个性心理和社会心理的讨论，内容更加丰富有趣。
关注社交媒体以及数字技术对消费者行为的影响。
广泛涉及新近的重要话题，如大数据、数字自我、游戏化、情境对购买决策的影响等。
新增“学术观点”专栏，呈现众多研究者的前沿研究成果，为读者提供新的视角甚至新的研究方向。

迈克尔·所罗门（Mictlael R.Solomon），美国圣约瑟夫大学Haub商学院营销学教授、消费者研究中心主任，英国曼彻斯特大学商学院消费者行为学教授。在学术期刊上发表大量论文，多次应邀在英国、斯堪的纳维亚、澳大利亚及拉美等地区演讲。其研究得到美国广告学会、美国营销学会、美国农业部、美国商务部等的资助。行为科学时尚类学术文献中被引用很多的15位学者之一，以及广告与营销沟通领域10位很多产的学者之一。

Preface
Section 1 Foundations of Consumer Behavior
Chapter 1 Buying, Having, and Being: An Introduction to Consumer Behavior
Consumer Behavior: People in the Marketplace
What Is Consumer Behavior?
Consumers' Impact on Marketing Strategy
Marketing's Impact on Consumers
Consumer Behavior as a Field of Study
Two Perspectives on Consumer Research
Taking It from Here: The Plan of the Book
Chapter Summary
Key Terms
Review
Consumer Behavior Challenge
Case Study
Chapter 2 Consumer and So Well-Being
Business Ethics and Consumer Rights
Consumers' Rights and Product Satisfaction
Major Policy Issues Relevant to Consumer Behavior
The Dark Side of Consumer Behavior
Chapter Summary
Key Terms
Review
Consumer Behavior Challenge
Case Study
Section 1 Data Case
Section 2 Internal Influences on Consumer Behavior
Chapter 3 Perception
Sensation
The Stages of Perception
Chapter Summary
Key Terms
Review
Consumer Behavior Challenge
Case Study
Chapter 4 Learning and Memory
How Do We Learn?
Memory
Bittersweet Memories: The Marketing Power of Nostalgia
Chapter Summary
Key Terms
Review
Consumer Behavior Challenge
Case Study
Chapter 5 Motivation and Affect
The Motivation Process: Why Ask Why?
Affect
Consumer Involvement
Chapter Summary
Key Terms
Review
Consumer Behavior Challenge
Case Study
Chapter 6 The Self: Mind, Gender, and Body
The Self
Gender Identity
The Body
Chapter Summary
Key Terms
Review
Consumer Behavior Challenge
Chapter 7 Personality, Lifestyles, and Values
Personality
Brand Personality
Lifestyles and Consumer Identity
Values
Chapter Summary
Key Terms
Review
Consumer Behavior Challenge
Section 2 Data Case
Section 3 Choosing and Using Products
Chapter 8 Attitudes and Persuasive Communications
The Power of Attitudes
How Do We Form Attitudes?
Persuasion: How Do Marketers Change Attitudes?
Chapter Summary
Key Terms
Review
Consumer Behavior Challenge
Chapter 9 Decision Making
What's Your Problem?
Cognitive Decision Making
Habitual Decision Making
Collective Decision Making
The lntimate Corporation: Family Decision Making
Chapter Summary
Key Terms
Review
Consumer Behavior Challenge
Case Study
Chapter 10 Buying, Using, and Disposing
Situational Effects on Consumer Behavior
The Shopping Experience
Postpurchase Satisfaction and Disposal
Chapter Summary
Key Terms
Review
Consumer Behavior Challenge
Case Study
Section 3 Data Case
Section 4 Consumers in Their So and Cultural Settings
Chapter 11 Groups and So Media
Groups
Word-of-Mouth Communication
Opinion Leadership
The So Media Revolution
Chapter Summary
Key Terms
Review
Consumer Behavior Challenge
Case Study
Chapter 12 Income and So Class
Income and Consumer Identity
So Class and Consumer Identity
Status Symbols and So Capital
Chapter Summary
Key Terms
Review
Consumer Behavior Challenge
Case Study
Chapter 13 Subcultures
Ethnic and Ra Subcultures
Religious Subcultures
The Family Unit and Age Subcultures
Place-Based Subcultures
Chapter Summary
Key Terms
Review
Consumer Behavior Challenge
Chapter 14 Culture
Cultural Systems
Cultural Stories and Ceremonies
Sacred and Profane Consumption
The Diffusion of Innovations
The Fashion System
Global Consumer Culture
Chapter Summary
Key Terms
Review
Consumer Behavior Challenge
Case Study
Section 4 Data Case
Glossary