Our workon the fifth edition of Consumer Bebavior has three goals. Firs, we want to continue to achieve the goal of producing a book that provides a current, balanced, comprehensive, and treatment of the field. Readers will discover within the chapters the latest research in the field of consumer behavior, whether it pertains to the dramaturgical   analysis of whit-water rafting and sky-diving, to the investigation of customer relationships, or to the latest research on consumer decision making. As in previous editions, our goal in writing Consumer Behavior is to create a book that is current and comprehensive as well as interesting and fun to read.

The Second goal of the fifth edition is to make full use of modern electronic technology. A "Home Page" on the World Wide Web has been created by the first author, John Mowen. The "Home Page" contains four use in class. (The teacher's manual contains the case solution) Second, it contains the overheads of lecture slides that are provided to instructors in hard copy and on a compact disk that accommpanies the text. Thus, students can download from the World Wide Web the lecture outlines used by instructors. Third, the "Home Page" contains copies of advertisements that can be downloaded and employed as teaching tools to illustrate the use of consmer behavior concepts. Fourth, the "Home page" conains hot link is to the home page of the VALS II home page. Here students can take the psychographic profile and find out which of the VALS II   categories in which they fall.

The third goal of Consumer Bebavior is to provide students with a means of identify ing the managerial relevance of the consumer behavior concepts. For the fifth edition each chapter begins with a short case. The material contained in the chapter is related to the dase, and at the end of the chapter, a "managerial applications analysis' of the case is performed. In addition, at the end to each chapter a new case is presented. (The solution to These short cases are found in the Teacher's Manual.)

Part Ont Introduction
Part Two Individual consumer processes
Part Three The consumer environment