Opening Vignette: Autobytel.com Helps Empower the Car Purchaser

1. The Nature of Complex Decision Making
   1. Conditions for Complex Decision Making
   2. A Model of Complex Decision Making
2. Need Arousal
   1. Input Variables
      1. Consumers' Past Experiences
      2. Consumer Characteristics
      3. Consumer Motives
      4. Environmental Influences
      5. Past Marketing Stimuli
   2. Need Recognition
      1. A Hierarchy of Needs
      2. Utilitarian Versus Hedonic Needs
   3. The Consumer's Psychological Set
      1. Benefits Sought
   4. Brand Attitudes
3. Consumer Information Search and Processing
   1. Stimulus Exposure
   2. Perception of Stimuli
   3. Memory
   4. Search for Additional Information
      1. Involvement and Information Processing
      2. The Limits of Information Search
   5. Brand Evaluation
      1. Benefit Association
      2. Expected Satisfaction
   6. Purchase and Postpurchase Evaluation
      1. Intention to Buy
      2. No Purchase
      3. Purchase
      4. Postpurchase Evaluation
         1. Purchasing Versus Consuming
         2. Satisfaction Versus Dissatisfaction
      5. Postpurchase Dissonance
   7. The Consumption Experience: Hedonic Consumption and Product Symbolism
      1. Product Versus Service Consumption
      2. Hedonic Consumption
   8. Complex Decision Making and Store Choice
      1. A Model of Store Choice
      2. Store Choice and Brand Choice
      3. Hedonic Versus Utilitarian Shopping Behavior