Opening Vignette: "The Rebirth of Brand Loyalty: Coke Is It, and So Is McDonald's, Tide, and Intel"

1. Consumer Learning
2. Classical Conditioning
   1. Associative Learning: Beyond Pavlov's Dogs
   2. Strategic Applications of Classical Conditioning
3. Instrumental Conditioning
   1. Reinforcement
      1. Extinction and Forgetting
   2. Applications of Instrumental Conditioning to Marketing
4. Cognitive Learning
   1. Cognitive Learning Theory
   2. Vicarious Learning
   3. Marketing Applications of Cognitive Learning
   4. Relevance of the Cognitive Versus Behaviorist Perspective
5. Habit
   1. A Model of Habitual Purchasing Behavior
   2. Functions of Habit
6. Habit and Information Seeking
   1. Habit Versus Complex Decision Making
   2. Strategic Implications of Habit Versus Complex Decision Making
      1. Distribution
      2. Product
      3. Advertising and In-Store Promotions
      4. Pricing
   3. Inducing a Switch from Habit to Decision Making
7. Brand Loyalty
   1. Behavioral Approach to Brand Loyalty
   2. Cognitive Approach to Brand Loyalty
   3. The Brand-Loyal Consumer
   4. Brand Loyalty and Product Involvement
8. Consumer Loyalty, Consumer Equity, and Micromarketing
9. Store Loyalty
   1. Store Loyal Consumers
   2. Level of Store Loyalty
   3. Web Site Loyalty
10. Societal Implications of Brand and Store Loyalty
    1. Implications for Brand Loyalty
    2. Implications for Store Loyalty