Consumer Behavior is a 4-color undergraduate (and graduate) consumer behavior text. The major purpose of the this text is to give students the knowledge and skills necessary to perform detailed consumer analysis in order to understand markets and develop effective marketing strategies.

Table of Contents
Pt. 1 Corporate Financial Reporting and Analysis Environment
1 Introduction 3
Pt. 2 Corporate Financial Reporting Fundamentals
2 Basic Accounting Concepts 15
3 Primary Financial Statements 32
4 Intercorporate Equity Investments 63
5 Statement of Cash Flows 84
Pt. 3 Role of Certified Public Accountants' Opinion in Corporate Reporting and Analysis
6 Independent Auditor's Report 103
Pt. 4 Basic Financial Statement Analysis Techniques
7 Financial Statement Analysis 125
8 Quality of Earnings Analysis 173
9 Growth Rate Analysis 239
Pt. 5 Measurement and Analysis of Income
10 Revenue Recognition 287
11 Extraordinary and Unusual Items, Discontinued Operations, and Accounting Changes 351
12 Basic and Diluted Earnings per Share 373
Pt. 6 Asset and Expense Reporting and Analysis
13 Income Taxes 397
14 Long-Lived Fixed Assets 435
15 Changing Prices 493
16 Intangible Assets 530
17 Inventory 570
18 Business Combinations 596
Pt. 7 Long-Term Financial Commitment Reporting and Analysis
19 Financial Instruments 639
20 Leases 692
21 Retiree Benefits 733
Pt. 8 Stockholders' Equity Reporting and Analysis
22 Stockholders' Equity 763
Pt. 9 Special Reporting and Analysis Issues
23 Foreign Activities 789
24 Disaggregated Business Disclosures 812
25 Interim Period Reports 839
26 Contingencies 852
27 International Accounting Standards and Transnational Financial Analysis 870
Appendix Present Value Tables 909
Indexes