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• Chapter 1 Introduction: Perspectivism and Other Basic Notions for Understanding the Nature of the So
• Chapter 2 Ethnopsychology (Folk Psychology)
• Chapter 3 Ethnopsychology Continued: Application
• Appendix 3A Student Project: Obtaining a Script or Protocol of a Buying Episode
• Appendix 3B An Illustrative Analysis of Protocols in Respect to Obtaining a Homeowner’s Mortgage
• Chapter 4 Behaviorism
• Chapter 5 Psychoanalytic Psychology
• Chapter 6 Cognitive Psychology: The Basic Perspective
• Chapter 7 Cognitive Psychology Continued: Cognitive Psychology in Marketing
• Chapter 8 Cognitive Neuroscience (and a Comment on Evolutionary Psychology or Sociobiology)
• Chapter 9 Microeconomics (Rational Choice Theory)
• Chapter 10 Behavioral Economics
• Chapter 11 Social Psychology: Social Groups, Social Reference Groups and the Nature and Role of Emot
• Chapter 12 Social Psychology Continued: Lewin’s Attitude Change Model, Strategies for Overcoming R
• Chapter 13 Sociology
• Chapter 14 Cultural Anthropology
• Postscript
• Appendix
• References
• Index