1. Introduction -- 2. Attention and Awareness -- Modes and Levels -- Results of Increased Attention -- Variables of Attention -- Mainly-Stimulus Variables -- Between-Stimulus Variables -- 3. Inferences of Organization and Meaning -- Inferences of Organization -- Perceptual Organization -- Memory Organization -- Inferences of Completion -- Visual Construction -- Auditory Construction -- Inferences of Meaning -- 4. Cognition, Reasoning, and Choosing -- General Principles of Memory -- Inferences of Reasoning -- Distortions of Inference -- Making Choices: Cognitive Elements -- 5. Aspects of the Unconscious -- Unconscious Memory Influences -- Subliminal Perception -- Subattentional Perception -- Background Music -- Freudian Symbolism -- 6. Affect, Emotion, and Involvement -- Definitions and Distinctions -- Cognitive Impact of Affect -- Making Choices: Affective Elements -- 7. Attitudes and Persuasion -- Overview and Definitions -- Attitude Formation: The Cognitive Component -- Schema Congruity Theory -- Attitude Formation: The Affective Component -- Variables of Attitudinal Change -- 8. Psychological Needs -- Need to Feel Worth -- Sources of Self-Worth -- Cohort Versus Age Differences -- Other Approaches to Psychological Needs -- 9. Classical Conditioning in Marketing -- Classical Conditioning Basics -- Affective Conditioning -- Cognitive Conditioning -- 10. Operant Conditioning in Marketing -- Simple Conditioning -- Complex Conditioning -- The Nature of Reinforcement -- 11. Culture and Family Influences -- The Role of Culture -- Family Dynamics -- 12. Developmental Factors -- Our Personal History of Affect and Cognition -- Information Processing in Children -- Information Processing in Older Adults -- Processing Deficits -- References.