Schiffman L G Amp Kanuk L L 2010 Consumer Behavior 10th Ed Pearson Prentice Hall 2021 ((free)) -

Visual diagrams that simplify the complex interaction between consumer and brand.

Perhaps the most practical section for marketers is the breakdown of the consumer decision journey:

Recognition of a need, pre-purchase search, and evaluation of alternatives.

The collective values and beliefs that dictate "acceptable" behavior and product preferences. 3. The Decision-Making Process