Consumer driven communication strategy; The diffusion process; Types of communication Sources; Factors influencing adoption; Group of pre-dispositional factors; Adopter categories; Purchase decision process; Hierarchy of needs; Wants buying motives; The self-concept Perception Attitudes; Learning Cognitive dissonance; Cultural elements in communication;Social influences on promotion; Hereditary family status; Reference groups; Significance of roles in promotion;
Life styles; Effect of social conditioning.