About the Book:This book is a comprehensive textbook on Consumer Psychology that explains how and why consumers think, feel, and behave in the marketplace. This second edition includes updated research, new examples from different countries, and the addition of neuroscience-based studies, reflecting…
OverviewThis edition of Consumer Behavior: Building Marketing Strategy continues its emphasis on marketing strategies influenced by culture, values, demography, and society. The primary purpose of this text is to provide students with a usable, managerial understanding of consumer behavior. The book…
