Consumer Behavior

Ideal for marketing psychology or social sciences courses at the undergraduate or graduate level CONSUMER BEHAVIOR combines a strong foundation in key concepts with a highly practical focus on real-world applications for todays business environment. The new edition of this popular pioneering text incorporates the latest cutting-edge research and current business practices including extensive coverage of emotion in consumer decision making. In addition the Fifth Edition includes an increased emphasis on public policy and ethical issues--both extremely timely topics in todays corporate climate. With even more real-world examples and application exercises including new cases at the end of each chapter CONSUMER BEHAVIOR provides a thorough yet engaging and enjoyable guide to this essential subject enabling students and professionals alike to master the skills they need to succeed.