Consumer Behavior

Focuses on why as well as how consumers make specific decisions and behave in certain ways - what motivates them, what captures their attention, and what retain... » 

Focuses on why as well as how consumers make specific decisions and behave in certain ways - what motivates them, what captures their attention, and what retains their loyalty. This book offers a business approach, designed to help students apply consumer behavior principles to their studies in business and marketing. «