Emotion and Reason in Consumer Behavior

Emotion and Reason in Consumer Behavior on ScienceDirect(Opens new window)

Published: JAN-2006
ISBN 10: 0-7506-7976-X
ISBN 13: 978-0-7506-7976-3
Imprint: BUTTERWORTH HEINEMANN


By
Arjun Chaudhuri, Professor and Chair of Marketing Department, Fairfield University, Fairfield, CT

Description
Emotion and Reason in Consumer Behavior provides new insights into the effects that emotion and rational thought have on marketing outcomes. It uses sound academic research at a level students and professionals can understand.

Audience:
Graduate and advanced undergraduate students in consumer behavior courses; academics specializing in consumer behavior


 
Last update: 12 Apr 2012