Emotion and Reason in Consumer Behavior

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