Emotion and Reason in Consumer Behavior

1st Edition

Authors: Arjun Chaudhuri
Hardcover ISBN: 9780750679763
Imprint: Butterworth-Heinemann
Published Date: 9th January 2006
Page Count: 184


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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.

Key Features

  • Provides new insights on an emerging topic
  • Uses sound academic research at a level students can understand
  • Explores satisfaction as an influence in marketing


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

Table of Contents

Table of Contents: Chapter One: Introduction; Chapter Two: Emotion and Reason; Chapter Three: Attitude Formation; Chapter Four: Involvement; Chapter Five: Theories of Learning; Chapter Six: Personality and the Self; Chapter Seven: Risk; Chapter Eight: Trust and Commitment; Chapter Nine: Value.


No. of pages:
© Butterworth-Heinemann 2006
Hardcover ISBN:

About the Author

Arjun Chaudhuri

Dr. Chaudhuri has been studying the role of emotional communication in advertising and marketing and the relationships between psychological responses and marketing phenomena, for more than a decade. In April 2001, he reached a pinnacle in his field when he co-authored an article published in the Journal of Marketing, a leading, peer-reviewed publication with a circulation of more than 20,000. Dr. Chaudhuri has written and co-authored a number of other articles, which have been published in several journals, including Human Communication Research, Journal of Business Research, Journal of Advertising Research, Journal of Broadcasting and Electronic Media, Zeitschrift fuer Sozialpsychologie, International Journal of Research in Marketing and others. Dr. Chaudhuri has frequently won best paper awards and nominations at leading conferences.

Affiliations and Expertise

Professor and Chair of Marketing Department, Fairfield University, Fairfield, CT


"Arjun Chaudhuri offers a thorough review of the important role of emotions in his book entitled 'Emotion and Reason in Consumer Behavior'. The text describes the complex interface between emotion, reason, and subsequent consumer behavior, including the relationship of emotion and reason with other important concepts like involvement, learning, perceived risk, and trust. The Chaudhuri text also offers a complete review of the theoretical underpinnings of emotion, as well as insights regarding measurement. As such, the text provides considerable guidance for academics teaching consumer behavior and/or interested in research areas in which emotional effects are prevalent." -- Dr. Bill Bearden, Bank of America Chair In Marketing, Moore School of Business, University of South Carolina "Based on his own extensive research backed by scholarly reviews of the relevant literature, my friend Arjun Chaudhuri has put together an excellent introduction to the topic of how reasons and emotions combine to shape the consumption experience by influencing the analytic, hedonic, social, moral, and even reptilian aspects of the human condition in the marketplace. All serious students and practitioners of marketing will find something of interest and relevance in this insightful book's carefully-conceived empirically-grounded account of consumer behavior." -- Dr. Morris B. Holbrook, Dillard Professor of Marketing, Graduate School of Business, Columbia University "In Addressing Emotion and Reason in Consumer Behavior, Arjun Chaudhuri hits the "sweet spot" balancing theoretical and practical research. It serves the needs of the academic by synthesizing various theories into a coherent body. Equally, or perhaps more importantly, it provokes the practitioner to a deeper understanding of the processes involved in consumer marketing. Marketers need to read this book." -- Philip Herr, Senior Vice Pres