Emotion and reason in consumer behavior
Arjun Chaudhuri · 2006
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About the book
"Emotion and Reason in Consumer Behavior strives to understand and describe some of the emotional and rational reasons for consumers' choices of products and their processing of commercial messages. Chaudhuri also shows some of the effects these motivational forces have on marketing outcomes such as brand loyalty, market share, and higher price margins. All of the chapters feature a theoretical section with a research results section at the end, and the book utilizes sound academic research at a level that both students and professionals can comprehend."--Jacket.
Book details
- Year
- 2006
- Language
- English
- Publisher
- Taylor & Francis Group
- Editions
- 7
- Pages
- 184
- ISBN
- 9781136406874
Data source: Wikidata
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