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The psychology of consumer behavior

Author: Brian Mullen; Craig Johnson
Publisher: Hillsdale, N.J. : L. Erlbaum, 1990.
Edition/Format:   Print book : EnglishView all editions and formats
Database:WorldCat
Summary:
After years of study in the area of consumer behavior, Mullen and Johnson bring together a broad survey of small answers to a big question: "Why do consumers do what they do?" This book provides an expansive, accessible presentation of current psychological theory and research as it illuminates fundamental issues regarding the psychology of consumer behavior. The authors hypothesize that an improved understanding of  Read more...
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Material Type: Internet resource
Document Type: Book, Internet Resource
All Authors / Contributors: Brian Mullen; Craig Johnson
ISBN: 0898598575 9780898598575
OCLC Number: 16093075
Description: xii, 217 pages : illustrations ; 26 cm
Contents: Contents: Preface. Introduction. Perception. Cognition and Memory. Cognition and Persuasion. Learning. Emotion. Motivation. Intention and Behavior. Behavioral Feedback and Product Life Cycle. The Social Context. The Cultural Context. Sales Interactions. Applications to Nonprofit Settings.
Responsibility: Brian Mullen, Craig Johnson.
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Abstract:

The authors bring together a broad survey of small answers to a big question: "Why do consumers do what they do?". They present current psychological theory and research as it illuminates fundamental  Read more...

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