Ouvrage théorique permettant d'appréhender les attitudes et comportement des consommateurs et examinant comment le marketing peut influencer les processus.

The Social Psychology of Consumer Behavior brings together the most promising and theoretically fruitful research developments by internationally renowned schol

The aim of this volume is to illuminate an area of intense academic and wider interest, bringing together research and practical insights into how theories in s

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

How do consumers process information? How do they make choices and decisions? How are decisions translated into actions of consumption? How can marketing influe