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Books > Social sciences > Sociology, social studies > Social issues > Consumer issues
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The Psychology of Consumer Behavior (Hardcover)
Loot Price: R4,567
Discovery Miles 45 670
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The Psychology of Consumer Behavior (Hardcover)
Expected to ship within 12 - 17 working days
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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 consumer behavior could be employed to
more successfully influence consumers' use of products, goods, and
services. At the same time, an improved understanding of consumer
behavior might be used to serve as an advocate for consumers in
their interactions in the marketplace.
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