This book is an honor to the many important contributions of
Herbert Krugman, past president of APA, The Division of Consumer
Psychology and The Association for Public Opinions Research. This
reader contains his selected works in Consumer Behavior and
Advertising which combine insights from Cognitive Psychology,
Social Psychology and Survey Methodology. William Wells, University
of Minnesota, has provided the foreword and section overviews for
the book which will help it appeal to all academics and students of
consumer research.
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