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Understanding the Consumer

A European Perspective

This translation of a prize-winning text examines the essentials of consumer behaviour from a European perspective. It features clearly formulated learning objectives and keywords at the beginning of each chapter.

This translation of a prize-winning text examines the essentials of consumer behaviour from a European perspective. It features clearly formulated learning objectives and keywords at the beginning of each chapter.

Understanding the Consumer

A Psychological Approach

Understanding the Consumer is a core text for students of consumer or buyer behaviour. It looks at the subject from a psychological perspective and psychological themes that cross different areas are highlighted - such as personality patterns and lifestyle effects on shopping behaviour.

Understanding the Consumer is a core text for students of consumer or buyer behaviour.