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The psychology of consumer behavior

By: Mullen, Brian, 1955-2006
Title By: Johnson, Craig
Material type: BookPublisher: Newyork : Pschology press, c1990.Description: xii, 217 p. : ill. ; 26 cm.ISBN: 9780898598575; 0898598575Program: MARK936Subject(s): ConsumersDDC classification: 658.8342 MU PS
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 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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Item type Home library Call number Status Date due Barcode Item holds Course reserves
REGULAR University of Wollongong in Dubai
Main Collection 		658.8342 MU PS (Browse shelf) Available T0058075
REGULAR University of Wollongong in Dubai
Main Collection 		658.8342 MU PS (Browse shelf) Available T0053866

MARK936 Winter2022

Total holds: 0

Includes Index.

Includes bibliographical references (p. 182-203) and indexes.

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.

MARK936

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