000			01403cam a2200241 a 4500
999			_c28699 _d28699
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008			171030b xxu||||| |||| 00| 0 eng d
020			_a9780898598575
020			_a0898598575
040			_aDLC
082	0	0	_a658.8342 MU PS
100	1		_aMullen, Brian _d1955-2006 _98926
245	1	4	_aThe psychology of consumer behavior _cBrian Mullen, Craig Johnson
260			_aNewyork : _bPschology press, _cc1990.
300			_axii, 217 p. : _bill. ; _c26 cm.
500			_aIncludes Index.
504			_aIncludes bibliographical references (p. 182-203) and indexes.
520			_aAfter 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.
526	0		_aMARK936
650		0	_aConsumers _98927
700	1		_aJohnson, Craig _98928
942			_cREGULAR _2ddc