What impact can various research methods have on consumer psychology? How can they help us understand the workings of the consumer mind? And how can the field o

Consumer Psychology: Theories and Applications is the first textbook that systematically discusses a wide range of the psychological theories and their applicat

This book provides students with a clear and concise guide to studying undergraduate courses in qualitative consumer research and ethnography. The authors prese

Quantitative consumer research has long been the backbone of consumer psychology producing insights with peerless validity and reliability. This new book addres

In recent years, all types of businesses have increasingly focused on the importance of the relationship with the customer. Customer knowledge management has be