1st Edition

Emotion and Reason in Consumer Behavior

By Arjun Chaudhuri Copyright 2006

    Emotion and Reason in Consumer Behavior provides new insights into the effects that emotion and rational thought have on marketing outcomes. It uses sound academic research at a level students and professionals can understand.

    Table of Contents: Chapter One: Introduction; Chapter Two: Emotion and Reason; Chapter Three: Attitude Formation; Chapter Four: Involvement; Chapter Five: Theories of Learning; Chapter Six: Personality and the Self; Chapter Seven: Risk; Chapter Eight: Trust and Commitment; Chapter Nine: Value.

    Biography

    Arjun Chaudhuri