East, Robert

Robert East is professor of consumer behaviour in the marketing department of Kingston Business School, London. He trained as a social psychologist and is a postgraduate of London Business School. His research has mainly focused on word-of-mouth patterns, where his new evidence has shown that some widely-held beliefs are mistaken. As a teacher of consumer behaviour, he has been keen to deliver knowledge that is useful to students while not over-simplifying the subject. This book reflects both his iconoclastic research and his commitment to a curriculum that is both intellectual and useful.