The key to marketing is understanding and satisfying consumer needs, thus a knowledge of consumer behavior is essential to any organization dealing with customers, users, or clients. This book promises to be a contemporary classic. It brings together an international set of scholars, many of whom are -household names, - to examine the diverse approaches to consumer behavior topics.

The editors employ a micro to macro structure, dividing each topic into three parts: one reflecting foundational work, one focused on emerging trends, and one covering practical applications....