Overview

Consumer Behavior presents a new approach to teaching consumer behaviour; Phillips moves beyond traditional psychological learning to acknowledge more holistic perspectives of consumer behaviour and incorporate new areas of research, such as Consumer Culture Theory. The latest behavioral, psychological and sociological approaches are presented alongside emerging techniques, such as neuromarketing, with their application to marketing explicitly drawn out. Theory is set in context for students through extensive use of US and international examples and extended cases.

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9780190857165

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Diane Phillips is a Professor in the Marketing Department at Saint Joseph's University since 2003. She has Ph.D. in Marketing from Pennsylvania State University and an M.S. in Marketing from Texas A&M. She serves on the editorial board of several journals and associations including Psychology & Marketing and the Association for Consumer Research.

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