Overview

Markets We Thought We Knew explores the evolving nature of markets and how they shape—and are shaped by—consumer behavior. From essential life necessities such as water to everyday commodities and products including locally sourced foods, this book covers a variety of topics and invites readers to examine a diverse range of markets through a reflective lens. By revisiting past market dynamics and real-world examples, readers are encouraged to rethink how preferences are formed, how opinions shift over time, and how value is assigned—sometimes in unexpected ways. What insights might you gather from a deeper understanding of local and global markets, markets for water, or even markets for something you may have never considered valuable, such as carbon? Markets We Thought We Knew challenges assumptions and inspires fresh thinking about marketplaces, both near and far.

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9781626712546

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Nicole J. Olynk Widmar is an agricultural economist specializing in farm businesses and consumer decision-making under uncertainty. She serves as a professor and the head of the Department of Agricultural Economics at Purdue University. Michael L. Smith is a research scientist specializing in the human dimensions of resource use, applying cross-disciplinary methods in agricultural economics and the social sciences. He works in Purdue University's Department of Agricultural Economics. Erin Robinson is a communications and marketing professional with experience in agricultural business and academic research environments. As marketing manager for Purdue University's Center for Food and Agricultural Business, she develops marketing strategies, creates content and outreach initiatives, drives brand awareness, and evaluates marketing effectiveness.

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