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9780415220958

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... a treasure trove of novel ideas about what makes consumers tick. Researchers from virtually every corner of the consumer behavior field have contributed a remarkably integrated and consistently high quality set of chapters. The hallmark of this work is that it includes unquestioned leaders in the field contributing new ideas, new theories, and new methods.<br>Richard J. Lutz J.C. Penney Professor of Marketing University of Florida [Past Editor of the Journal of Consumer Research and Past President of the Association for Consumer Research. <br>

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S. Ratneshwar is Associate Professor of Marketing ans Ackerman Scholar at the University of Connecticut. He is also the Director of the Doctoral Program in Business Administration at the University of Connecticut.

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