AnyBook4Less.com - ISBN: 0415220955 - Why of Consumption : Contemporary Perspectives on Consumer Motives, Goals and Desires (Routledge Interpretive Market Research Series) by S. Ratneshwar

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Why of Consumption : Contemporary Perspectives on Consumer Motives, Goals and Desires (Routledge Interpretive Market Research Series)

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Title: Why of Consumption : Contemporary Perspectives on Consumer Motives, Goals and Desires (Routledge Interpretive Market Research Series)
by S. Ratneshwar, David Glen Mick, Cynthia Huffman
ISBN: 0-415-22095-5
Publisher: Routledge
Pub. Date: December, 2000
Format: Library Binding
Volumes: 1
List Price(USD): $95.00

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Average Customer Rating: 5 (2 reviews)

Customer Reviews

Rating: 5
Summary: Great Scholars -- Timely Topic
Comment: This book pulls together to top scholars in the area of goals and decision making. The lead chapter by the authors really nails down the breadth and the depth of the field. In doing so it helps show why consumers aren't necessarily acting inconsistently when their behavior varies across occasions.

Rating: 5
Summary: Top-notch Researchers on a Timely Topic
Comment: This is a timely topic, and it's tackled by a team of top-notch researchers. One of the first chapters (on goal structures) is a classic in that it really helps in understanding why consumers appear to be inconsistent, but are actually consistent in much that we do.

Many people have written many things on this topic. This book summarizes much of the best thinking in a credible, condensed, interesting manner.

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