Consumer Behavior in Action is a down-to-earth, highly engaging, and thorough introduction to consumer behavior. It goes further than other consumer behavior te

This text takes a strategic approach to consumer behavior; that is, once you know how consumers behave and react, what do you do about it? New to this edition i

Electronic Inspection Copy available for instructors here Why do you choose the things you buy – such as this textbook, a smartphone or an item of clothing? H

Consumer Behaviour in Sport and Events emphasises the role of consumer behaviour in sport marketing. Given the social, economic, and environmental benefits of s

Tailored for upper-level undergraduate and MBA students, Assael's Consumer Behavior applies behavioral concepts to market strategy (domestic and international)