Emotion and Reason in Consumer Behavior

Emotion and Reason in Consumer Behavior provides new insights into the effects that emotion and rational thought have on marketing outcomes. It uses sound academic research at a level students and professionals can understand. * Provides new insights on an emerging topic * Uses sound academic research at a level students can understand * Explores satisfaction as an influence in marketing

Arjun Chaudhuri

Table of Contents: Chapter One: Introduction; Chapter Two: Emotion and Reason; Chapter Three: Attitude Formation; Chapter Four: Involvement; Chapter Five: Theories of Learning; Chapter Six: Personality and the Self; Chapter Seven: Risk; Chapter Eight: Trust and Commitment; Chapter Nine: Value.