The why of Consumption

The why of Consumption

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This book brings together an international collection of authors from a variety of disciplines who offer new and critical perspectives, summarize key findings and provide important theoretical frameworks to guide the reader through the 'why?' of consumption. The book answers questions such as: What is the nature of motives, goals, and desires that prompt consumption behaviours? Why do consumers buy and consume particular products, brands and services from the multitude of alternatives afforded by their environments? How do consumers think and feel about their cravings? Unique in focus and with multifaceted approach which anyone interested in consumption and consumer research will find fascinating, this topical book provides an excellent overview of current research, and imparts key insights to illuminate the subject for both academics and practitioners alike.Mary Frances Luce is an Associate Professor of Marketing at the University of Pennsylvaniaa#39;s Wharton School. She earned a PhD degree from Duke University in 1994, and her chapter co-authors were her dissertation advisors. Her primaryanbsp;...

Title:The why of Consumption
Author:S. Ratneshwar, David Glen Mick, Cynthia Huffman
Publisher:Psychology Press - 2003


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