Open MentisA good book does not substitute a good teacher. It liberates him/her to immerse the student in subject matter deeper.





CB 2012


Human Pursuit of Happiness in the World of Goods

Jill Avery                Simmons College

Robert Kozinets    York University

Banwari Mittal      N. Kentucky Univ.

Priya Raghubir New York Univ.

Arch Woodside     Boston College




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Welcome to the fascinating world of consumers. In this book, we describe, dissect, and discourse about consumer behavior—human behavior in the world of products. How we make our product and brand choices and then weave them into the tapestry of our lives. And how we consume to sustain and energize our bodies, feed our minds, and construct our identities. This is the study of consumer behavior.