CB 2012
CONSUMER BEHAVIOR
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
ISBN:
978-0-979-1336-3-3
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SYNOPSIS
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.
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