Acknowledgments

1. To Ayn Rand, for bringing out the nonconformist in me.
   
   
2. To Jag Sheth, who introduced me to the wonderful world of book writing.
   
   
3. To authors of all CB textbooks— Henry Assael, Eric Arnould , Roger Best, Roger Blackwell, Margaret Craig-Lees, Jim Engle, Del Hawkins, Wayne Hoyer, Leslie Kanuk, Jay Lindquist, Debbie MacInnis, Paul Miniard, John Mowen, Jerry Olsen, J. Paul Peter, Linda Price, Leon Schiffman, Joseph Sirgy, Michael Solomon, Aron O’cass, David Bednall, Robert Widing, among others, who blazed the path I now follow. It is to their works I owe my fascination with the idea of writing a CB textbook.
   
   
4. To all CB Scholars and researchers—from Aron Ahuvia to George Zinkhan and everyone in between, whose labors and insights have produced the body of knowledge this book ventures to paraphrase and explain. I am a mere messenger—the utility as well as the joy of the book is entirely due to their contributions to our discipline’s literature.
   
   
5. To the Honorable Dr. A.P.J. Abdul Kalam, Dr. J.K. Satia, Dr. Jerry Zaltman, Dr. C.W. Park, and Dr. Jagdish N. Sheth, (in chronological order), of whose mentorship I once had the occasion to partake but was too dumb to fully value.
   
   
6. To Arch Woodside, Morris Holbrook, Sharon Beatty, and Priya Raghubir, who so graciously accepted my invitation to be a part of this book.
   
   
7. To CB educators at various schools (University of Washington, University of Iowa, Colorado State University, University of New Hampshire, San Diego State University, Ball State University, University of Memphis, Washington State University, University of Central Florida, among others), whose professional reviews of the manuscript improved it exponentially, and whose enthusiasm for its distinctions sustained my resolve to bring it to fruition.
   
   
8. To Arch Woodside, who has been a friend and guide all these years, through my faults and all. Without his moral support, this book wouldn’t have seen the light of the day.
   
   
9. To Michael Carrell and Matt Shank, who patiently endured my less-than-full presence in the college hallways and gave full support to what turned out to be a marathon project.
   
   
10. To my wonderful support team: copy editing (Dr. Roxanne Kent-Drury, Maria Nicole Taneglio, and Liz Young), graphic Art (Beth Fortnere, Martha Rowe, and Aanal Mehta), book design and composition (Aanal Mehta and Jesse Armstrong), and general content advice—from a reader’s point-of-view (Ishi Puri and Brian Russo).
    
    
11. To professional colleagues who contributed to the book’s Resource materials: Dr Charlene Bebko, Dr. Dipayan Biswas, Dr. Michael Coolsen, Dr. Mary Dato-Conway, Dr. Alan Dick, Dr Laura A. Flurry, Dr. Ron Lennon, Dr. Kenneth B. Lord, Dr. Elena Millan, Dr. Lars Perner, Dr.Denver D’Rozario, Dr. Doris Shaw, Dr. Ron Taylor, Dr. Mary Wolfinbarger. Their contribution will go a long way in enhancing the book’s utility for instructional ends.
    
    
12. To professional colleagues everywhere, who, over the years (and despite my hibernation), have supported my modest academic—knowledge building and knowledge disseminating—writings, always with a conscientious eye for the intrinsic content. It is to their collective goodwill that I owe the desire and drive to offer this book.
    
    
13. To friends and family, who, over the last five years, would have liked to see more of me (as well as those, less).
    
    
14. For all defects and shortcomings, covert or overt, I alone am to blame, For any and all such merit in the content as you, dear reader, may discern, I am deeply indebted to the 100 per cent support—beyond self interest and above prejudice—of these wonderful individuals.