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After years of study in the area of consumer behavior, Mullen and Johnson bring together a broad survey of small answers to a big question: "Why do consumers do

This volume provides coverage of the latest social-psychological research into consumer behavior, including cognitive and affective processes, media influences,

After years of study in the area of consumer behavior, Mullen and Johnson bring together a broad survey of small answers to a big question: "Why do consumers do

How do consumers process information? How do they make choices and decisions? How are decisions translated into actions of consumption? How can marketing influe

Online Consumer Psychology addresses many of the issues created by the Internet and goes beyond the topic of advertising and the Web to include topics such as c