Emotion and Reason in Consumer Behavior

Emotion and Reason in Consumer Behavior provides new insights into the effects that emotion and rational thought have on marketing outcomes. It uses sound academic research at a level students and professionals can understand.

Arjun Chaudhuri

Chapter 1 Introduction; Chapter 2 Emotion and Reason; Chapter 3 Attitude Formation; Chapter 4; Chapter 5; Chapter 6 Personality and the Self; Chapter 7 Risk; Chapter 8 Trust and Commitment; Chapter 9 Value;