TY  - BOOK
AU  - East, Robert
AU  - Wright, Malcolm
AU  - Vanhuele, Marc
TI  - Consumer behavior
SN  - 9788132103158
U1  - 658.8342 
PY  - 2009///
CY  - New Delhi
PB  - Sage
KW  - Consumer behavior
KW  - Motivation research
KW  - Consumer marketing
N1  - Includes bibliographical references and index
N2  - Written in a focused and accessible form by respected marketing academics, Consumer Behaviour helps readers to develop analytical and evidence-based thinking in marketing and avoid more formulaic approaches that lack the support of research. With a strong focus on the use of research, this book will really appeal to the specific needs of higher-level students.

The book covers important material that is often missing in consumer behaviour texts. For example, whole chapters are devoted to brand loyalty, brand equity, biases in decision-making, word of mouth, the response to price and the effect of advertising. Shorter reviews cover evidence on topics such as loyalty programmes, the response to delay and retail atmospherics. Chapters are quite short and divided into sections. Each chapter contains exercises designed to draw out key ideas and consolidate understanding, and there are suggestions for further reading
ER  -