Synopses & Reviews
Synopsis
This landmark work contains classic and contemporary writings, including the most widely cited and influential papers that examine consumer behavior as a field of study. The first volume addresses the question: how do we study consumers? and provides the theoretical and historical context for the debates about consumer behavior research captured in the following volumes. The second volume examines consumer decision-making, and the third volume examines consumer socialization, concentrating particularly on studies of childhood, children and family consumer behavior.