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The Why of Consumption: Contemporary Perspectives on Consumer Motives, Goals and Desires (Routledge Studies in Interpretive Market Researching)
 
 
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The Why of Consumption: Contemporary Perspectives on Consumer Motives, Goals and Desires (Routledge Studies in Interpretive Market Researching) (Hardcover)

by Cynthia Huffman (Editor), David Glen Mick (Editor), S. Ratneshwar (Editor) "Over a half-century ago, Alderson (1957) argued that consumer behavior is best understood as problem-solving behavior ..." (more)
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' A treasure trove of novel ideas about what makes consumers tick. Researchers from virtually every corner of the consumer behavior field have contributed a remarkably integrated and consistently high quality set pf chapters. The hallmark of this work is that it includes unquestioned leaders in the field, contributing new ideas, new theories and new methods.' - Richard J. Lutz, J.C. Penney Professor of Marketing, University of Florida


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Unique in focus and with multifaceted approach, this topical book provides an excellent overview of current research and imparts key insights to illuminate the subject for both academics and practitioners alike.
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Over a half-century ago, Alderson (1957) argued that consumer behavior is best understood as problem-solving behavior. Read the first page
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