Perspectives in consumer behavior

by Harold H. Kassarjian

"This book is designed to present an overall view of some of the basic perspectives on consumer behavior, a topic now emerging as a distinct area of study within the field of marketing. A conceptual framework for this overview is presented in Chapter 2 and elaborated in each text chapter. The selections of the book, drawing from economics, marketing, psychology, sociology, and anthropology, are presented in relation to that framework."--Preface.