The routledge companion to consumer behavior

Shows a micro to macro structure, dividing each topic into three parts: One reflecting foundational work, one focused on emerging trends, and one covering practical applications. Each part examines the relationship between consumer behaviour and motivation, including well-being, gender, social class, and more, and concludes with practitioner perspectives on the challenges and opportunities that come with understanding customers. Readers will gain insight into how drives that are constantly in flux relate to other aspects of human cognition and behavior, Allowing them to reach customers successfully, and to meet their needs.