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The Why of Consumption: Contemporary Perspectives on Consumer Motives, Goals and Desires (Routledge Interpretive Marketing Research) [Hardcover]

by Cynthia Huffman, David Glen Mick, S. Ratneshwar
5.0 out of 5 stars  See all reviews (2 customer reviews)

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Book Description

January 10, 2001 0415220955 978-0415220958 1

This book brings together an international collection of authors from a variety of disciplines who offer new and critical perspectives, summarize key findings and provide important theoretical frameworks to guide the reader through the ‘why?’ of consumption. The book answers questions such as:

  • What is the nature of motives, goals, and desires that prompt consumption behaviours? 
  • Why do consumers buy and consume particular products, brands and services from the multitude of alternatives afforded by their environments? 
  • How do consumers think and feel about their cravings?

Unique in focus and with multifaceted approach which anyone interested in consumption and consumer research will find fascinating, this topical book provides an excellent overview of current research, and imparts key insights to illuminate the subject for both academics and practitioners alike.

Editorial Reviews


...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 of 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 [Past Editor of the Journal of Consumer Research and Past President of the Association for Consumer Research.

About the Author

S. Ratneshwar is Associate Professor of Marketing ans Ackerman Scholar at the University of Connecticut. He is also the Director of the Doctoral Program in Business Administration at the University of Connecticut.

Product Details

  • Series: Routledge Interpretive Marketing Research
  • Hardcover: 352 pages
  • Publisher: Routledge; 1 edition (January 10, 2001)
  • Language: English
  • ISBN-10: 0415220955
  • ISBN-13: 978-0415220958
  • Product Dimensions: 9.2 x 6.1 x 0.8 inches
  • Shipping Weight: 1.2 pounds (View shipping rates and policies)
  • Average Customer Review: 5.0 out of 5 stars  See all reviews (2 customer reviews)
  • Amazon Best Sellers Rank: #4,712,236 in Books (See Top 100 in Books)

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3 of 3 people found the following review helpful
5.0 out of 5 stars Great Scholars -- Timely Topic January 3, 2001
This book pulls together to top scholars in the area of goals and decision making. The lead chapter by the authors really nails down the breadth and the depth of the field. In doing so it helps show why consumers aren't necessarily acting inconsistently when their behavior varies across occasions.
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3 of 4 people found the following review helpful
5.0 out of 5 stars Top-notch Researchers on a Timely Topic January 2, 2001
This is a timely topic, and it's tackled by a team of top-notch researchers. One of the first chapters (on goal structures) is a classic in that it really helps in understanding why consumers appear to be inconsistent, but are actually consistent in much that we do.
Many people have written many things on this topic. This book summarizes much of the best thinking in a credible, condensed, interesting manner.
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