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The Why of Consumption: Contemporary Perspectives on Consumer Motives, Goals and Desires (Routledge Interpretive Marketing Research) Hardcover – January 10, 2001

ISBN-13: 978-0415220958 ISBN-10: 0415220955 Edition: 1st
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Editorial Reviews

Review

...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.
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Product Details

  • Series: Routledge Interpretive Marketing Research
  • Hardcover: 356 pages
  • Publisher: Routledge; 1 edition (January 10, 2001)
  • Language: English
  • ISBN-10: 0415220955
  • ISBN-13: 978-0415220958
  • Product Dimensions: 6.1 x 0.8 x 9.2 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: #7,035,646 in Books (See Top 100 in Books)

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3 of 3 people found the following review helpful By Brian Wansink on January 3, 2001
Format: Hardcover
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 By Brian Wansink on January 2, 2001
Format: Hardcover
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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The Why of Consumption: Contemporary Perspectives on Consumer Motives, Goals and Desires (Routledge Interpretive Marketing Research)
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