Explores the dynamic field of consumer behavior, examining how individuals, groups, and cultures influence purchasing decisions.

Provides a comprehensive overview of consumer psychology, delving into motivation, perception, learning, and attitude formation.

Analyzes the impact of social influences on consumer choices, including family, friends, social class, and culture.

Examines the consumer decision-making process, from problem recognition to post-purchase evaluation.

Offers insights and strategies for marketers to effectively reach and engage with their target audiences.