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

Why do consumers buy particular products, brands and services? How do they think and feel about their cravings? This book provides provocative answers to all these questions. The book is unique in its focus and its multifaceted approach. Anyone interested in consumption and consumer behaviour and research will find fascinating and important insights to illuminate the subject.
Formerly only available in Hardback.