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Faith Popcorn has been called "America's most highly regarded trends forecaster" ( Newsday ). She first identified the concepts of Cocooning, Female Think and Icon Toppling; predicted the fall of New Coke; and has helped create and market many of…

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Desmistificando antigas teorias de marketing sobre o comportamento do consumidor, este livro traz uma visão completamente inovadora para a área: o estudo e a influência da biologia, fisiologia e anatomia no consumo. Questiona as teorias econômicas sob o ponto de…

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Consumer Behaviour is the first truly European consumer behaviour textbook, placing the subject clearly within its economic, psychological, sociological and historical context. The authors provide greater insight for readers by examining both the determinants and…

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As redes sociais é esse novo mundo a desbravar e encontrar as suas riquezas. O mais importante é que devemos ver as redes sociais não como mais um canal de contato, mas como transformar o consumidor 2.0 num canal de contato. Esse mesmo…

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Holbrook insiste sur la différence entre la recherche marketing d’une part et la recherche sur le consommateur d’autre part. Les travaux de recherche sur le consommateur se sont toujours appuyés sur des emprunts interdisciplinaires assez éclectiques. Cette…
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Depois de passar anos caindo na lábia de vendedores, arrecadadores de doações e operadores de telemarketing, o psicólogo Robert B. Cialdini resolveu se dedicar ao estudo da persuasão. Ele queria entender quais são os fatores que levam uma pessoa a dizer “sim” a…

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As the Reagan administration began, Nancy Reagan chose new china for the White House-at a cost of $209,508. The pattern for the decade was struck. As the Reagans made wealth seem glamorous, what followed was a culture dominated by a belief in the "magic of the…
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Belk est aujourd’hui l’un des plus productifs et influents chercheurs au monde. Malgré sa production gigantesque, et même si Belk dit ne pas avoir une vision pragmatique dans la recherche, il est aisé d’identifier des axes forts dans ses publications, qui seront…

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Plasebovaikutuksen merkitys ja teho kuluttajamarkkinoinnissa. Kuluttajien ostopäätöksistä valtaosa ei perustu rationaalisiin kustannus/hyöty-analyyseihin. Kuluttajat ostavat tunnesyistä, mutta selittävät hankintoja…

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This volume provides the fundamentals needed to understand the various explanatory systems and methodologies used in the behavior sciences and to evaluate their findings, in particular the literature and findings on buyer behavior. In clear prose, the author…

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Advocates of consumer safety regulation, an active and controversial area of public policy in the United States, contend that markets do not adequately protect the interests of vulnerable consumers; market traditionalists respond that public agencies increasingly…