Emotion and Reason in Consumer Behavior [Hardcover]

Emotion and Reason in Consumer Behavior provides new insights into the effects that emotion and rational thought have on marketing outcomes. It uses sound academic research at a level students and professionals can understand.Table of Contents: Chapter One: Introduction; Chapter Two: Emotion and Reason; Chapter Three: Attitude Formation; Chapter Four: Involvement; Chapter Five: Theories of Learning; Chapter Six: Personality and the Self; Chapter Seven: Risk; Chapter Eight: Trust and Commitment; Chapter Nine: Value.