Interpretive consumer research usually proceeds with a minimum of structure and preconceptions....

Book Description This book examines two broad perspectives on consumer behavior, that which emphasizes its inner causes such as attitudes and intentions, and that which emphasizes the situational influences that shape it....

The 2nd edition of this successful textbook continues to offer a sophisticated treatment of consumer psychology which is directly related to the concerns of marketing management, especially in terms of market segmentation, product positioning and new product development....