Beschreibung:
This book presents a structured approach to consumer research , showing how a simple framework that embodies the rewards and costs associated with consumer choice can be used to interpret a wide range of consumer behaviours.
List of Figures. List of Tables. List of Boxes. 1. Overview of the BPM. 2. The Story So Far. 3. Ways of Wondering. 4. The Meaning of Consumer Behavior. 5. A Model of Interpretation. 6. Interpreting Consumer Choice. 7. The Nature of the Interpretation. Afterword. References. Index.