Consumer Behavior I

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This landmark work contains classic and contemporary writings, including the most widely cited and influential papers that examine consumer behaviour as a field of study. The first volume addresses the question: 'how do we study consumers?' and provides the theoretical and historical context for the debates about consumer behaviour research captured in the following volumes. The second volume examines consumer decision-making, and the third volume examines consumer socialization, concentrating particularly on studies of childhood, children and family consumer behaviour.