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The Psychology of Consumer Behavior

By: Brian Mullen (Author) , Craig Johnson (Author)

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Ksh 31,200.00

Format: Hardback or Cased Book

ISBN-13: 9780898598575

Publisher: Taylor & Francis Inc

Publication Date: May 1st, 1990

Dimension: 23.40 x 15.60 x 56.60 cms

Category: Consumerism

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The authors bring together a broad survey of small answers to a big question: "Why do consumers do what they do?". They present current psychological theory and research as it illuminates fundamental issues of behaviour, emphasizing how it can be employed to influence consumers.

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