Interpreting Consumer Choice

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.

Distinguished Research Professor at Cardiff University, Gordon Foxall holds PhDs in industrial economics & business, and in psychology, and a higher doctorate (DSocSc). Author of the critically acclaimed Understanding Consumer Choice and coauthor of the best-selling Consumer Psychology for Marketing , Fellow of the British Psychological Association and the British Academy of Management, he is an Academician of the Academy of Social Science.