Uniquely practical in its approach, this book is vital reading for advanced undergraduate and postgraduate students of marketing research, consumer behaviour and consumer psychology.
There is a great need for more critical marketing studies and this book brings together a thorough review of what has been done thus far. Inspiration abounds in these chapters and they will open the imagination and conscience to new problems that cry out for critical attention.
Russell Belk, York University Distinguished Research Professor and Kraft Foods Canada Chair of Marketing
