Research in Consumer Behavior

Presents consumer research across both positivist and interpretivist methods. This title deals with such topics as: organic food consumption, luxury goods consumption by Chinese consumers, country of manufacture effects on product quality perceptions, and the nature and effects of cool consumption.

The Attitude–Behavior Gap Because a key purpose of our study is to uncover
strategies that will best match marketing efforts to individual segments, it is
important to address the potential for attitude–behavior gaps. The relationship
between ...