Consumer Behavior

Understand What Drives Consumer Decisions

Consumer Behavior: Attitude, Intention, and Choice Behavior by Naresh Malhotra delves into the intricate psychological and behavioral factors that shape consumer preferences and decision-making. This volume in the Legend in Marketing series explores how attitudes are formed, how they influence purchase intentions, and ultimately, how consumers make choices.

Drawing from cutting-edge research and real-world applications, this book examines key topics such as brand perception, social influence, decision heuristics, and the role of emotions in purchasing behavior. It also provides insights into how marketers can predict and influence buying decisions through strategic messaging, advertising, and consumer engagement.

Designed for marketing professionals, researchers, and business leaders, this book serves as an invaluable resource for anyone looking to understand the psychology behind customer choices.

Gain deeper insights into consumer attitudes and decision-making-order your copy today