Why People Buy
Description
Although consumers have a strong vision of "the good life," they wrestle with the problem of how best to express that vision in material terms through what they want to buy. How do consumers choose the brands they buy? What circumstances lead consumers to make their purchases--habit, weighing the pros versus the cons, pure liking or simple whim? Why People Buy provides an original approach to understanding and studying the consumer--it details a way of identifying the goals, wants, beliefs and choices currently motivating consumers. O'Shaughnessy discusses many situations ...
ISBN(s)
0195040864, 9780195040869
