Buyer Attitudes and Brand Choice Behavior

Consumer Behavior fills a major gap in marketing investigation by provoding a coherent discussion and interpretation of the modern theories of consumer. behavior. While the theories of modern economics discussed here have evolved since 1955, their basic literature has remained until now either unpublished or so technical as to be almost unreadable. This volume builds on the contributions of J. V. Yance and A.A, Kuehn to explain a variety of behavior not accounted for by traditional economic theory. Professor Haines shows why a new theory of consumer behavior is needed, develops the theory, describes how to apply data to it, and discusses some of the theory's implications as well.