Consumer Behavior and Managerial Decision Making

Scientific, sophisticated, yet readable. Kardes approaches the subject of consumer behavior by using a rigorous scientific orientation, and presents his material in three overlapping sections: basic concepts, persuasion, and managerial decision making. Thus, the text discusses the principles and scientific investigation of consumer behavior and demonstrates how companies and organizations use them strategically every day.

Frank R. Kardes is a Professor of Marketing at the University of Cincinnati and a former faculty member of the Sloan School of Management at MIT. His research focuses on a wide range of topics in consumer psychology and product management&151;including consumer judgment and inference processes, persuasion and advertising, the pioneering brand advantage, and judgment based on limited evidence. His research has appeared in many leading scientific journals, and he is frequently invited to present his research at leading universities throughout the world (including Wharton, INSEAD, Hong Kong University of Science and Technology, and the London Business School). He serves on the editorial boards of the Journal of Consumer Research, Journal of Consumer Psychology, International Journal of Research in Marketing, International Quarterly Journal of Marketing, and Marketing Letters. Dr. Kardes is a former Co-Editor of the Journal of Consumer Psychology, and Advances in Consumer Research, and is currently an Associate Editor of the Journal of Consumer Research. Dr. Kardes is a former President of the Society for Consumer Psychology and is a Fellow of the American Psychological Association, the American Psychological Society, the Society for Consumer Psychology, and the Society for Personality and Social Psychology.