European Perspectives on Consumer Behaviour

Presents a selection of seminal contributions by European scholars on the subject of consumer behaviour and reflects the richness and variety of consumer research currently going on around the European continent.

With titles such as, "The Changing Consumer in the European Union," "How Consumers Trade Off Behavioral Costs and Benefits," and "Marketing Universals: Consumers' Use of Brand Name, Price, Physical Appearance, and Retailer Reputations as Signals of Product Quality," this book offers a unique collection of forty of the most well-known and influential European consumer behavior papers from the last twenty years. Covers the four key areas of the foundations of consu mer behavior, individual processes, social influences, and alternative approaches. For professionals in the fields of marketing, sales, and market research.