Any career is marked by luck, both good and bad, as well as by hard work interspersed by times of uncertainty, fits and starts, and learning from one's mistakes and successes. But beyond these outcomes and actions, I owe an enormous debt to people who have shaped me and made life the challenging...

Chapter 1. Introduction: Foundations of consumer behavior -- Chapter 2. Consumer behavior fundamentals: Attitudes, product attributes, and expectancy value reactions -- Chapter 3. Consumers are emotional, too: the role of emotions in consumer behavior -- Chapter 4: Worldviews: Mindsets and...