"The APA Handbook of Consumer Psychology presents a comprehensive survey of the field, including historical reviews and … reference that captures up-to-date content on consumer psychology, with insights offered by an outstanding roster of … contributors. Broad coverage areas include perspectives on consumer psychology, consumer characteristics and contexts, use of …

, and specifically demonstrates its value to marketing. He shares the latest research on the motivations behind consumers …, services and brands to explain why people buy them. He shows how to apply this knowledge in day to day marketing to great … pragmatic framework and guidelines for day to day marketing practice on how to employ this knowledge for more effective brand …