Consumer Behavior: Concepts and Applications

With a back ground of psychology I found this book very interesting. Two years back i was supervising two of my M.Phil students for their thesis on "Life style inventory" and "reference group influencs". During that process i got hold of this book and found it very use full. I think this is very comprehensive book for my M.Sc.Psychology students also who are intending to specialize in organiztional psy. and offering a course of consumer psy. and research in marketing.