Consumer behaviour: perspectives, findings and explanations

Includes index.

This text explains the importance of understanding how perspectives such as ethnopsychology psychoanalysis and sociology, construct and organize radically different understandings of the consumer. This book provides a "view from manywheres" approach to consumer behavior. It is a welcome change from more mainstream approaches highlighting a range of new, established and developed areas, many of which are often overlooked. The text will provide students with an invaluable source of information on this complex and multifaceted area. This is a text that challenges conventional approaches while illuminating murky areas of our discipline. As a departure from the traditional topic-by-topic structure, the author proceeds according to a discipline-by-discipline framework that embraces a pluralistic perspectivism, that challenges mainstream thinking, that clarifies difficult concepts, and that illuminates every corner into which he shines the light of his broadly ranging and penetratingly deep scholarship.