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NEW: Consumer Insights for Marketers
and Academics

What are the enduring insights about consumer judgments and behavior? Leading scholars in the consumer research field offer the latest findings on 42 topics in Consumer Insights: Findings from Behavioral Research.

Edited by University of Florida professor Joseph Alba, the book addresses a broad range of consumer phenomena, from variety seeking and brand recall to price biases and the effects of package size on consumption. Each of 42 entries offers a concise discussion of a managerially important insight, its evidence base, implications for practice, and selected references.   Table of Contents   Sample
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A field guide to the fascinating territory of consumer behavior research. Consumer Insights provides the current consensus on important behavioral questions, the evidence base of those findings, and an indication of where to go for details. It is a resource that marketers and market research professionals will want to keep close at hand.
—Scott McDonald, Senior VP, Market Research, Condé Nast Publications, Inc.

The body of research on consumer behavior is huge and it is difficult for managers to separate fact from fiction. This book brings together a wealth of consumer insights, in an easily readable format, with compelling managerial implications. It is a “must read” for managers in B2C companies, consultants, and marketing academics. 
—Jan-Benedict E.M. Steenkamp, C. Knox Massey Distinguished Professor of Marketing and Marketing Area Chair, University of North Carolina, Chapel Hill.