Authored "Handbook of Consumer Psychology"

Authored "Handbook of Consumer Psychology," this comprehensive book explores how and why people make purchasing decisions. It examines the psychological factors—such as emotions, perceptions, and social influences—that shape consumer behavior. The handbook synthesizes research from various fields to help understand consumer motivations, preferences, and decision-making processes. It's a valuable resource for marketers, researchers, and students interested in the science behind buying habits, offering insights that can improve marketing strategies and deepen understanding of consumer relationships with products and brands.