This concise introduction presents a rigorous analysis of consumer choice from the perspective of consumer behavior analysis. Gordon Foxall provides a deeper understanding of what consumers actually buy and the nature of the utility that shapes and maintains patterns of consumption.

Key features include:

• a revolutionary new approach to understanding consumer behavior
• a novel synthesis of behavioral psychology, behavioral economics, and marketing science
• a new model of consumer choice, the Behavioral Perspective Model, that is comprehensively supported by empirical research
• addresses more extreme behaviors such as compulsive purchasing and addiction.

Unique and authoritative, this work will prove a valuable resource for students and scholars of consumer behavior and marketing, social and behavioral science, micro-economics, economic psychology and behavioral economics. Marketing managers will also be interested in its approach to consumer research, with its innovative consequences for marketing management.