Consumer Behavior (3rd edition)

"Welcome to the exciting world of consumers. In this book, you will explore human behavior and how all of us as consumers make product choices that make up the mosaic of our lives. (...)"
Professor Michael Tsiros, Chair of the Department of Marketing, University of Miami, USA

The publishing house Rosili presents the third, fully revised and updated, edition of the book "Consumer Behavior" by authors G. Baltas and P. Papastathopoulou.

"Consumer Behavior" is an  authoritative and comprehensive review of consumer behavior topics, which contributes decisively to understanding consumer behavior. Based on international literature and scientific research, it draws data from marketing, psychology and economics, thus illuminating this complex and interesting aspect of an individual's behavior as an economic agent who evaluates, selects, buys and manages products and services for their own use.

The selection of the material aims at:
√ thoroughly addressing the subject
√ covering the specific needs of readers who are studying or working professionally in marketing and business administration.

The authors have adopted an  applied approach to consumer behavior and its connection to decision-making, while the practical application of consumer behavior theory is analyzed using examples from Greek and international business reality. Worth mentioning is the chapter dedicated to  evolutionary psychology, which is the first and only in Greek consumer behavior literature.