Key Features Provides new insights on an emerging topic Uses sound academic research at a level students can understand Explores satisfaction as an influence in marketing Description Emotion and Reason in Consumer Behavior provides new insights into the effects that emotion and rational thought have on marketing outcomes. It uses sound academic research at a level students and professionals can understand. Readership Graduate and advanced undergraduate students in consumer behavior courses; academics specializing in consumer behavior Quotes "Arjun Chaudhuri offers a thorough review of the important role of emotions in his book entitled 'Emotion and Reason in Consumer Behavior'. The text describes the complex interface between emotion, reason, and subsequent consumer behavior, including the relationship of emotion and reason with other important concepts like involvement, learning, perceived risk, and trust. The Chaudhuri text also offers a complete review of the theoretical underpinnings of emotion, as well as insights regarding measurement. As such, the text provides considerable guidance for academics teaching consumer behavior and/or interested in research areas in which emotional effects are prevalent." -- Dr. Bill Bearden, Bank of America Chair In Marketing, Moore School of Business, University of South Carolina "Based on his own extensive research backed by scholarly reviews of the relevant literature, my friend Arjun Chaudhuri has put together an excellent introduction to the topic of how reasons and emotions combine to shape the consumption experience by influencing the analytic, hedonic, social, moral, and even reptilian aspects of the human condition in the marketplace. All serious students and practitioners of marketing will find something of interest and relevance in this insightful book's carefully-conceived empirically-grounded account of consumer behavior." -- Dr. Morris B. Holbrook, Dillard Professor of Marketing, Graduate School of Business, Columb