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The book offers a body of knowledge on five topics in psychology—(a) motivation, (b) perception, (c) learning, (d) values, and (e) personality, identity and psychographics, all in the applied context of marketing and consumer behavior. It is designed to serve both as a college course book and as a refresher reading for the marketing professional. The Book’s innovation is three-fold: (a) We simplified the models and theories for easy grasp; (b) We illustrated them with examples both current and historical (whose lessons are perennial); and (c) We made our writing style non-textbookish and storylike. You could almost think of it as your “beach read.” The book is laid out in 264 pages with sparse text and plenty of visuals, 4-colors, on 7.5x9” pages, designed to be easy to read and pleasant to the eye. The ebook pdf opens as a spread.

PSYCH CP/CB—CONSUMER PSYCHOLOGY—A Modernistic Explanation (A Consumer Behavior Exposition)