You have so much new ground to till as a business owner that sometimes, you may feel like you'll never find a shovel big enough. Then comes the day when a member of your marketing team says that he ...

Marketers yearn to be able to read their consumers’ minds. If we could only understand what our consumers are thinking and feeling as they think and feel it, we could create more effective ...

When you reach for a bag of snack food you weren't planning to buy, a variety of factors enter into your purchasing decision. You may feel a rumbling in your stomach or you may have had a recent ...

Consumer behavior—or how people buy and use goods and services—is a rich field of psychological research, particularly for companies trying to sell products to as many potential customers as possible.

As a consumer behavior professor, I’m a zealous believer that every professional (and aspiring professional), regardless of career track or concentration, should study consumer behavior. Not yet a ...