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Attitude, Identity, and Influence

By James R Bettman, Vibrant Publishers
Paperback
$90.00
By James R Bettman, Vibrant Publishers
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Attitude, Identity, and Influence by James R. Bettman offers a compelling look into how internal beliefs and social dynamics shape consumer behavior. This book explores the psychological underpinnings of attitude formation, the role of self-concept in brand choice, and how consumers navigate influence from peers, culture, and media.

Bettman synthesizes research from social psychology and behavioral marketing to explain how identity-driven motives interact with cognitive processing. Topics in...