Consumers and Markets: Analyzing Behavioral Shifts and Emerging Challenges

Explaining consumer behavior today appears to be more complex than interpreting the conventional paradigm of perceptions, attitude, and behavior led by the classical cognitive theories. As the marketplace environment is changing rapidly in the twenty-first century following the growth of innovation, technology, market communications, and changing socio-cultural patterns, consumer behavior is largely driven by emotions, peer influence, and perceived values. When a company connects with custo...