Emotion, Adaptive Decision Making, And Consumer Behavior

In Emotion, Adaptive Decision Making, and Consumer Behavior, James R. Bettman offers a groundbreaking look at the interplay between emotion and decision strategies in shaping consumer actions. Moving beyond rational models, Bettman explores how feelings-both conscious and unconscious-impact attention, memory, and the ultimate choices consumers make.

This book highlights how emotions can trigger shifts in decision tactics, such as when stress leads to simpler, rule-based choices or when posit...