Editors: Curtis P. Haugtvedt; Paul M. Herr; Frank R. Kardes

This Handbook contains a unique collection of chapters written by the world's leading researchers in the dynamic field
of consumer psychology. Although these researchers are housed in different academic departments (ie. marketing,
psychology, advertising, communications) all have the common goal of attaining a better scientific understanding of
cognitive, affective, and behavioral responses to products and services, the marketing of these products and services,
and societal and ethical concerns associated with marketing processes. Consumer psychology is a discipline at the
interface of marketing, advertising and psychology. The research in this area focuses on fundamental psychological
processes as well as on issues associated with the use of theoretical principles in applied contexts.

The Handbook presents state-of-the-art research as well as providing a place for authors to put forward suggestions
for future research and practice. The Handbook is most appropriate for graduate level courses in marketing, psychology,
communications, consumer behavior and advertising.

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