Consumer Behavior and Advertising Involvement

" I think the compilation of Krugman’s work is great. Where can I buy one right now?? The breadth of his topics is wonderful, touching on many important persuasion topics in Consumer Behavior, media and advertising. His work spans almost four decades, going back to the post war days and propaganda and forward to the media and advertising studies in the 70s and 80s. I would think this would be a great reference book on a number of persuasion topics with excellent cross referencing possibilities. I don’t think the consumer scientists of today are aware of the breadth of his contribution to this body of knowledge." -David Schumann, University of Tennesee

"Herbert Krugman had the enduring belief that social science research methods, including physiological responses measured in the laboratory, predict important behavior in the outside world. Another is an underlying assumption that academic social science theories, especially theories from academic psychology, provide useful guidance to managers who govern day to day events. The chapters in this book report efforts to apply social science theories and methods in studies of consumer preferences?"-William D. Wells, University of Minnesota

"Graduate students, new and established practitioners, and contemporary researchers will benefit from an examination of how Herbert Krugman addresses fundamental issues associated with understanding, predicting, and influencing consumer behavior" - Curtis P. Haugtvedt, The Ohio State University