Handbook of research methods in consumer psychology

What impact can various research methods have on consumer psychology?

How can they help us understand the workings of the consumer mind? And how can the field of consumer psychology best utilise these methods?

Here, leading consumer psychologists summarise key aspects of the research process and explain how different methods enrich understanding of how consumers process information to form judgements and opinions and to make consumption-related decisions.

Kardes, Herr and Schwarz provide an in-depth analysis of the scientific research methods needed to understand consumption-related judgements and decisions.