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What drives consumers to make purchasing decisions? How do emotions, culture, and external influences shape their behavior? Consumer Behavior by Yoram (Jerry) Wind explores these questions through groundbreaking research on decision-making processes, market influences, and the psychology of buying. This volume in the Legend in Marketing series presents Wind's influential studies on consumer choice, information processing, and segmentation strategies, offering deep insights into how businesses can better understand and respond to customer needs. It includes expert commentaries that bridge classic theories with modern consumer trends, making it an essential resource for marketers, researchers, and business strategists. From behavioral economics to digital consumer trends, this book provides a comprehensive look at the evolving landscape of consumer behavior. Whether you're a marketing professional or a student eager to grasp the fundamentals, Consumer Behavior delivers timeless knowledge backed by rigorous research.