"Consumer behavior is a study of this phenomenon will often focus on the psychological and other factors that motivate people to either buy a product or reject it in favor of some other option. It attempts to understand the decision-making processes of buyers, both individually and in groups such as how emotions affect buying behavior. This book examines the role of consumers as individuals and decision makers and explores the relationships between consumers and culture and looks at the impact of current trends, such as digital media and globalization, on consumer behavior."
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