"Arjun Chaudhuri offers a thorough review of the important role of emotions in his book entitled 'Emotion and Reason in Consumer Behavior'. The text describes the complex interface between emotion, reason, and subsequent consumer behavior, including the relationship of emotion and reason with other important concepts like involvement, learning, perceived risk, and trust. The Chaudhuri text also offers a complete review of the theoretical underpinnings of emotion, as well as insights regarding measurement. As such, the text provides considerable guidance for academics teaching consumer behavior and/or interested in research areas in which emotional effects are prevalent." -- Dr. Bill Bearden, Bank of America Chair In Marketing, Moore School of Business, University of South Carolina "Based on his own extensive research backed by scholarly reviews of the relevant literature, my friend Arjun Chaudhuri has put together an excellent introduction to the topic of how reasons and emotions combine to shape the consumption experience by influencing the analytic, hedonic, social, moral, and even reptilian aspects of the human condition in the marketplace. All serious students and practitioners of marketing will find something of interest and relevance in this insightful book's carefully-conceived empirically-grounded account of consumer behavior." -- Dr. Morris B. Holbrook, Dillard Professor of Marketing, Graduate School of Business, Columbia University "In Addressing Emotion and Reason in Consumer Behavior, Arjun Chaudhuri hits the "sweet spot" balancing theoretical and practical research. It serves the needs of the academic by synthesizing various theories into a coherent body. Equally, or perhaps more importantly, it provokes the practitioner to a deeper understanding of the processes involved in consumer marketing. Marketers need to read this book." -- Philip Herr, Senior Vice President, Client Services, Millward Brown "Emotion is the new frontier for consumer research. The consumer's heart plays as important a role as the consumer's head in making decisions in the market place, but until recently the focus among academic researchers and marketing practitioners has been to focus on the head. Professor Chaudhuri's book is a welcome contribution to understanding the consumer's heart. The book is concise and well written. It will be useful to researchers and practitioners." -- Dr. David Stewart, Robert E. Brooker Professor of Marketing, the Marshall School of Business, University of Southern California
