Emotion and Reason in Consumer Behavior provides new insights into the effects that emotion and rational thought have on marketing outcomes. It uses sound academic research at a level students and professionals can understand. – Publisher description.
Chaudhuri, Arjun. Emotion and Reason in Consumer Behavior. Burlington, MA: Elsevier Butterworth-Heinemann, 2006.
Available at: http://works.bepress.com/arjun_chaudhuri/7/