Introduction

What is the nature of motives, goals, and desires that prompt consumption behaviors? Why do consumers buy and consume particular products, brands, and services from the multitude of alternatives afforded by their environments? How do consumers think and feel about their strivings and cravings and how do they translate these pursuits into actions? And what explanations might we offer for differences in consumer motives and goals across individuals and situations? These are central questions in any theory of consumer behavior, and this book attempts to provide a few answers.