Who, exactly, is a consumer? Before we understand the psychological factors driving consumers' buying behavior, it is important that we understand who consumers are. Consumers can be a single consumer ...

As a consumer behavior professor, I’m a zealous believer that every professional (and aspiring professional), regardless of career track or concentration, should study consumer behavior. Not yet a ...

Pricing in fashion is rarely just about covering costs or maintaining margins. It is a powerful communication tool that influences how consumers perceive quality, desirability, and even personal ...