Business/ Marketing Emotion and Reason in Consumer Behavior Arjun Chaudhuri 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 literatureArjun 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 roughly the last quarter century, the role of emotion in information processing has been widely acknowledged and scholars have shown that we need to understand both emotion and reason if we want to understand the real meanings that products and services have for consumers. As our world comes closer together, global messages, which transcend cultural boundaries via emotional strategies, become more appropriate than localized messages for particular cultures. Emotion and Reason in Consumer Behavior strives to understand and describe some of the emotional and rational reasons for consumers choices of products and their processing of commercial messages. Chaudhuri also shows some of the effects these motivational forces have on marketing outcomes such as brand loyalty, market share, and higher price margins. All of the chapters feature a theoretical section with a research results section at the end, and the book utilizes sound academic research at a level that both students and professionals can comprehend. Arjun Chaudhuri is Thomas R. Fitzgerald, S.J. Professor of Marketing, and Chair of the Marketing Department, Charles F. Dolan School of Business, Fairfield University, Fairfield, Connecticut. Inside Front Jacket: "In Emotion and Reason in Consumer Behavior, 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 Inside Back Jacket: Emotion is the new frontier for consumer research. The consumers heart plays as important a role as the consumers 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 Chaudhuris book is a welcome contribution to understanding the consumers 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 CaliforniaChaudhuri, Arjun is the author of 'Emotion And Reason in Consumer Behavior ', published 2006 under ISBN 9780750679763 and ISBN 075067976X.