Until now Masters and MBA students have been under-served by books on consumer behaviour. Written by a trusted and respected academic this book includes the psychological and social issues that students cover on their course along with exploration of more quantitative approaches to marketing research and `evidence based' marketing solutions. Readers are supported by pedagogical features such as thought-provoking mini-cases drawn from international sources and accompanying exercises that will draw out key ideas and help consolidate their learning. A website to support the book has an Instructor's Manual that offers PowerPoint slides and answers to the mini cases exercises.