A Broad Eclectic Blending

Reviews the book, Consumer Behavior and the Behavioral Sciences: Theories and Applications by Steuart Henderson Britt (Ed.) (see record 1966-10521-000). This book is a unique and ambitious attempt on the part of the editor to provide a behavioral science base for understanding and evaluating the problems inherent in the applied field of marketing and consumer behavior. This volume is a blending of research, theory and applications, and above all is eclectic. In general, although the volume includes an excellent selection of materials, one could wish for a greater emphasis on personality and social motivation. (PsycINFO Database Record (c) 2017 APA, all rights reserved)