Legend in Marketing: Consumer Behavior – Empirical Research By Jagdish N. Sheth Consumer Behavior: Empirical Research brings together the trailblazing studies of Dr. Jagdish N. Sheth, whose work has transformed the field of consumer behavior. This volume focuses on the empirical research that underpins today’s understanding of consumer decision-making and behavior patterns. Dr. Sheth’s meticulous research has provided a data-driven foundation for key marketing concepts such as consumer motivation, perception, and the impact of cultural and social factors. His studies have helped shape the way businesses design strategies to meet consumer needs. For students, scholars, and professionals, this volume offers valuable insights into the real-world applications of consumer behavior research. With a focus on data and analysis, Dr. Sheth’s work continues to serve as a guiding light for marketers looking to deepen their understanding of consumers. Jagdish N. Sheth is the Charles H. Kellstadt Professor of Marketing in the Goizueta Business School at Emory University, USA. Earlier, he has worked at the University of Southern California, the University of Illinois, Columbia University and Massachusetts Institute of Technology. He is well-known for his scholarly contributions in the study of consumer behavior, relationship marketing, competitive strategy, and geopolitical analysis. Professor Sheth has worked for numerous industries and companies in the US, Europe and Asia, both as an Advisor and as a Seminar Leader. In 2004, he was awarded both the Richard D. Irwin Distinguished Marketing Educator Award and the Charles Coolidge Parlin Award, the two highest awards given by the American Marketing Association. Among the other awards that he has received are the Outstanding Marketing Educator award (1989) by the Academy of Marketing Science, the Outstanding Educator Award (1991, 1999) by the Sales and Marketing Executives International (SMEI), the P. D. Converse Award (1992) by the American Marketing Association, and the RHR International Award (2006) for Outstanding Consultant by the American Psychological Association (APA) Division 13 (Consulting Psychology). In 2007, he was conferred an Honorary Doctorate by Th iel College in Pennsylvania, USA. A prolifi c author, in 2000, Professor Sheth, along with Andrew Sobel, published Clients for Life, a bestseller. His book, Th e Rule of Th ree (2002), co-authored with Rajendra S. Sisodia, altered the current notions on competition in business. His book Firms of Endearment was selected as one of the top ten business books on Leadership in 2007. Vibrant Publishers is focused on presenting the best texts for learning about technology and business as well as books for test preparation. Categories include programming, operating systems and other texts focused on IT. In addition, a series of books helps professionals in their own disciplines learn the business skills needed in their professional growth. Vibrant Publishers has a standardized test preparation series covering the GMAT, GRE and SAT, providing ample study and practice material in a simple and well organized format, helping students get closer to their dream universities.