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CHOICE Review

Although works dealing with consumer behavior are numerous, this book is different because Moschis attempts to adapt the general socialization framework (i.e., that behavior is dynamic, constantly undergoing development and change over a person's life cycle) into a model depicting consumer behavior. Individual chapters are devoted to specific influences that mold behavior-family, peers, mass media, age, socioeconomic factors, etc. The volume is heavily documented and includes the concepts and theories of leading behaviorists from business and other disciplines. The material is well organized and very readable. The book could serve as a major reference for students of consumer behavior, and is also useful to marketers, policymakers, and consumer groups who wish to better understand consumer behavior.-G. Kress, Colorado State University