Author Description

"This is the eighth Canadian edition of Consumer Behaviour. The changes over all these editions have really made this a unique text that captures the Canadian identity. The textbook still carries Michael R. Solomon's trademark of vastly interesting examples and issues. We have tried not to interfere with his winning style, but have definitely added our own twist. Chapters 12 and 13 are presented with a distinctly Canadian focus. Throughout, we have integrated successful Canadian stories. In addition, the "As I See It" boxes, which present the point of view of consumer researchers, are all from scholars at Canadian universities. These boxes have all either been updated or changed to reflect new researchers and their current work. The cases presented at the end of each chapter all represent real companies and issues that have a distinctly Canadian focus."--