Michael R. Solomon, Ph.D., is Professor of Marketing in the Haub School of Business at Saint Joseph’s University in Philadelphia.Before joining the Saint Joseph’s faculty in the fall of 2006, he was the Human Sciences Professor of
Consumer Behavior at Auburn University. Celebrity Power and Its Influence on Global
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Consumer behaviour is the study of individuals, groups, or organizations and all the activities associated with the purchase, use and disposal of goods and services, including the
consumer's emotional, mental and behavioural responses that precede or follow these activities.
Consumer behaviour emerged in the 1940s and 50s as a distinct sub-discipline in the marketing area.
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