Foreword

Abstract

In my forty years of academic research, I have seen the scope of consumer behavior expanded in many directions, both theoretical and practical. One direction has been a dramatic growth beyond behavioral responses to marketing efforts and simple decision making to include the understanding of how consumers process and internalize information and respond to market stimuli at both conscious and subconscious levels.

Citation

Sheth, J.N. and Kellstadt, C.H. (2007), "Foreword", Rosa, J.A. and Viswanathan, M. (Ed.) Product and Market Development for Subsistence Marketplaces (Advances in International Management, Vol. 20), Emerald Group Publishing Limited, Leeds, pp. ix-x. https://doi.org/10.1016/S1571-5027(07)20016-6