Now in a completely revamped second edition, the authors of Customer Behavior have adapted the content, length, and end-of-chapter materials to produce a new text that is tailored specifically to upper level 4-year, or graduate level programs. Its managerial approach focuses on the household consumer and on the business customer. This text goes beyond the conventional subject matter of consumer behavior textbooks, focusing not only on the role of customers as buyers, but also on their roles as users and payers.