Legend in Marketing: Consumer Behavior – Conceptual Foundations By Jagdish N. Sheth This book presents the foundational work of Dr. Jagdish N. Sheth, a globally recognized expert in consumer behavior. Consumer Behavior: Conceptual Foundations explores the core principles that define how consumers think, make decisions, and engage with brands. Dr. Sheth’s groundbreaking research has reshaped how marketers approach consumer behavior, offering new insights into information processing, motivation, and choice. His theories have significantly influenced both academia and business, providing a deeper understanding of consumer actions that continue to shape marketing strategies. Ideal for students, academics, and professionals alike, this collection is an invaluable resource for anyone looking to grasp the origins and evolution of consumer behavior theory from one of the field’s most respected pioneers. Jagdish N. Sheth is the Charles H. Kellstadt Professor of Marketing in the Goizueta Business School at Emory University, USA. Earlier, he has worked at the University of Southern California, the University of Illinois, Columbia University and Massachusetts Institute of Technology. He is well-known for his scholarly contributions in the study of consumer behavior, relationship marketing, competitive strategy, and geopolitical analysis. Professor Sheth has worked for numerous industries and companies in the US, Europe and Asia, both as an Advisor and as a Seminar Leader. In 2004, he was awarded both the Richard D. Irwin Distinguished Marketing Educator Award and the Charles Coolidge Parlin Award, the two highest awards given by the American Marketing Association. Among the other awards that he has received are the Outstanding Marketing Educator award (1989) by the Academy of Marketing Science, the Outstanding Educator Award (1991, 1999) by the Sales and Marketing Executives International (SMEI), the P. D. Converse Award (1992) by the American Marketing Association, and the RHR International Award (2006) for Outstanding Consultant by the American Psychological Association (APA) Division 13 (Consulting Psychology). In 2007, he was conferred an Honorary Doctorate by Th iel College in Pennsylvania, USA. A prolifi c author, in 2000, Professor Sheth, along with Andrew Sobel, published Clients for Life, a bestseller. His book, Th e Rule of Th ree (2002), co-authored with Rajendra S. Sisodia, altered the current notions on competition in business. His book Firms of Endearment was selected as one of the top ten business books on Leadership in 2007. Vibrant Publishers is focused on presenting the best texts for learning about technology and business as well as books for test preparation. Categories include programming, operating systems and other texts focused on IT. In addition, a series of books helps professionals in their own disciplines learn the business skills needed in their professional growth. Vibrant Publishers has a standardized test preparation series covering the GMAT, GRE and SAT, providing ample study and practice material in a simple and well organized format, helping students get closer to their dream universities.