Principles, Principles, and More Principles

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Originally published in Contemporary Psychology: APA Review of Books, 1979, Vol 24(3), 252–253. Reviews the book, Psychological Principles of Marketing and Consumer Behavior by Steuart-Henderson Britt (see record 1979-35003-000). The book contains 34 chapters organized into eight major sections. An introduction and a historical background on model development in the fields of communications and consumer behavior are provided in the first two sections. The remaining six sections focus on the major components of the model Britt develops. The book is practical and comprehensive. It draws theory directly from the psychological literature, but only so far as it can be related to some observable marketing phenomenon. The book has a number of potential uses. After reading the book, one is left with mixed feelings of gratitude and uneasiness gratitude for the fine job. (PsycINFO Database Record (c) 2006 APA, all rights reserved)

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