I’m Christopher Lee.
I research, and teach, marketing and consumer behavior.
WHAT IS CONSUMER BEHAVIOR?
The study of consumers. The what, when, how, & why of marketing. Also known as consumer psychology, consumer behavior is the psychology behind business.
WHAT DRIVES CONSUMERS?
Consumers make judgments. They make decisions. Sometimes consumers are rational. Sometimes they are not. Consumer behavior offers theories to help marketers better understand consumers.