Advertising plays a very important role in forming consumer behaviour. Advertising is usually important for triggering the first time purchase of the product. Then, if the consumer likes it, he will purchase the product again. Advertising plays a vital role in reminding consumers of the brand name. Thus, a strong brand image portrayed through advertising would ensure the repurchase of convenience goods.

Advertising and Consumer Behaviour has been written for the management students of Indian institutions. Covering almost all the topics on consumer behaviour and advertising, this book provides an excellent introduction to the topic of how reasons and emotions combine to shape the consumption experience by influencing the analytic, hedonic, social, moral and even reptilian aspects of the human condition in the marketplace. It clearly explains the fundamentals of the subject and is designed to give an insight to the students with examples. It is written in simple language so that it can be understood by the students and teachers. All serious students and practitioners of marketing will find something of interest and relevance in this insightful book.