My LinkedIn community was asked to recommend the \'must reads\' for undergrad Consumer Behavior students. Here\'s the list.

1. Consumer Behavior: Reading List from the Pros - September, 2009
My thanks to everyone who weighed-in on their favorite Consumer Behavior books. Out of the many responses,
there were actually only a few that were duplicates. Perhaps this means that we’re all still seeking the ‚‘John
Malkovich‘portal into the mind of the consumer. The response that summed it all up:
“As you're well aware, young folks going into communications must be
wondering where to affix their gaze - everything in the industry is in transition.
Consumers have crashed the gate. And we need to welcome them.”
Gibson Fenning
Thanks again to the LinkedIn community members:
Patrick Richardson, Wallace Jackson, Raja Mahendran, George Coulston, John McDermott, Peter Korchnak,
Gibson Flemming, Mark Ishac, Barry Zweibel, Tom Fauls, Lisa Redmon, Patrick Dean, Jim Stratton, Mark Campbell,
Denise Giroux, Santoosh Bheemnoor, Steven Crane, Stephen Mitchell, Nicole Ames, Gibson Fenning,, Jeff
Klainberg, Jim Knipper, Jose Fernandez
Top Recommendations:
Consumer Behavior - Leon Schiffman & Leslie Kanuk
The Tipping Point by Malcolm Gladwell
How Customers Think: Essential Insights into the Mind of the Market, by Gerald Zaltman
Made to Stick: W hy Some Ideas Survive and Others Die by Chip Heath & Dan Heath
Influence: The Psychology of Persuasion by Robert B. Cialdini
Buyology: Truth and Lies About W hy W e Buy by Martin Lindstrom (neuromarketing)
W ired to Care, Dev Patnaik
Other Recommendations:
W hy W e Buy: The Science of Shopping by Paco Underhill
Zag by Marty Neumeier
New Rules of Marketing and PR by David Meerman Scott.
Predictably Irrational by Dan Ariely.
The Paradox of Choice by Prof. Barry Schwartz
Strategies for the Green Economy: Opportunities and Challenges in the New W orld of Business
by Joel Makower's (green consumers)
Trading Up: The New American Luxury, by Michael J. Silverstein and Neil Fiske
Juicing the Orange: How to Turn Creativity into a Powerful Business Advantage, by Pat Fallon and
Fred Senn
Always On by Vollmer/Precourt, and
Groundswell by Li/Bernoff
A W hole New Mind by Daniel Pink
Positioning: The Battle for Your Mind”, 20th Anniversary Edition by Al Ries, Jack Trout
Understanding Media: The Extensions of Man” by Marshall McLuhan, Lewis H. Lapham
Consumer Behaviour - Concepts and application by Loudon & Bitta
Consumer Behavior by Michael Solomon
Conquerinig ConsumerSpace by Michael Solomon.
c h o r i s t e p a r t n e r s . c o m | 7 8 1 . 9 1 3 . 6 6 9 8