"Jain and Sheth combine consumer behavior concepts and digital affordances to show how consumers and marketers can thrive or falter in a digital environment brought alive with vivid global cases." Russel W. Belk , Professor of Marketing and Kraft Foods Canada Chair in Marketing, Schulich School of Business, York University, Canada "A rare and timely synthesis of psychological depth and strategic insight. By unpacking the distinct roles of user, buyer and payer, this book deepens our understanding of consumer motivation, perception and decision-making in the digital environment, and offers a practical framework for turning those insights into competitive advantage." Angela Y. Lee , Mechthild Esser Nemmers Professor of Marketing, Kellogg School of Management, Northwestern University, USA "Digital Consumer Behavior provides a comprehensive framework for understanding the digital consumer. Authors Sheth and Jain have updated the classic user-buyer-payer paradigm, enriching the analysis through the use of carefully selected current business cases. The result is a rigorous and engaging treatment of the rapidly evolving digital consumer.

" Richard J. Lutz, Peter S. Sealey PhD Professor of Marketing, Warrington College of Business, University of Florida, USA.