UGBA 160: Consumer Behavior

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About this Guide

Pointers to library resources related to consumer behavior.

Indexes to Academic Journals & Trade Publications

Business Source Complete logo

Business Source Complete provides access to articles from scholarly and trade publications, as well as market research.  The full-text of many articles is available directly from the database.

TIP: Enter consumer behavior in the top search box and select "SU Subject Terms" from the drop-down list on the right. Enter other keywords in the remaining box(es), for example, retail or luxury goods.


PsycINFO logo

PsycINFO is andex of articles from scholarly journals in psychology, including consumer behavior, choice behavior, consumer attitudes, brand preferences, and buying behavior.  Full-text is not available from the database; use the UC-eLinks within the database to access full text via the UC Berkeley library.

TIP: Search for terms like consumer behavior or consumer attitudes in the Descriptors field on the search page.

New Strategist Books

New Strategist books present analysis and information on American demographic, spending, and lifestyle trends by age, ethnicity, income group, and more. Data are sourced mostly from US government surveys, including the Consumer Expenditure Survey and the Census.

Below is a selective listing of some of the titles available at the Business Library. Search OskiCat to find other titles in this series (tip: do a keyword search for "New Strategist.")

Americans and their homes : demographics of homeownership
Call #: Business Library Reference HD7287.82.U6 R87 2011
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American incomes : demographics of who has money.
Call #: Business Library Reference HC110.I5 A685 2011
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Best customers : demographics of consumer demand
Call #: Business Library Reference HC79.C6 R87 2011
Read at Google Read at Google

Older americans : a changing market
Call #: Business Library Reference HC110.C6 O64 2009
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The baby boom : Americans born 1946 to 1964
Author: Russell, Cheryl, 1953-
Call #: Business Library Reference HN60 .R84 2009
Read at Google Read at Google

American men : who they are & how they live
Call #: Business Library Reference HQ1090.3 .A457 2008
Read at Google Read at Google

American women : who they are & how they live
Call #: Business Library Reference HQ1421 .A486 2008
Read at Google Read at Google

Read at Google Read at Google
American health : demographics and spending of health care consumers
Call #: Public Health Reference RA445 .A442 2010
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American time use : who spends how long at what
Call #: Business Library Reference HD69.T54 A46 2007
Read at Google Read at Google

Survey & Polling Data

Pew Research Center logo


Pew Research Center is a nonpartisan fact tank that informs the public about the issues, attitudes and trends shaping America and the world. It conducts public opinion polling, demographic research, media content analysis and other empirical social science research.

MRI Plus logo


MRI+ MediaMark Reporter contains the results of a national probability sample of U.S. consumers and provides very detailed data for specific consumer goods.


iPoll logo

Roper Center for Public Opinion Research's iPoll offers full-text, question-level summary data from public opinion polls from major survey research organizations in the United States from 1936 to the present day.

Market Research & Data

eMarketer logo

eMarketer aggregates, filters, and organizes data on e-commerce, digital marketing, and media from over 4,000 global sources. Reports covers all aspects of the internet, online, and mobile market with overviews, insights, and analysis, as well as demographic profiles of e-commerce use based on age and gender.


Passport logo

Euromonitor Passport Global Markets Information Database provides business data on countries, companies, markets and consumers. Includes country statistics, market data, lifestyle indicators and analysis, market analysis, company profiles, country profiles, SWOT analyses, and much more. Academic logo Academic is a collection of market studies from four publishers: Kalorama, Packaged Facts, SBI Energy, and Simba. Reports include comprehensive overviews of market data, including information on consumer demographics and behavior.


Mintel logo

Note: You will need to create a free user profile, using your email address, to log in to Mintel.

Mintel contains full-text market research reports covering global consumer markets, with an emphasis on U.S. and European markets. Includes a great amount of consumer demographics information and surveys on buying behavior.

Statistical & Demographic Data

ProQuest Statistical Insight logo

ProQuest Statistical Insight provides abstracting, indexing, and full text for publications from hundreds of public domain and licensed sources, including US federal statistical publications, state government and business statistical reports, and international statistical publications from the UN, OECD, EU, etc. Coverage from 1980. Full text from 2007.

SimplyMap logo

SimplyMap is a web-based data analysis and mapping application that allows users to create custom thematic maps, tables, and reports using demographic, business, and marketing data for the United States. Includes over 70,000 data variables related to demographics, employment, real estate & housing, crime, businesses, consumer spending, and points of interest data from the US Census, historical US Census data (1980, 1990, 2000), SimmonsLOCAL data from Experian, and Nielsen Claritas PRIZM data.

Scholarly Journals

Journal of Consumer Psychology image
Journal of Consumer Psychology publishes original data and theoretical, methodological, and review papers on the role of advertising in consumer psychology, the development and change of consumer attitudes, choice and decision processes.

 UC-eLinks logo



International Journal of Consumer Studies imageInternational Journal of Consumer Studies covers topics like consumer protection, consumer behaviour, consumer ecosystem, family and household studies.

UC-eLinks logo



Journal of Consumer Behaviour imageJournal of Consumer Behaviour showcases innovative, alternative, and contested representations of consumer behaviour alongside the latest developments in established traditions of consumer research.

UC-eLinks logo



Journal of International Consumer Marketing imageJournal of International Consumer Marketing offers managerial insights to practicing international business persons as well as to policymakers in governments and international agencies and organizations to enable them to formulate need-oriented action programs and policies.

UC-eLinks logo



Journal of Consumer Research imageJournal of Consumer Research contains empirical, theoretical, and methodological articles describe and explain consumer behavior from academic interdisciplinary perspectives, including psychology, marketing, sociology, economics, and anthropology. 

UC-eLinks logo



Journal of Consumer Marketing imageJournal of Consumer Marketing includes articles written by practitioners, consultants, and academics and aimed at marketers who desire further insight into how people behave as consumers worldwide. 

UC-eLinks logo



Psychology & Marketing imagePsychology & Marketing publishes original research and review articles dealing with the application of psychological theories and techniques to marketing. 

UC-eLinks logo



Advances in Consumer Research imageAdvances in Consumer Research contains papers on all aspects of consumer behavior, including the mental and emotional processes and physical actions that people engage in when selecting, purchasing, using, and discarding products and services so as to satisfy needs and desires.

UC-eLinks logo

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