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The Free Press, New York - ISBN:0684835452, 1997. Hardcover, 6½" x 9¾", with dust jacket. VERY GOOD book in VERY GOOD unclipped dust jacket. This major work reveals how universal patterns in survey responses lead not only to general principles in marketing but to empirically verifiable laws of human nature itself. Marder presents a global theory of choice behaviour , supported by original data reported here for the first time from thousands of massive real-life experiments based on millions of interviews. His dramatic findings make this book required reading for the entire marketing community.