Synopses & Reviews
This book examines two broad perspectives on consumer behavior, that which emphasizes its inner causes such as attitudes and intentions, and that which emphasizes the situational influences that shape it. While marketing and consumer research have well-developed theories that derive from the first, social cognitive, approach, there is little theory-development that relates choice to its environmental causes. The revised and updated edition differs from the first edition by integrating the question of attitude-behavior consistency with the two perspectives on consumer choice.
Synopsis
Understanding Consumer Choice shows how attempts to relate consumers' attitudes and actions have implicitly incorporated measures of the very variables at the heart of a situational theory of consumer choice. These are the buyer's consumption history and the physical and social setting in which consumer behaviour occurs. The book explores the capacity of the resulting model to explain consumer behaviour in retail and consumption situations, and to elucidate brand choice. The result is a novel interrogation of cognitive and behavioural perspectives, an overarching philosophy for consumer research.
About the Author
Gordon Foxall is Research Professor at Cardiff Business School.
Table of Contents
Preface * Paradigms of Choice * The Behaviour of Consumers' Attitudes * Putting Consumer Behaviour in its Place: A Framework for Empirical Research * Situational Influences on Consumers' Attitudes and Behaviour * The Behavioural Economics of Brand Choice * So How Do We Choose? * Consumer Research Paradigms Revisited * References * Index