Consumer Research & Policy
1 total work
Increasing mention is made of behaviourism in marketing and consumer behaviour literature. It has attracted growing interest here and in the United States, not only in business schools but among economists and psychologists. In this book the uses of behaviourism receive a critical appraisal, being compared and contrasted with other prevailing models of consumer choice and also with the Behavioural Perspective Model, which clarifies the nature of purchase, consumption and marketing. This book should be of interest to lecturers and students of psychology, marketing, consumer behaviour, economics and business studies.