1986 | OriginalPaper | Buchkapitel
An Idiothetic Analysis of Behavioral Decision Making
verfasst von : James Jaccard, Gregory Wood
Erschienen in: Perspectives on Methodology in Consumer Research
Verlag: Springer New York
Enthalten in: Professional Book Archive
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The need to develop methods for studying individuals has been evident for nearly fifty years. The vast majority of research in the social sciences has focused on aggregate level analyses, in which inferences are drawn about groups of individuals, considered as a whole. As Allport (1937) noted, the understanding of behavior at the aggregate level does not necessarily yield understanding of behavior at the individual (idiographic) level. When nomothetic (aggregate-based) principles are applied to individuals, there frequently exists considerable error. Because of such limitations, Allport suggested the creation of methodologies that would allow the social scientist to study the behavior of individuals.