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Erschienen in:
1976 | OriginalPaper | Buchkapitel
Towards a Theory of Consumer Behaviour
verfasst von : Michael J. Baker
Erschienen in: Marketing
Verlag: Macmillan Education UK
Enthalten in: Professional Book Archive
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Consumer behaviour is a comparatively new field of study. In this chapter is presented a historical perspective of the development of interest in this area, followed by a consideration of the current search for a general framework for analysis of consumer actions, based upon concepts and models borrowed from a variety of source disciplines. An exposition of the major comprehensive models which have now been constructed completes the outline of the theoretical basis.