Consumer Choice - download pdf or read online

By Gordon R. Foxall (auth.)

ISBN-10: 0333342275

ISBN-13: 9780333342275

ISBN-10: 1349170895

ISBN-13: 9781349170890

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A critical review by Wicker of a portion of the literature derived from this research 23 sums up the disappointment of most investigators during the mid to late 1960s. Wicker examined forty six empirical studies of attitudes and behaviour, selected so that individuals were the unit of observation, at least one attitudinal measure and one temporally-separate measure of behaviour towards a common object was taken of each subject, and overt behaviour was not measured simply by subjects' post behavioural self-report.

Six studies indicated that when measures of overt behaviour or behavioural commitment preceded the measurement of attitudes, attitudinal-behavioural consistency was greater than when this procedure was reversed; but four others demonstrated inconsistencies. Such conclusions as these cast considerable gloom on both social psychological and marketing research since both had been firmly predicated upon the expectation that a demonstrable relationship existed. While some psychologists and market researchers argued that the conclusion that attitudes never predicted behaviour was too dire, others appeared prepared to dispense altogether with the concept of attitude.

K. S. Palda, 'The Hypothesis of a Hierarchy of Effects: A Partial Evaluation', Journal of Marketing Research, vol. 3, no. I (1966), pp. 13-24;]. F. Engel, R. D. Blackwell and D. T. Kollat, Consumer Behaviour, 3rd edn (Hindsdale, Illinois: Dryden, 1978); S. H. : D. C. Heath, 1978). Examples of the manner in which the general cognitive information processing model of consumer choice has been incorporated into the marketing literature are so widely available as to require no corresponding, detailed exposition here.

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Consumer Choice by Gordon R. Foxall (auth.)


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