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.
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