Interpretive consumer research usually proceeds with a minimum of
structure and preconceptions. This book presents a more structured
approach than is usual, showing how a simple framework that
embodies the rewards and costs associated with consumer choice can
be used to interpret a wide range of consumer behaviours from
everyday purchasing and saving, innovative choice, imitation,
'green' consumer behavior, to compulsive behaviors such as
addictions (to shopping, to gambling, to alcohol and other drugs,
etc). Foxall takes a qualitative approach to interpreting behavior,
focusing on the epistemological problems that arise in such
research and emphasizing the emotional as well as cognitive aspects
of consumption. The author argues that consumer behaviour can be
understood with the aid of a very simple model that proposes how
the consequences of consumption impact consumers' subsequent
choices. The objective is to show that a basic model can be used to
interpret consumer behaviour in general, not in isolation from the
marketing influences that shape it, but as a course of human choice
that is dynamically linked with managerial concerns.
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