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| Author: | Grunert, K. |
| Title: | Research in consumer behaviour : beyond attitudes and decision-making. |
| Journal: | European Research
1988 : AUG, VOL. 16:3, p. 172-183 |
| Index terms: | CONSUMER BEHAVIOUR MARKETING RESEARCH |
| Language: | eng |
| Abstract: | Consumer behaviour research has always been an applied psychology, which tried to explain multi-alternative decision making by consumers.It has assumed that a consumer's decision is made on the basis of an overall evaluation of alternatives, which is based on multiple attributes of the alternatives. Multi- attribute decision models have regarded consumer choice as an information- processing problem. Current dissatisfaction with the present paradigm is explained, and the directions of future research are discussed. |
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