Recommended Reading / Theory

Consumer Behavior: Surpluses & Shortages

Jagdish N Sheth article

Image credit: Association for Consumer Research

Consumer Behavior: Surpluses & Shortages
Jagdish N. Sheth, University of Illinois

Advances in Consumer Research Volume 9, 1982, pages 13-16
Association for Consumer Research

By focusing on individual decision-making framework, we have neglected many areas of consumer behavior. These include habit, hedonistic and epistemic determinants of brand/product choice; group behavior including household, organization, class and cross-national buyer behavior. We also need to generate our own constructs rather than blindly borrow from other disciplines, especially social psychology. Finally, we need more research and theory from a metatheory viewpoint in place of the managerial viewpoint.

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