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Theory Of Varied Consumer Choice Behavior And Its Importance
For decades, scholars and practitioners have been frustrated by the very
limited capacity of either psychological or marketing models to predict
individual choices on particular occasions. This paper discusses a theory
which explains the degree to which the extant models omit important influences
that produce varied individual choice behaviour. The focus of this paper is on
the sequences of product purchases. Discretionary actions and activities are
also covered.
THE THEORETICAL AND APPLIED RELEVANCE OF VARIED BEHAVIOUR
The assumption that consumers make rational, ....
Word count: 2479 - Page count: 10
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