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A Précis of Consumer Behaviour Analysis

In: The Theory of the Marketing Firm

Author

Listed:
  • Gordon R. Foxall

    (Cardiff University)

Abstract

This chapter provides a short précis of consumer behaviour analysis. Consumer behaviour is explicable in terms of either an extensional perspective that emphasises its responsiveness to the objectively available reinforcing and punishing consequences it produces or an intentional perspective which employs consumers’ desires, beliefs, emotions and perceptions in order to understand the subjective nature of consumer choice. Economic and social interactions, for example those between consumers and the firm, take the form of bilateral contingencies in which the behaviour setting of one actor impinges on that of the other.

Suggested Citation

  • Gordon R. Foxall, 2021. "A Précis of Consumer Behaviour Analysis," Springer Books, in: The Theory of the Marketing Firm, chapter 5, pages 119-138, Springer.
    • Handle: RePEc:spr:sprchp:978-3-030-86106-3_5
    DOI: 10.1007/978-3-030-86106-3_5
    as

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