Abstract
Consumer behaviour is a comparatively new field of study. In this chapter is presented a historical perspective of the development of interest in this area, followed by a consideration of the current search for a general framework for analysis of consumer actions, based upon concepts and models borrowed from a variety of source disciplines. An exposition of the major comprehensive models which have now been constructed completes the outline of the theoretical basis.
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Notes and References
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© 1976 Michael J. Baker and Macmillan Publishers Limited
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Baker, M.J. (1976). Towards a Theory of Consumer Behaviour. In: Baker, M.J. (eds) Marketing. Macmillan Studies in Marketing Management. Palgrave, London. https://doi.org/10.1007/978-1-349-15703-7_4
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DOI: https://doi.org/10.1007/978-1-349-15703-7_4
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