Marketing pp 43-66 | Cite as

Towards a Theory of Consumer Behaviour

  • Michael J. Baker
Part of the Macmillan Studies in Marketing Management book series (STMM)


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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Copyright information

© Michael J. Baker and Macmillan Publishers Limited 1976

Authors and Affiliations

  • Michael J. Baker

There are no affiliations available

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