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The application of the behavioural sciences to the study of consumer choice has tended to be piecemeal. All too often concepts from sociology and social psychology have been sought for in order to ‘explain’ the observed phenomena only after the data have been collected. Progress has been haphazard. Even allowing that scientific advance is frequently the result of serendipity rather than planned, theory-grounded investigation, consumer research as both a commercially relevant activity and as the basis of a developing academic discipline is, more than should be the case, ad hoc.
KeywordsScientific Advance Academic Discipline Consumer Research Consumer Choice Alternative Perspective
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