Paradigms of Choice

Part of the Macmillan Studies in Marketing Management book series (STMM)


Marketing, like engineering, medicine and law, did not begin as an academic subject or a body of knowledge taught and learned for its own sake. Rather, its origins are linked to the practical concerns of business management and, in particular, with the establishment of regular, formalised patterns of economic exchange in order to make possible higher material standards of living. In spite of great increases in the complexity of social and economic life, the aims of marketing management remain broadly similar. Indeed, while all of these disciplines are now institutionalised within the established frameworks of education and research, they can still be legitimately regarded as technologies, as well as areas of scholarship. They are technologies firmly based upon bodies of systematic or scientific knowledge and enquiry or are in the process of becoming so.


Consumer Behaviour Classical Conditioning Purchase Intention Consumer Research Consumer Choice 
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Chapter 2

  1. T. S. Kuhn, The Structure of Scientific Revolutions (Chicago: Chicago University Press, 1970).Google Scholar
  2. P. H. Lindsay and D. A. Norman, Human Information Processing, 2nd edn ( New York: Academic Press, 1978).Google Scholar
  3. R. D. Nye, What is B. F. Skinner Really Saying? (Englewood Cliffs: Prentice-Hall, 1979).Google Scholar
  4. B. F. Skinner, About Behaviourism (London: Cape, 1974).Google Scholar
  5. B. F. Skinner, Beyond Freedom and Dignity (Harmondsworth: Penguin, 1973).Google Scholar
  6. F. Carpenter, The Skinner Primer (New York: Free Press, 1974).Google Scholar

Copyright information

© Gordon R. Foxall 1983

Authors and Affiliations

  1. 1.Cranfield School of ManagementUK

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