Directions and Developments in Consumer Research
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The conclusions reached in Chapter 3 relate strictly to a single, albeit central, construct. Because attitude has so long dominated consumer research any suggestion that it should be radically reconceptualised naturally carries paradigmatic implications but is not of itself sufficient to provoke a paradigm shift. Rather, the implication is that the cognitive information processing paradigm be subjected to greater critical appraisal than is currently the case. The conclusions of the last chapter deviate from those of many, perhaps most, social psychologists and consumer researchers. This difference is not about principles, for even the most ardent exponents of the latent process view now accept many qualifications forced upon them by the operational research generated by the ‘other variables’ approach. Rather, the difference lies in the general failure of behavioural scientists, especially those involved in consumer research, to make explicit the inadvisability of further search for attitudinal-behavioural consistency and to accept that the evidence on attitudinal-behavioural inconsistency is sufficiently far reaching to make necessary a more general reexamination of the prevailing paradigm within which they work.
KeywordsConsumer Behaviour Situational Factor Consumer Research Consumer Choice Source Credibility
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- J. F. Engel and R. D. Blackwell, Consumer Behaviour, 4th edn (Hinsdale, Illinois: Dryden, 1982).Google Scholar