Advertisement

Context and Cognition in Consumer Choice

  • Gordon R. Foxall

Abstract

Attempts to predict behavior from cognitive measures have proved highly problematical unless situational influences are taken into consideration. The case has been made that the cognitive variables used to explain behavior reflect contingencies of reinforcement via surrogates of the consumer’s learning history and the consumer behavior setting. Attitude researchers appear to be taking just this approach, despite their tendency to deal in respondents’ perceptions or judgments of the contingencies rather than their direct influences on behavior. We have noted cognitive psychologists’ tendency to think in terms of cognitive portrayals of the effects of past behavior and its situational determination, but we might argue that what they have discovered at base is the need for a behavior-based explanation of choice.

Keywords

Discriminative Stimulus Consumer Choice Intentional Content Learning History Intentional Stance 
These keywords were added by machine and not by the authors. This process is experimental and the keywords may be updated as the learning algorithm improves.

Preview

Unable to display preview. Download preview PDF.

Unable to display preview. Download preview PDF.

Copyright information

© Gordon R. Foxall 2005

Authors and Affiliations

  • Gordon R. Foxall

There are no affiliations available

Personalised recommendations