By Gordon R. Foxall (auth.)
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Additional resources for Consumer Choice
While correlational evidence of attitudinalbehavioural consistency 'irrespective of situations' is not sufficient to demonstrate a causal relationship, it is certainly necessary to that demonstration. If the latent process conception is valid, therefore, variance in attitudinal measures will explain statistically all the variance in corresponding behavioural measures: at the very least, given the noise surrounding the data, very high correlations between attitudes (verbal statements or opinions) and corresponding behaviour should be found since the assumption is that both are mediated by the same underlying, 'true' attitude or latent process.
S. Palda, 'The Hypothesis of a Hierarchy of Effects: A Partial Evaluation', Journal of Marketing Research, vol. 3, no. I (1966), pp. 13-24;]. F. Engel, R. D. Blackwell and D. T. Kollat, Consumer Behaviour, 3rd edn (Hindsdale, Illinois: Dryden, 1978); S. H. : D. C. Heath, 1978). Examples of the manner in which the general cognitive information processing model of consumer choice has been incorporated into the marketing literature are so widely available as to require no corresponding, detailed exposition here.
So important has the psychology of motivation become, especially in the wake of the psychoanalytical revolution, that dynamic psychology could well be considered here a PARADIGMS OF CHOICE 23 third paradigm were it not so well integrated in consumer research with the information processing perspective. Once again, the points of contact between dynamic psychology and consumer research- from Maslow's 'hierarchy of needs' to Freudian suppression and repression and beyond - are well covered in consumer behaviour texts 42 and there is no need for elaboration here.
Consumer Choice by Gordon R. Foxall (auth.)