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Consumer Behavior and the Marketing Activities of Firms

  • Chapter
Handbook of Economic Psychology

Abstract

In his 1982 review of the consumer behavior field published in the Annual Review of Psychology, Kassarjian (1982) characterized consumer research as being too fragmented and called for the desperate need for “integration of the various topics in the field” (p. 643). To the marketing firm and its strategist, however, the situation does not look that desperate. As Sternthal and Craig (1982: p. 34) suggest, it is those “fragmented” theories and concepts that marketers seem to find of immediate practical use in developing effective marketing strategies.

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Authors and Affiliations

  1. INSEAD, Fontainebleau, France

    Christian R. A. Pinson

  2. Asian Institute of Management, Manilla, Philippines

    Eduardo L. Roberto

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  1. Christian R. A. Pinson
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Editors and Affiliations

  1. Erasmus University, Rotterdam, The Netherlands

    W. Fred van Raaij

  2. Tilburg University, Tilburg, The Netherlands

    Gery M. van Veldhoven

  3. Stockholm School of Economics, Stockholm, Sweden

    Karl-Erik Wärneryd

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Pinson, C.R.A., Roberto, E.L. (1988). Consumer Behavior and the Marketing Activities of Firms. In: van Raaij, W.F., van Veldhoven, G.M., Wärneryd, KE. (eds) Handbook of Economic Psychology. Springer, Dordrecht. https://doi.org/10.1007/978-94-015-7791-5_8

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  • DOI: https://doi.org/10.1007/978-94-015-7791-5_8

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