Consumption Values and Market Choices: Theory and Applications

Mary C. Gilly · Jagdish N. Sheth · Bruce I. Newman · Barbara L. Gross

492 citations0/0 files storedJournal of Marketing Research

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Consumer Behavior and Marketing Influence Consumer Market Behavior and Pricing Consumer Behavior and Market Dynamics

Abstract

This text presents a comprehensive theory of consumer behaviour that is operational and has been tested in more than 200 separate investigations involving a wide variety of products. The theory is applicable to consumer and industrial products; durable and nondurable products; and goods and services. Theoretical discussions explain consumer choice behaviour and also illustrate prediction and control. Step-by-step guidance is provided for implementing theory. Also included are sample questionnaires and instructions for various techniques of data analysis, which have been drawn from real-world contexts.

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