Experimental analyses of consumer choices

Authored by: Asle Fagerstrøm , Valdimar Sigurdsson

The Routledge Companion to Consumer Behavior Analysis

Print publication date:  September  2015
Online publication date:  August  2015

Print ISBN: 9780415729925
eBook ISBN: 9781315850696
Adobe ISBN: 9781317913467

10.4324/9781315850696.ch2

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Abstract

Marketing can be seen both as a sub-discipline of economics, the science of how organisms use scarce resources, and psychology, the science of overt and covert behavior. Traditionally, marketing has been described as an area for application for its main disciplines (Foxall, 1999). It has been seen as a business philosophy concentrating on how the organization can work as one entity to maximize revenue by fulfilling consumers’ current and future wants (e.g., Jaworski & Kohli, 1993; Kohli & Jaworski, 1990; Narver & Slater, 1990). This entails the use of consumer behavior analysis in marketing management.

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