We found a match
Your institution may have access to this item. Find your institution then sign in to continue.
- Title
AN INVESTIGATION OF THE DIFFERENTIAL IMPACT OF PURCHASE SITUATION ON LEVELS OF CONSUMER CHOICE BEHAVIOR.
- Authors
Stanton, John L.; Bonner, P. Greg
- Abstract
The importance of situational variables in consumer research has been widely discussed in the recent marketing literature. Results indicate that situational variables can significantly add to the explanation of consumer choice. However, criticisms questioning the methodology employed and the lack of a theoretical perspective have appeared. This research employs a methodology which utilizes an unobtrusive measurement of purchase behavior. Furthermore, the authors discuss a theoretical perspective which clearly delineates between the purchase situation and consumption situation, hypothesize that situational variables differentially impact on various levels of consumer choice, and analyze the predictive ability of situational variables on three distinct levels of consumer choice. The findings confirm the hypothesis that situational variables do differentially influence the different levels of consumer choice.
- Publication
Advances in Consumer Research, 1980, Vol 7, Issue 1, p639
- ISSN
0098-9258
- Publication type
Conference Proceeding