Consumer confusion

A Behavioral Perspective Model perspective

Authored by: Ioanna Anninou , Gordon R. Foxall , John G. Pallister

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


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The purpose of the Behavioral Perspective Model (BPM) of purchase and consumption has been to explore the possibility of a behavior analytical approach to consumer behavior and to ascertain the nature and status of the account it provides (Foxall, 1990; Foxall, 1993). The model offers an alternative, behavioral approach to the prevalent cognitive examination of consumer behavior and it remains a valid interpretive account and most importantly one which is strongly supported by relevant empirical evidence (e.g. Foxall, 1997b; Foxall & Greenley, 1999, 2000; Foxall & Soriano, 2005). Notwithstanding these empirical findings, the problematic areas of the specific model and behaviorism at large have also been identified. These areas mainly concentrate on hindering the explanation of some aspects of behavior. Specifically, aspects like the continuity of behavior, the personal level of explanation and the delimitation of behavioral explanation (Foxall, 2004; Foxall, 2007a, b) seem to require an alternative non-behavioral treatment and elucidation.

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