Title:
Consumer behaviour : perspectives, findings and explanations
Author:
O'Shaughnessy, John, 1927-
ISBN:
9781137003768
Personal Author:
Publication Information:
Houndmills, Basingstoke : Palgrave Macmillan, 2013.
Physical Description:
xi, 520 p. ; 23 cm.
General Note:
Formerly CIP.
Contents:
Machine generated contents note: 1.Introduction: Perspectivism and Other Basic Notions for Understanding the Nature of the Social Sciences -- 2.Ethnopsychology (Folk Psychology) -- 3.Ethnopsychology Continued: Application -- Appendix 3A Student Project: Obtaining a Script or Protocol of a Buying Episode -- Appendix 3B An Illustrative Analysis of Protocols in Respect to Obtaining a Homeowner's Mortgage -- 4.Behaviorism -- 5.Psychoanalytic Psychology -- 6.Cognitive Psychology: The Basic Perspective -- 7.Cognitive Psychology Continued: Cognitive Psychology in Marketing -- 8.Cognitive Neuroscience (and a Comment on Evolutionary Psychology or Sociobiology) -- 9.Microeconomics (Rational Choice Theory) -- 10.Behavioral Economics -- 11.Social Psychology: Social Groups, Social Reference Groups and the Nature and Role of Emotion in Influencing Behavior -- 12.Social Psychology Continued: Lewin's Attitude Change Model, Strategies for Overcoming Resistance to Change, Motivation and Reversal Theory -- 13.Sociology -- 14.Cultural Anthropology.
Abstract:
This text explains the importance of understanding how perspectives such as ethnopsychology psychoanalysis and sociology, construct and organize radically different understandings of the consumer. This book provides a "view from manywheres" approach to consumer behavior. It is a welcome change from more mainstream approaches highlighting a range of new, established and developed areas, many of which are often overlooked. The text will provide students with an invaluable source of information on this complex and multifaceted area. This is a text that challenges conventional approaches while illuminating murky areas of our discipline. As a departure from the traditional topic-by-topic structure, the author proceeds according to a discipline-by-discipline framework that embraces a pluralistic perspectivism, that challenges mainstream thinking, that clarifies difficult concepts, and that illuminates every corner into which he shines the light of his broadly ranging and penetratingly deep scholarship.