The marketing firm

Article Abstract:

The complexity of the marketing firm and the marketing relationships it creates are analyzed using a particular approach to the economic psychology of marketing. The approach is based on an extension of a consumer behavior model that takes into account marketing behavior as a whole. To achieve this integrated analysis of consumer behavior and marketing behavior, the Behavioral Perspective Model is employed. Likewise, the extension of the model to the marketing firm stresses the need for an integrated psychological and economic perspective to gain deep understanding of marketing exchanges and relationships.

Models, Marketing, Marketing models

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Cognitive styles and personal involvement of market initiators for 'healthy' food brands: implications for adoption theory

Article Abstract:

The innovative and adaptive styles of consumers purchasing health products were surveyed using the Kirton Adaption-Innovation Inventory (KAI). Another survey was conducted to determine the relationship between KAI results and the rate of purchase by female consumers. Results indicated that the three consumer subgroups generated by the KAI differed in terms of level of consumption.

Research, Economics, Cognitive psychology

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The behavior analysis of consumer choice: an introduction to the special issue

Article Abstract:

The article introduces a special issue of research on the behavioral and economic aspects of consumer choice, opening new ways to look at the topic.

United Kingdom, Economic aspects, Consumer preferences

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