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Explaining Consumer Behavior and Consumer Action: From Fragmentation to Unit

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Authors
Bagozzi, Richard P.
Issue Date
2006
Publisher
College of Business Administration (경영대학)
Citation
Seoul Journal of Business Vol12(2): 111~143(2006)
Keywords
consumer research; cognitive response; attitude theory; self-regulation
Abstract
This article begins with an analysis of the state of the field of
consumer research and scrutinizes three leading streams of research:
the cognitive response paradigm, attitude theory, and the interpretive
turn. After arguing that the field lacks direction and risks being
overwhelmed by many fragmented additions to knowledge, I propose a
unified approach to consumer research integrating consumer behavior
with consumer action. The underlying theme is that consumers undergo
a fundamental tension between selfhood and sociality, and agency in the
form of self-regulation functions to reconcile the tension, thereby
helping consumers achieve moral balance, integration of personal and
social identity, and personal and social flourishing.
ISSN
1226-9816
Language
English
URI
http://hdl.handle.net/10371/1826
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College of Business Administration/Business School (경영대학/대학원)Dept. of Business Administration (경영학과)Seoul Journal of BusinessSeoul Journal of Business Volume 12, Number 1/2 (2006)
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