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Explaining Consumer Behavior and Consumer Action: From Fragmentation to Unit

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dc.contributor.authorBagozzi, Richard P.-
dc.date.accessioned2009-03-04T05:02:39Z-
dc.date.available2009-03-04T05:02:39Z-
dc.date.issued2006-
dc.identifier.citationSeoul Journal of Business Vol12(2): 111~143(2006)en
dc.identifier.issn1226-9816-
dc.identifier.urihttp://hdl.handle.net/10371/1826-
dc.description.abstractThis 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.
en
dc.language.isoenen
dc.publisherCollege of Business Administration (경영대학)en
dc.subjectconsumer researchen
dc.subjectcognitive responseen
dc.subjectattitude theoryen
dc.subjectself-regulationen
dc.titleExplaining Consumer Behavior and Consumer Action: From Fragmentation to Uniten
dc.typeSNU Journalen
Appears in Collections:
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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