S-Space College of Business Administration/Business School (경영대학/대학원) Dept. of Business Administration (경영학과) Seoul Journal of Business (SJB) Seoul Journal of Business Volume 12, Number 1/2 (2006)
Explaining Consumer Behavior and Consumer Action: From Fragmentation to Unit
- Bagozzi, Richard P.
- Issue Date
- Seoul Journal of Business, Vol.12 No.2, pp. 111-143
- 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.