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Explaining Consumer Behavior and Consumer Action: From Fragmentation to Unit

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Issue Date
2006-12
Publisher
College of Business Administration (경영대학)
Citation
Seoul Journal of Business, Vol.12 No.2, pp. 111-143
Keywords
consumer researchcognitive responseattitude theoryself-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
https://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 Business (SJB)Seoul Journal of Business Volume 12, Number 1/2 (2006)
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