ABSTRACT
Dozens of consumer behaviour textbooks-every one bearing the stunningly original title, Consumer Behaviour (though not always correctly spelt)—scarcely mention consumers’ behaviour at all. This is not, perhaps, because their authors think consumers’ behaviour irrelevant. It is simply that the prevailing paradigm for consumer research emphasises the alleged pre-behavioural determinants of choice-the procedures theoretically implicated in human information processing which culminate in brand beliefs, brand attitudes and brand purchase intentionsalmost to the exclusion of the observable activities of those who purchase and use, give and receive, accumulate and dispose of social and economic products and services.
