ABSTRACT
Growth of knowledge in consumer research requires alternative interpretations of consumer choice to the prevailing trait and information-processing models derived from structural psychology. Consumer behavior may be construed as environmentally determined, an evolutionary process in which the replication of patterns of choice is explained by the meta-principle of selection by consequences. The Behavioral Perspective Model of purchase and consumption (BPM) is described and applied to the communication of innovations. The role of interpretation in consumer research is discussed.
