ABSTRACT
It is unreasonable to expect any one approach or model to be the unqualified or ultimate solution to understanding why consumers do what they do and how they think about purchase alternatives. Model proponents who stress the allencompassing nature of their approach, or model adopters in search of a magic wand, seriously understate the complexity of the substantive issues and minimize the significance of the inevitable tradeoffs that are reflected in any model. Behavior-consumer or otherwise-and the thinking, decision making, and circumstances that shape it require a diversity of approaches to produce valuable and useful insights.
