ABSTRACT
The Behavioral Perspective Model (BPM) is a suite of three models of consumer choice, which address explanation at three levels of exposition: super-personal, personal, and sub-personal. The extensional portrayal of consumer choice (BPM-E) concerns the relation of observed consumer behavior with the environmental stimuli of which it is a function. The functions of BPM-E are, initially, to ascertain and elaborate those facets of consumer behavior that are uniquely amenable to its behaviorist methodology and, subsequently, determine the point where this approach no longer explains, thereby occasioning an intentional interpretation, and the form of such interpretation. The contribution of BPM-E is briefly appraised and its shortcomings in the explanation of some aspects of behavior are noted. BPM-I is introduced as a source of interpretation of consumer action based on appropriate intentional portrayals desires, beliefs, affects, and perceptions. The relationship between affect and contingency is described. This leads to a discussion of the neurophysiological BPM (BPM-N). The conception of neural value provided by BPM-N is an independent measure of valuation which makes it possible to investigate consumer valuation scientifically and to critically appraise the accounts of consumer behavior and action which the other BPM models present.
