This chapter examines the epistemological status o f a comprehensive model o f purchase and consumption derived from a critique o f behavior analysis. It firs t describes the provenance o f the model's research program. It continues by identifying the complexities with which a behavior-analytical model o f consumer choice contends: verbal behavior and marketing interven­ tions in affluent consumer-orientated economies. Such complexity results in an interpretive account o f consumer behavior. Next; the Behavioral Perspective Model o f purchase and consumption is described and refined. The model's components - the consumer's learning history, the consumer behavior setting, purchase and consumption responses, and their rein­ forcing and punishing consequences - are derived and described. Four operant classes o f consumer behavior, defined by the environmental con­ tingencies controlling them, are identified: Maintenance, Accumulation, Pleasure and Accomplishment. These behavior classes are applied in the interpretation o f broad sequences o f consumer choice: (i) consumer be­ havior is described as a hierarchy o f these operants over the consumer life cycle, exemplified by reference to household saving and financial asset management; (ii) the operant classification is then used to interpret con­ sumer behavior as an evolutionary process, exemplified by the adoption and diffusion o f innovations. Finally, the model is evaluated according to the criteria o f description, delimitation, generation and integration.