J. A. Lunn

Mr. J. A. Lunn was the Chair of the Market Research Society in the 1980s. He also co-authored several works in the field of marketing.

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Models Of Buyer Behavior

Chapter 3: Consumer Decision-Process Models

Chapter 3 of Models of Buyer Behavior

Consumer Decision-Process Models reviews the current position in buyer behavior theory, focusing in particular on an approach involving the consumer decision process. The chapter provides an overview of the growing interest in theory, three main approaches, as well as the attitude-behavior issue. Finally, the text details the use of theory in day-to-day problem solving and basic market research.