Chapter 20: An Operational Framework for the Study of Consumer Typology and Process

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Chapter 20 of Models of Buyer Behavior

An Operational Framework for the Study of Consumer Typology and Process develops an argument that both individual and group perspectives are important, and the advance of explanatory consumer theory should rest on interdisciplinary perspectives. The text produces an operational framework for use in translating complex interdisciplinary conceptual material into testable and significant questions. The paper concludes that both group and individual perspectives have relevant contributions to consumer knowledge.

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Book Information

Pages: 28
Published: 1974
New Copyright: 2011
ISBN: 9781613110638
Categories:, , , ,
Author:

Author information


John G. Myers John G. Myers

John G. Myers is Professor Emeritus at the Haas School of Business at the University of California at Berkeley. He was formerly the Associate Dean of Academic Affairs and Associate Dean of Curriculum at the same university.

Professor Myers earned his BSF in forestry and commerce from the University of British Columbia, his MBA in business administration from the University of Western Ontario, and his Ph.D. in business administration and marketing from Northwestern University.

Dr. Myers is a member of the American Association for the Advancement of Science, the American Marketing Association, and the Institute of Management Sciences. He has worked as a consultant for several companies and businesses, as well as served as an expert witness.

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