Consumer Choice by Gordon R. Foxall (auth.)

By Gordon R. Foxall (auth.)

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9 Behavioural learning theory is by no means unknown in marketing and has had a distinct influence on several cognate fields of research. Members of the Yale communications research team, to which reference has been made, derived assumptions 28 CONSUMER CHOICE and hypotheses from such learning theorists as Hull and Doob. Fishbein and Ajzen acknowledge similar influences on their own work, which has had some impact upon consumer research. 5° Nevertheless, the advocacy of a behaviourist paradigm as a means of guiding general marketing and consumer research is innovatory.

48 The ATR model applies to frequently and infrequently purchased products, new and established brands, and brands with stable sales levels as well as those with dynamic sales trends. Its importance in the present argument, however, stems from its emphasis on behaviour (and behavioural change) preceding attitude formation (and attitudinal change). Only after a brand has been purchased and used can conviction and strong desire (to retain the cognitive terminology a little longer) be built and these are the result first and foremost of direct favourable experience with the item, in the absence of which, no amount of'persuasive' advertising will induce the repeat purchasing upon which brand marketing strategies are heavily dependent.

The remainder of this chapter discusses PARADIGMS OF CHOICE 37 in preliminary terms the ways in which these paradigms may be compared and how their usefulness in both management and research depends upon their capacity to elucidate the empirical data which describe consumer choice. A CHOICE OF PARADIGM? The re-establishment of the cognitive paradigm in psychology and its displacement of behaviourism as the prevailing philosophy is now widely recognised by psychologists. Blumenthal speaks of the 'renaissance' of cognitive psychology, 7 l while Neisser, in his text published in 1967, notes that 'A generation ago, a book like this one would have needed at least a chapter of self-defence against the behaviourist position.

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