This paper examines the development of the subdiscipline of marketing known as "consumer behavior" in spite of marketing's roots in economics, this literature turned away from economics and came to rely more heavily on psychology. This may have resulted from greater congruity between marketing scholars and psychologists with respect to topical interests, purposes and philosophies of science.
This paper examines the development of the subdiscipline of marketing known as "consumer behavior" in spite of marketing's roots in economics, this literature turned away from economics and came to rely more heavily on psychology. This may have resulted from greater congruity between marketing scholars and psychologists with respect to topical interests, purposes and philosophies of science.
This paper examines the development of the subdiscipline of marketing known as "consumer behavior" in spite of marketing's roots in economics, this literature turned away from economics and came to rely more heavily on psychology. This may have resulted from greater congruity between marketing scholars and psychologists with respect to topical interests, purposes and philosophies of science.