A Control View of the Behaviour of Consumers: Turning the Triangle

Abstract

According to the emission view of behaviour, consumers emit overt responses as a result of a more or less complicated prior process which started in the environment. Explores the consequences of an alternative view – the control perspective of consumer behaviour. Argues that consumer behaviour is a latent, unobservable construct which is hierarchical in nature. The three aspects of behaviour, operation, identification and motivation, form an interrelated behaviour structure. Forumulates implications for research and application.

Citation

Pieters, R. (1993), "A Control View of the Behaviour of Consumers: Turning the Triangle", European Journal of Marketing, Vol. 27 No. 8, pp. 17-27. https://doi.org/10.1108/03090569310042909