Explaining Buyer Behavior - Central Concepts and Philosophy of Science Issues

"Serious readers will find viable and useful fundamentals for understanding and appraising models and other less-structured explanations of buyer behavior....Ideally, all students of marketing, as well as marketing managers, should possess thorough grounding in philosophy and the behavioral sciences; however, frequently time constraints restrict our keeping abreast of developments in those fields as they pertain to marketing. A careful reading of [this book] can do much to close the gap and to serve as a guide for further investigation."--Choice

 

"This is one of those rare contributions to the marketing literature that deserves the attention of all those involved in the profession."--Journal of Macromarketing

 

John O'Shaughnessy is at Graduate School of Business, Columbia University.