Does society any longer influence behaviour?

This article examines the appropriate balance between two contrasting modes of understanding and predicting personal behaviour.

Does society any longer influence behaviour?

Richard Webber

Origins Info and Visiting Professor, King's College

When invited to contribute a paper to the MRS Census User Group conference on 5 November, I felt it would be interesting to lead a discussion on the appropriate balance between two contrasting modes of understanding and predicting personal behaviour.

When older marketers and market researchers entered their professions the prevailing assumption was that most significant differences in consumer attitudes and behaviours could be understood in terms of the cultural and social influences to which consumers and citizens were exposed. Citizens and consumers identified...

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