An implicit model of consumer behaviour

This paper introduces a new model of consumer behaviour - the Implicit model. The authors claim it provides a breakthrough both in understanding consumer behaviour and in linking qualitative and quantitative behaviour within the same objective framework.

An Implicit Model of Consumer Behaviour

J.Paul Heylenand Barbara Dawson The Heylen Research Centre, Auckland, New Zealand. andPeter Sampson The Infratest Burke European Research Centre, London

Introduction

Market forces are not created by marketing managers, nor advertising agencies, nor the distribution system. Neither are they random forces. Consumer needs, consumer motivations and market dynamics, whether expressed at the micro (consumer) level, or the macro (market) level, are systematic forces. It is the view of the authors that these forces are embodied in the nature and dynamics of human beings, human behaviour and human society....

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