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Hull-Spence Behavior Theory as a paradigm for consumer behavior

Rossiter, John R. and Foxall, Gordon Robert ORCID: 2008. Hull-Spence Behavior Theory as a paradigm for consumer behavior. Marketing Theory 8 (2) , pp. 123-141. 10.1177/1470593108089201

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In this paper, which takes a much broader perspective than is now usual, we state the case for the return to a grand, all-encompassing theory of the type that was popular initially in consumer behavior. This theory, a paradigm really, is Hull-Spence Behavior Theory (HSBT). The theory is introduced here in detail with reference to consumer behavior. HSBT is shown to be a very generally applicable theory, not just `middle range', with a rich set of variables that can accommodate the new micro-phenomena toward which our field has gravitated. As a grand theory, HSBT provides the `context' necessary to fully understand, explain, and predict consumer behavior.

Item Type: Article
Date Type: Publication
Status: Published
Schools: Business (Including Economics)
Subjects: G Geography. Anthropology. Recreation > GV Recreation Leisure
H Social Sciences > H Social Sciences (General)
H Social Sciences > HB Economic Theory
H Social Sciences > HF Commerce
Uncontrolled Keywords: Behavioral output variables ; Hull-Spence Behavior Theory (HSBT); Major intervening variables ; Performance equations ; Supplementary intervening variables.
Publisher: Sage
ISSN: 1470-5931
Last Modified: 19 Oct 2022 08:44

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