Scholarly Traditions and European Roots of American Consumer Research

摘要: I want to describe the research traditions and historical roots of field consumer behavior touch upon selected aspects history marketing in last half century. My focus will be on European American as a inquiry, not nor research. beginning point is somewhere 1930s. Prior World War II, professors were trained traditional economics rather than science, behavior, strategy. Good might consist case or perhaps detailed interview with couple middlemen from which an article would emerge functions fulfilled by, say, rack jobbers wholesalers. Consumer term that had yet emerged, consisted Marshall’s utility theory [1920]. Research often some economic theorizing, analyses secondary data, at times, naive attempts experimentation surveys. That situation was soon change.