Abstract
AbstractClassic behaviorist and cognitivist approaches to consumer research are based on very different assumptions concerning the nature of the cognitive processes that drive consumption. Classic behaviorist research assumes that the underlying cognitive processes are extremely complex, and the effort to model them is not likely to lead to useful insights. In contrast, classic cognitivist research assumes that the underlying cognitive processes can be precisely captured with simple cognitive models. The current paper highlights the value of a middle ground. This middle ground favors the assumption that while the underlying processes are highly complex, their impact can be approximated with prediction‐oriented cognitive models. The potential of this approach is illustrated with a review of previous research demonstrating how a simple prediction‐oriented model can shed light on four interesting consumption puzzles: Buying and not using, the backfiring of certain safety devices, too much and insufficient checking, and underconsumption and overconsumption.
Talk to us
Join us for a 30 min session where you can share your feedback and ask us any queries you have
Disclaimer: All third-party content on this website/platform is and will remain the property of their respective owners and is provided on "as is" basis without any warranties, express or implied. Use of third-party content does not indicate any affiliation, sponsorship with or endorsement by them. Any references to third-party content is to identify the corresponding services and shall be considered fair use under The CopyrightLaw.