Access

You are not currently logged in.

Access your personal account or get JSTOR access through your library or other institution:

login

Log in to your personal account or through your institution.

The Poverty of Economic Explanations of Consumption and an Action Theory Alternative

Richard P. Bagozzi
Managerial and Decision Economics
Vol. 21, No. 3/4, The Behavioural Economics of Consumption (Apr. - Jun., 2000), pp. 95-109
Published by: Wiley
Stable URL: http://www.jstor.org/stable/3108168
Page Count: 15
  • Download ($42.00)
  • Subscribe ($19.50)
  • Cite this Item
The Poverty of Economic Explanations of Consumption and an Action Theory Alternative
Preview not available

Abstract

The purpose of this essay is to critique economic conceptualizations of consumer behaviour and explanations of consumer choice, and to propose an alternative rooted in the philosophy of mind and action, as well as in nascent social psychological and marketing models of purposive behaviour. It is claimed that economic theory harbours ideological and methodological biases in how consumer behaviour is conceived and obscures understanding of the many decision processes constituting consumer behaviour and its causes and effects. A novel multistage model is proposed to account for consumer goal achievement/goal failure, where goal outcomes are hypothesized to be joint functions of consumer actions and physical, social, or other environmental forces. Consumer action, in turn, is proposed to begin with reasoning processes (subject to nonconscious biases found in neural operations), to undergo appraisals of anticipated goal outcomes, which are experienced as positive and negative emotions, to involve a subsequent integrative stage of desire production, where reasoning, emotional, and social processes are integrated and transformed into a decision to act or not, and finally to encompass additional affective and reasoning processes that are initiated in a stage termed, 'trying to consume', wherein decisions are planned and implemented, and goal-directed behaviours activated.

Page Thumbnails

  • Thumbnail: Page 
[95]
    [95]
  • Thumbnail: Page 
96
    96
  • Thumbnail: Page 
97
    97
  • Thumbnail: Page 
98
    98
  • Thumbnail: Page 
99
    99
  • Thumbnail: Page 
100
    100
  • Thumbnail: Page 
101
    101
  • Thumbnail: Page 
102
    102
  • Thumbnail: Page 
103
    103
  • Thumbnail: Page 
104
    104
  • Thumbnail: Page 
105
    105
  • Thumbnail: Page 
106
    106
  • Thumbnail: Page 
107
    107
  • Thumbnail: Page 
108
    108
  • Thumbnail: Page 
109
    109