Comparative Consumer Research: The Next Frontier?
Comparative consumer research is one of the neglected areas of marketing and consumer behaviour. This article advocates the importance and contribution of comparative consumer research to the field of consumer behaviour. Following a brief discussion of the “emic”, “etic”, and hybrid approaches to comparative consumer behaviour, the article focuses on the major considerations in the design of comparative consumer studies. It concludes with a brief discussion of the consumer behaviour and marketing areas which can benefit most from a comparative perspective.
Year of publication: |
1982
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Authors: | Wind, Yoram ; Douglas, Susan P. |
Published in: |
Management Decision. - MCB UP Ltd, ISSN 1758-6070, ZDB-ID 2023018-7. - Vol. 20.1982, 4, p. 24-35
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Publisher: |
MCB UP Ltd |
Saved in:
Online Resource
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