This book provides an expert analysis of the theory of the marketing firm by drawing upon operant psychology, economic theory and marketing to argue that all firms exist in order to market. The authors explore the nature of bilateral interdependence and suggest a framework to analyse the...

Reported are three experimental studies which assess the consensual availability of the interpretive variables of the behavioural perspective model (BPM) of consumer choice. In Study 1, students (N = 39) acting as judges rated 18 consumer behaviour settings according to their relative scope; in...