-- CHAPTER I: The Origin of Consumer Choice Theory -- 1. Marketing Theory -- 2. Early Consumer Behaviour Research -- 3. Consumer …. Decision Processes -- 3. The Activated Cognitive Structure -- 4. Multi-Attribute Models -- 5. The Theory of Reasoned Action … -- 6. The Theory of Planned Behaviour -- 7. Identifying Choice Criteria -- 8. Non-Compensatory Cognitive Models -- C …