Consumers make choices, and we want to understand or even predict them. This is the interest that has driven most of the consumer research we have seen over the decades. Sometimes we can understand choices just by looking at the environment in which they take place, but these cases are rare. So most of the time we believe we have to understand the mental processes leading up to the choice in order to understand it.
Marketing Research, 2003, Vol 15, Issue 2, p. 46-46