1 Department of Marketing and Statistics, Aarhus School of Business, Aarhus BSS, Aarhus University2 MAPP - Centre for Research on Customer Relations in the Food Sector, Aarhus School of Business, Aarhus BSS, Aarhus University3 Department of Management, Aarhus BSS, Aarhus University4 Department of Management, Aarhus BSS, Aarhus University
Beyond attitudes and decision-making
The present state of consumer behavior research is analysed here by Klaus Grunert, of the Aarhus Graduate School of Management, Denmark. Against the background of crisis in the existing research paradigm, he suggests a number of possible new directions in the field, at the same time emphasizing that researh should not be aimed at applying a particular theory, but at answering practical questions.
European Research : the Journal of the European Society for Opinion and Marketing Research, 1988, Vol 16, Issue 3, p. 172-184