HISTORY OF CONSUMER BEHAVIOR: A MARKETING PERSPECTIVE
Jagdish N Sheth, University of Southern California
This paper attempts to demonstrate that history of consumer behavior with respect to research methodology, substantive knowledge, and the influence of external disciplines has been highly intertwined with the history of marketing thought. It describes tire classical schools, tire managerial schools and the behavioral schools of marketing and examines their influence in shaping consumer behavior. Finally, it attempts to forecast the new emerging trends in consumer behavior as a consequence of the emerging adaptive marketing school of thought.
History of consumer behavior seems to be highly intertwined with the history of marketing thought. The purpose of this paper is to trace the historical dependence and allegiance of consumer behavior on the discipline and practice of marketing. It then attempts to - forecast emerging trends in consumer behavior research and theory as a consequence of new and emerging schools of marketing thought.
Over the years, marketing has shifted its reliance on other disciplines as well as its focus of understanding. for example, the classical schools of marketing thought relied on the social sciences such as economics, sociology and anthropology and focused oil aggregate market behavior. This gave way to the managerial schools of marketing thought in which tire focus of attention and understanding shifted to the individual customers while social sciences disciplines continued to dominate marketing thinking. Eventually, marketing kept its focus on individual customers but began to borrow more and more from the behavioral sciences. This resulted in what I will call as the behavioral schools of marketing thought. More recently , marketing has begun to shift its attention away from the...