The Context of Social, Cultural and Consumer Behaviour - Article Review

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The Context of Social, Cultural and Consumer Behaviour
Gordon A. Haaland Summary People often behave differently. And since these behaviours are not identical, they are construed to parallel constructs such as learning, attitudes, influence and reference groups. The author has presented certain levels of analysis that provide for the source for interpreting and recognising the theory of social, cultural and consumer behaviour.

Social behaviour can be appropriately conceptualized through these varying levels of analysis, which at different points of time, have been suggested by several social theorists. The problems encountered at various levels of analysis, has been illustrated by taking the example of the author’s experience of living in Norway for a year. In addition, the experience of being considered a ‘cultural stereotype’ has also been illustrated through the same example. To investigate the causes of such cross-cultural behavioural patters existing in a society that is moving towards rapid industralisation such as Norway and to conduct a research on the changes in the patterns of the interpersonal behaviour, the author has offered 11 propositions in order to address these issues.

These propositions are centered on the varying levels of analysis that was put forth to study the different constructs of social, cultural and consumer behaviour. And the propositions do present a context for the analysis with a special concern for the type of culture that is being taken into consideration.


The article suggests the context for studying the theory and the rationale of social and consumer behaviour. In doing so, the author has identified certain constructs that are perceived to govern social and consumer behaviour. He further suggests levels of analysis that would provide for an understanding into the inter-disciplinary factors of cross-culture and culture-specific behaviour.

When the author cites the reference made by Kuhn (1962) regarding...
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