Psycho-technology and consumer research

Date of publication: June 15, 1964

Author: Jack G. Field

Abstract:

Psycho-technology derives from the practical needs of modern engineering. Similar needs for similar reasons exist in other parts of modem culture and therefore these needs operate also in marketing and for the consumer. Three implications from psycho-technology are particularly significant for consumer research: the analysis of the consumer in the context of his task and the goal of that task; the allocation of functions between the product and the consumer; and finally, the coercive or regulatory forces of behaviour settings.

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