Psychological research on the consumer

Date of publication: August 1, 1966

Abstract:

Consumer research appears to me as a crossroads of disciplines in which we cannot favour either of the disciplines in question. Psychological research, then, is only a facet of research which acquires meaning and perspective in a wider context, as research into the social structure is also a facet of the same research which becomes dynamic by discovering the working of general or universal psychological processes at the level of the single individual.

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