Comparative Consumer Research: The Next Frontier?
Abstract
Comparative consumer research is one of the neglected areas of marketing and consumer behaviour. This article advocates the importance and contribution of comparative consumer research to the field of consumer behaviour. Following a brief discussion of the “emic”, “etic”, and hybrid approaches to comparative consumer behaviour, the article focuses on the major considerations in the design of comparative consumer studies. It concludes with a brief discussion of the consumer behaviour and marketing areas which can benefit most from a comparative perspective.
Citation
Wind, Y. and Douglas, S.P. (1982), "Comparative Consumer Research: The Next Frontier?", Management Decision, Vol. 20 No. 4, pp. 24-35. https://doi.org/10.1108/eb001297
Publisher
:MCB UP Ltd
Copyright © 1982, MCB UP Limited