Consumer Behavior Schiffman.pdf: Enhance Your Marketing Skills with Consumer Behavior

This paper develops a conceptual framework to (1) define functional/dysfunctional consumer behavior based on the medical concept of clinical adjustment and (2) classifies functional/dysfunctional consumer behaviors based on risk perception/risk reduction theory. A dvsfunctional consumer behavior is conceptualized as a significant and negative deviation from the norm along a specific behavior dimension involving risk reduction. The concept of dysfunctional consumer behavior is operationalized as a z-formula in which a particular consumer score along a risk dimension is compared with the norm. The norm of the risk dimension is obtained from a large sample of consumers, and specification of the directionality of the scores (functional versus dysfunctional) is obtained from a sample of "educated" consumers. Public policy implications are discussed in the context of minority consumers.

Consumer Behavior Schiffman.pdf

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