Introduction: Perspectivism and Other Basic Notions for Understanding the Social Sciences Ethnopsychology Behaviourism Psychoanalytic Psychology Cognitive Psychology Cognitive Neuroscience Microeconomics (Rational Choice Theory) Behavioural Economics Social Psychology Sociology Cultural Anthropology.
This much-needed text clearly explains the importance of understanding how perspectives such as ethnopsychology, psychoanalysis and sociology construct and organize radically different understandings of the consumer. O'Shaughnessy is one of the few scholars in the world today, equipped with the breadth and depth of vision to accomplish this daunting task - and in my view, in this book, he succeeds brilliantly.' - Dr John Desmond, Reader in Management, University of St. Andrews, UK 'Consumer behavior provides a fantastic 'view from manywheres' approach to consumer behavior. The book is a welcome change from more mainstream approaches highlighting a range of fascinating new, established and developed areas, many of which are often overlooked. The text will provide advanced undergraduates, masters and PhD students with an invaluable source of information on this complex and multifaceted area.' - Dr Victoria Wells, Senior Lecturer in Marketing and Director of Full-Time Postgraduate Marketing Programmes, Durham University, UK 'Consumer Behavior is an innovative text that challenges conventional approaches while illuminating murky areas of our discipline. As a refreshing departure from the traditional topic-by-topic structure, O'Shaughnessy proceeds according to a discipline-by-discipline framework that embraces a pluralistic perspectivism, that challenges mainstream thinking, that clarifies difficult concepts, and that illuminates every corner into which he shines the light of his broadly ranging and penetratingly deep scholarship.' - Morris B. Holbrook, W. T. Dillard Professor Emeritus of Marketing, Columbia University, USA 'This is a unique contribution to consumer behaviour. O'Shaughnessy takes the reader through a range of social science literatures, unpacks the key concepts and assumptions embedded in their work, and highlights their limitations in a way that is rigorous, interdisciplinary and understandable. This is a truly thoughtful and reflective contribution to the study of consumer behaviour.' - Professor Mark Tadajewski, Durham University, UK 'O'Shaughnessy has developed a unique way of looking at consumers and consumer research that is informed by the philosophy of science. Here, he lets us share in his panoramic view of the subject. Climbing up the mountain might not be easy but the view is certainly rewarding. You will never look at consumer research the same again'. - Dr Robert Clueley, Lecturer in Marketing, University of Nottingham, UK
JOHN O'SHAUGHNESSY is Professor Emeritus of Business, Columbia University, USA and Formerly Senior Associate, Judge Institute, Cambridge University, UK.
'This much-needed text clearly explains the importance of understanding how perspectives such as ethnopsychology, psychoanalysis and sociology construct and organize radically different understandings of the consumer. O'Shaughnessy is one of the few scholars in the world today, equipped with the breadth and depth of vision to accomplish this daunting task - and in my view, in this book, he succeeds brilliantly.' - Dr John Desmond, Reader in Management, University of St. Andrews, UK 'Consumer behavior provides a fantastic 'view from manywheres' approach to consumer behavior. The book is a welcome change from more mainstream approaches highlighting a range of fascinating new, established and developed areas, many of which are often overlooked. The text will provide advanced undergraduates, masters and PhD students with an invaluable source of information on this complex and multifaceted area.' - Dr Victoria Wells, Senior Lecturer in Marketing and Director of Full-Time Postgraduate Marketing Programmes, Durham University, UK 'Consumer Behavior is an innovative text that challenges conventional approaches while illuminating murky areas of our discipline. As a refreshing departure from the traditional topic-by-topic structure, O'Shaughnessy proceeds according to a discipline-by-discipline framework that embraces a pluralistic perspectivism, that challenges mainstream thinking, that clarifies difficult concepts, and that illuminates every corner into which he shines the light of his broadly ranging and penetratingly deep scholarship.' - Morris B. Holbrook, W. T. Dillard Professor Emeritus of Marketing, Columbia University, USA 'This is a unique contribution to consumer behaviour. O'Shaughnessy takes the reader through a range of social science literatures, unpacks the key concepts and assumptions embedded in their work, and highlights their limitations in a way that is rigorous, interdisciplinary and understandable. This is a truly thoughtful and reflective contribution to the study of consumer behaviour.' - Professor Mark Tadajewski, Durham University, UK 'O'Shaughnessy has developed a unique way of looking at consumers and consumer research that is informed by the philosophy of science. Here, he lets us share in his panoramic view of the subject. Climbing up the mountain might not be easy but the view is certainly rewarding. You will never look at consumer research the same again'. - Dr Robert Clueley, Lecturer in Marketing, University of Nottingham, UK
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