Skip to main content

Hull-Spence behavior theory as a paradigm for consumer behavior

Journal Article


Abstract


  • In this paper, which takes a much broader perspective than is now usual, we state the case for the return to a grand, all-encompassing theory of the type that was popular initially in consumer behavior. This theory, a paradigm really, is Hull-Spence Behavior Theory (HSBT). The theory is introduced here in detail with reference to consumer behavior. HSBT is shown to be a very generally applicable theory, not just `middle range', with a rich set of variables that can accommodate the new micro-phenomena toward which our field has gravitated. As a grand theory, HSBT provides the `context' necessary to fully understand, explain, and predict consumer behavior.

Publication Date


  • 2008

Citation


  • Rossiter, J. R. & Foxall, G. R. (2008). Hull-Spence behavior theory as a paradigm for consumer behavior. Marketing Theory: an international review, 8 (2), 123-141.

Number Of Pages


  • 18

Start Page


  • 123

End Page


  • 141

Volume


  • 8

Issue


  • 2

Place Of Publication


  • United Kingdom

Abstract


  • In this paper, which takes a much broader perspective than is now usual, we state the case for the return to a grand, all-encompassing theory of the type that was popular initially in consumer behavior. This theory, a paradigm really, is Hull-Spence Behavior Theory (HSBT). The theory is introduced here in detail with reference to consumer behavior. HSBT is shown to be a very generally applicable theory, not just `middle range', with a rich set of variables that can accommodate the new micro-phenomena toward which our field has gravitated. As a grand theory, HSBT provides the `context' necessary to fully understand, explain, and predict consumer behavior.

Publication Date


  • 2008

Citation


  • Rossiter, J. R. & Foxall, G. R. (2008). Hull-Spence behavior theory as a paradigm for consumer behavior. Marketing Theory: an international review, 8 (2), 123-141.

Number Of Pages


  • 18

Start Page


  • 123

End Page


  • 141

Volume


  • 8

Issue


  • 2

Place Of Publication


  • United Kingdom