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- Publisher
- Oxford University Press
- Copyright
- © JOURNAL OF CONSUMER RESEARCH
- ISSN
- 0093-5301
- eISSN
- 1537-5277
- DOI
- 10.1086/208627
- Publisher site
- See Article on Publisher Site
Abstract
Abstract This paper suggests that explicit recognition of situational variables can substantially enhance the ability to explain and understand consumer behavioral acts. A definition and description of situations is offered, existing research is summarized, and implications for consumer research are considered. This content is only available as a PDF. Author notes * Russell Belk is Assistant Professor of Business Administration at the University of Illinois. © JOURNAL OF CONSUMER RESEARCH
Journal
Journal of Consumer Research – Oxford University Press
Published: Dec 1, 1975