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The Missing Link: Surrogate Consumers in the Marketing Chain

The Missing Link: Surrogate Consumers in the Marketing Chain Though consumers commonly are assumed to be actively involved in important purchase decisions, the author proposes that consumers in fact often relinquish control to external experts, or surrogates, in such situations. As a result, the purchase decision is often a joint process over which the end consumer does not necessarily retain primary control. The author conceptualizes the surrogate function as an interface between the flow of market channels and the sequence of stages involved in consumer decision making. The roles played by surrogates at these stages are explored and ramifications for marketing theory, consumer research, and managerial practice are discussed. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Journal of Marketing SAGE

The Missing Link: Surrogate Consumers in the Marketing Chain

Journal of Marketing , Volume 50 (4): 11 – Oct 1, 1986

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References (50)

Publisher
SAGE
Copyright
© 1986 American Marketing Association
ISSN
0022-2429
eISSN
1547-7185
DOI
10.1177/002224298605000406
Publisher site
See Article on Publisher Site

Abstract

Though consumers commonly are assumed to be actively involved in important purchase decisions, the author proposes that consumers in fact often relinquish control to external experts, or surrogates, in such situations. As a result, the purchase decision is often a joint process over which the end consumer does not necessarily retain primary control. The author conceptualizes the surrogate function as an interface between the flow of market channels and the sequence of stages involved in consumer decision making. The roles played by surrogates at these stages are explored and ramifications for marketing theory, consumer research, and managerial practice are discussed.

Journal

Journal of MarketingSAGE

Published: Oct 1, 1986

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