* The author wishes to express appreciation to J. G. Myers and D. E. Allen who read several drafts of this manuscript and gave very helpful suggestions. Reproduction services were provided by the Institute of Business and Economic Research. Francesco M. Nicosia is Professor, Graduate School of Business Administration, and Director, Consumer Research Program, Survey Research Center, University of California at Berkeley. THE JOURNAL OF CONSUMER AFFAIRS very large number of consumers bargain on a large number of items that tend to be unrelated to transportation per se (e.g. colors of interiors and exteriors, types of radios or air conditioners),' and, more important, many consumers leave without making a purchase if they do not find the exact combination of options they desire.2 Given the importance of the act of purchase, it is useful to ask ourselves what we know about it. T h e very recent publication of a book by Engel, Kollat, and Blackwell offers the opportunity to examine this question and see whether we have answers and, if we do, what kinds of answers and how good they are for the purposes of the consumers, government agencies, and firms in the productive-distributive sectors of the economy,
Journal of Consumer Affairs – Wiley
Published: Jun 1, 1969
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