Author of Why People Buy (OUP 1987)

`This is one of those rare contributions to the marketing literature that deserves the attention of all those involved in the profession ... Reading the book from cover to cover is required ... it will teach us much.'Journal of Macromarketing

• 1: Marketing Management and the Behavioral Sciences 2: Explanation 3: Causal Explanation 4: Causal Temporal Modes of Explanation 5: Teleological Explanation: Goal Ascription, Reasons, and the Rationality Principle 6: Teleological Explanation: Function Ascription 7: Explanatory Systems of Psychology 8: Explanatory Systems of Sociology 9: Emotion: A Multidisciplinary Approach 10: Understanding Consumer Actions Using Social Science Sensitizing Concepts 11: Philosophical Controversies Underlying Explanatory Systems and Methodologies 12: Research Methodology 13: Choosing Explanatory Theory: Recent Controversies in the Philosophy of Science Discussion Questions Name Index Subject Index