David Brinberg - Böcker
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Many of the diseases which afflict people in an affluent society like the United States seem to be related to food consumption (e.g., adult-onset diabetes mellitus, hyperlipidemia, and colon cancer). In recent years, the health-related professions have become aware that their exclusive aim of disease treatment must be expanded to include health promotion. Professionals in food and nutrition, health education, social marketing, and psychology, as well as others have become interested in finding ways to promote healthy behaviors such as appropriate food consumption patterns. To modify food-related behavior, knowledge about why people eat what they eat is required. Both biological and sociocultural factors determine people's consumption behavior. This monograph, however, examines only the sociocultural determinants of individuals' food-related behaviors within their zone of biological indifference. The sociocultural variables are divided into two major categories - sociodemographic and psychological. Sociodemographic variables are often called external variables and include income, ethnicity, age, and the like. Psychosocial variables are thought to reflect the individual's internal state, and commonly examined variables include knowledge, beliefs, and attitudes.
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Recent research on joint or dyadic decision making has received renewed attention from behavioral scientists. Dyadic Decision Making presents in a single, integrated volume the conceptual and analytic strategies developed in communications research, marketing, psychology and sociology to investigate joint decision making.
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Methodological advances in consumer behavior are increasing rapidly. We can characterize these advances by work in two logically separate but functionally related areas: (a) the philosophical underpinnings of our methods, and (b) the analytic strategies for examining the phenomena of interest in the field. An important aspect in communicating these advances is the demonstration of their use on focal problems in consumer behavior. Current research strategies and analytic techniques in the field of consumer research reflect the dominant logical empiricist epistemology. The develop ment of new epistemologies (e.g., scientific relativism, hypothetical realism), however, is likely to modify the dominant logical empiricist approach and is also likely to influence the analytic strategies used to conduct research. For instance, with the increased awareness of scientific relativism and hypothet ical realism, greater emphasis is anticipated for idiographic rather than nomo thetic designs, for observational rather than experimental designs, for process rather than static analyses, and for more sophisticated techniques for summariz ing findings across studies. The major theme underlying this volume is that conceptual, analytic, and sub stantive diversity are essential for consumer behavior research to advance. Col lectively, the chapters we present in this volume are a diverse set of perspectives for the study of consumer behavior. This volume is organized into three parts: (1) philosophical orientations toward consumer behavior research, (2) analytic strategies for consumer behavior research, and (3) applications of these orientations and strategies to current research areas.