An Interpersonal Orientation to the Study of Consumer Behavior
Open Access
- 1 August 1967
- journal article
- research article
- Published by SAGE Publications in Journal of Marketing Research
- Vol. 4 (3) , 270-278
- https://doi.org/10.1177/002224376700400305
Abstract
An integrated framework for studying interpersonal aspects of consumer decision making is presented. The article describes a scale for measuring a person's interpersonal orientations. A study is reported that examines relationships between these traits and product and media choices.Keywords
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