Putting consumer behaviour in its place: the Behavioural Perspective Model research programme

Consumer research remains overwhelmingly cognitive in orientation, partly because its apparent underlying philosophical stance usually goes unremarked and unchallenged. In so far as scientific progress relies on the interaction of competing theories, consumer research is impoverished by too great a reliance on a single approach to theory. This paper proposes an alternative to the prevailing 'intentional stance' on which consumer research predominantly rests; the 'contextual stance' eschews the intentionality of the cognitive explanations of consumer choice, substituting for it an account of behaviour determined by its environmental consequences. As a prelude to the interactive debate that these competing stances will hopefully engender, the paper demonstrates that the contextual stance is a viable strategy for consumer research. The contextual strategy leads to an alternative model of consumer choice to those based on social cognitive psychology. It is argued that this model of consumer choice in behavioural perspective provides a thoroughgoing conceptual reinterpretation of consumer behaviour and marketing management as currently envisaged.