The New Economic Theory of Consumer Behavior: An Interpretive Essay

by Brian T. Ratchford
Journal of Consumer Research ()


This paper attempts to summarize and integrate some recent economic theories of consumer behavior based on demand for underlying character- istics of goods. The implications of these theories for research in con- sumer behavior are discussed, and an attempt is made to compare and integrate these theories with recent developments in multi-attribute scaling and atittude models.

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