The behavioural perspective model: Consensibility and consensuality

Abstract

Reported are three experimental studies which assess the consensual availability of the interpretive variables of the behavioural perspective model (BPM) of consumer choice. In Study 1, students (N = 39) acting as judges rated 18 consumer behaviour settings according to their relative scope; in Study 2, students (N = 18) acting as judges rated 18 consumer situations according to their respective contingency categories predicted by the model. Study 3 involved a simplification of the procedure tested in the second experiment: two market research executives used simplified descriptions of the consumer situations to allocate them within the BPM contingency matrix. The studies confirm the consensual availability of the variables employed in the model, confirming the relevance of its variables to the interpretation of consumer behaviour in situ. They also permit the comparison of the performances of student and non‐student participants as expert judges for experiments of this kind.

Citation

Foxall, G.R. (1999), "The behavioural perspective model: Consensibility and consensuality", European Journal of Marketing, Vol. 33 No. 5/6, pp. 570-597. https://doi.org/10.1108/03090569910262143