Social and Behavioral Sciences Commons^™

Keynote Address: Cognitive, Emotional, And Hard-Core Behaviourism As Theoretical Paradigms For Consumer Behaviour, John R. Rossiter

Faculty of Commerce - Papers (Archive)

When Paula asked me to be the keynote speaker at this conference, I naturally wanted to pick a big, important topic that was relevant to consumer researchers, you, the audience. I am working on three big topics at the moment, between editions of the Rossiter and Percy textbook. One topic is marketing knowledgewhat it is and how we can test it. I have a large ARC grant for that one. A second topic is a new procedure for the measurement of marketing constructs-a replacement for the narrow Churchill procedure that everyone seems to follow. Some of you have seen working …