Situational Variables and Consumer Behavior
Author(s): Russell W. Belk
Source: The Journal of Consumer Research, Vol. 2, No. 3 (Dec., 1975), pp. 157-164
Published by: The University of Chicago Press
Stable URL: http://www.jstor.org/stable/2489050
Accessed: 01/10/2009 20:14
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RUSSELL W. BELK*
This paper suggests that explicit recognition of situational variables can
substantially enhance the ability to explain and understand consumer
behavioral acts. A definition and description of situations is offered, exist-
ing research is summarized, and implications for consumer research are
Growing recognition of limitations in the ability of
individual consumer characteristics to explain variation
in buyer behavi