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- W1985651500 abstract "Comparative consumer research is one of the neglected areas of marketing and consumer behaviour. This article advocates the importance and contribution of comparative consumer research to the field of consumer behaviour. Following a brief discussion of the “emic”, “etic”, and hybrid approaches to comparative consumer behaviour, the article focuses on the major considerations in the design of comparative consumer studies. It concludes with a brief discussion of the consumer behaviour and marketing areas which can benefit most from a comparative perspective." @default.
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- W1985651500 date "1982-04-01" @default.
- W1985651500 modified "2023-09-28" @default.
- W1985651500 title "Comparative Consumer Research: The Next Frontier?" @default.
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- W1985651500 doi "https://doi.org/10.1108/eb001297" @default.
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