An Exploratory Assessment of Situational Effects in Buyer Behavior
@article{Belk1974AnEA, title={An Exploratory Assessment of Situational Effects in Buyer Behavior}, author={R. Belk}, journal={Journal of Marketing Research}, year={1974}, volume={11}, pages={156 - 163} }
Circumstances, contexts, or situations are often cited but rarely examined as explanations for unpredicted behaviors. This article reports an exploration of the amounts and patterns of variance in selected purchase decisions as a function of consumption and purchase contexts. Results for the two product categories studied reveal sizable situational effects.
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