An Exploratory Assessment of Situational Effects in Buyer Behavior
@article{Belk1974AnEA,
title={An Exploratory Assessment of Situational Effects in Buyer Behavior},
author={Russell W. 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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