An Exploratory Assessment of Situational Effects in Buyer Behavior

  title={An Exploratory Assessment of Situational Effects in Buyer Behavior},
  author={Russell W. Belk},
  journal={Journal of Marketing Research},
  pages={156 - 163}
  • R. Belk
  • Published 1 May 1974
  • Business, Psychology
  • Journal of Marketing Research
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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