Motivation, Cognition, Learning—Basic Factors in Consumer Behavior

  title={Motivation, Cognition, Learning—Basic Factors in Consumer Behavior},
  author={James A. Bayton},
  journal={Journal of Marketing},
  pages={282 - 289}
  • J. A. Bayton
  • Published 1 January 1958
  • Psychology
  • Journal of Marketing
This is a comprehensive application of contemporary psychological theories to the analysis of consumer behavior. Although modern marketing is drawing heavily upon psychology, there is a tendency for the emphasis to become somewhat “one-sided,” as observed in the stress on motivation research. The danger is that concentration upon only one aspect of behavior will obscure other important psychological dimensions necessary to understanding the behavior of consumers. 

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