This paper traces the development of the subdiscipline of
marketing known as "consumer behavior" and its literature
which grew during the 1950s and 1960s and at an increasing
rate during the 1970s. In spite of marketing's roots in
economics, it came to rely more heavily on psychology as
a source for conceptual borrowing. It is suggested that this
may have resulted from greater congruity between marketing
scholars and psychologists with respect to research purposes
and philosophies of science.
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