An argument is presented for incorporating formally and explicitly the study of consumer behavior in the graduate training program. Consumer psychology is defined and its relationships with other branches of psychology are indicated. Illustrative consumer research problems are proposed, including the criteria of advertising and communications effectiveness, the psychological parameters of taste and offensiveness, and investigations dealing with product hierarchies.
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References
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Conference on Graduate Education in Psychology. Sponsored by the Education and Training Board of the American Psychological Association, November 29 to December 7, 1958. Graduate education in psychology.Washington, D. C.: American Psychol. Assn, 1959. (Report to the Miami Beach Conference)
