Cercetarea psihologică în studiul comportamentului consumatorului
Keywords:
advertising, psychologyAbstract
În cei 70 de ani de existenţă (sau chiar mai bine), psihologia a ajuns la un rafinament teoretic deosebit: o multitudine de concepte bine închegate, rotunde, operaţionalizate într-o multitudine de modalităţi, susţinute de cercetări empirice care le demonstrează validitatea; relaţii între aceste concepte, teoretizate coerent, şi bine susţinute şi ele de studii; în plus o cohortă de instrumente de măsurare, unele extrem de populare şi de „dedicate”, ivite din operaţionalizările teoretice menţionate anterior, şi considerate deja drept standarde imuabile. O privire superficială ne-ar face să considerăm că psihologia „stă bine”, în principiu drumul ce trebuie urmat în viitoarele sale explorări a fost fixat şi nu sunt multe lucruri ce mai pot fi făcute.
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