Theory in consumer behavior: A status report

This article examines the attitudes of 40 opinion leaders in marketing toward theory in consumer behavior. These individuals exhibited favorable attitudes toward theory in marketing in general. More favorable perceptions of the value of the contributions of theory to consumer behavior existed than for promotion and channels of distribution. In comparison to eight other areas of marketing, the consumer behavior area was perceived as having made the greatest past contribution to marketing thought and the one most likely to make worthwhile future contributions. The sample believed that much future effort was needed in progressing toward a general theory of consumer behavior and that such effort would indeed be forthcoming.