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1、Appendix：ConsumerbehaviorresearchparadigmconversionprocessAuthor:ThomassamuelkuhnStudyofconsumerbehaviormorethanahundredyearsthehistoryoftheformationofthetwoparadigms-positivismandnon-empiricalstudyofconsumerbehaviorrepresentsthemeaningofthebasicachievements.Positivistparadigmtonon-posit
2、ivistparadigmshiftrepresentsashiftconsumerbehaviorresearch,consumerbehaviorresearchisarevolutionarychange.Thisparadigmshift,butalsomakestheassumptionthatconsumerbehaviorresearch,researchmethods,study,basicknowledgeofrelateddisciplines,andmanyborrowedparadigmcompositionhavechangeddramatic
3、ally.Backgroundofthischangingenvironmenttopromotethe20thcentury,80yearsaftertheworldeconomicgrowthandprosperity,theindustrialstructurehasundergonetremendouschanges,purchasingpowerhasbeenanunprecedentedincrease,thepursuitofindividualityandfreedomofconsumersdesiretobecomeincreasinglyThemor
4、eintense.1ParadigmshiftinconsumerbehaviorresearchreviewprocessResearchonconsumerbehavior,suchasinAdamSmith'sclassicaleconomics•theorybegantotakeshape;Marshallandotherneoclassicaleconomicsintheformationoftheinitialsystem;the20thcentury,50to60years,consumerbehaviortotheformofanindependentd
5、isciplineseparatefrommarketing.Initshundredyearsofdevelopmenthistory,itsresearchparadigmcanbesummarizedaspositivismandnon-positivismtwo.Moreover,eachparadigmarepregnantwithalargenumberofresearchperspectives.Positivism,includingrational,behavior,cognition,motivation,socialcharacteristics,
6、attitudesandsituationalperspectives;ratherthanpositivistparadigm,includingtheinterpretationandpost-modernismaretwobasicperspectives.Consumerbehaviortheorybyconvertingnon-positivismpositivism'sfundamentalmotivationistochangeconsumerresearchersrationalassumptions.Earlyclassicaleconomicsand
7、neo-classicaleconomicstoconsumerbehaviortheoryprovidestheoreticalsupportfortheoriginal(infact,pre-consumerbehaviorofthemotherisalsobornoutoftheEconomics--Marketing),"economicman"assumptionnaturally"infiltration"oftheconsumerbehaviorresearch,thisgenrefromtheearlytheoryofco
