![]() As abstracted "forms of association" (Simmel, 1950), these processes not only provide much stimulation for research on consumer behavior, but also enable researchers in the area of consumer behavior to actively contribute to an emerging theory of human behavior.Īddressing notions such as recruitment and persuasion, resistance and negotiation, trust and commitment, identities and relationships, this paper locates the study of marketplace exchange within the context of a general theory of action. ![]() Following an introduction to the theoretical premises on which an interactionist theory of human behavior is founded, consideration is directed toward the basic ("generic") social processes around which action is developed. In contrast to many "social science" models which rely on the techniques of the natural sciences for gathering and analyzing data on human behavior, this paper outlines a theory of action which builds fundamentally on qualities distinctive to (human) group life. GENERIC SOCIAL PROCESSES: IMPLICATIONS OF A PROCESSUAL THEORY OF ACTION FOR RESEARCH ON MARKETPLACE EXCHANGES Melanie Wallendorf and Paul Anderson, Provo, UT : Association for Consumer Research, Pages: 66-70.Īdvances in Consumer Research VolPages 66-70 Robert Prus (1987) ,"Generic Social Processes: Implications of a Processual Theory of Action For Research on Marketplace Exchanges", in NA - Advances in Consumer Research Volume 14, eds. As abstracted "forms of association" (Simmel, 1950), these processes not only provide much stimulation for research on consumer behavior, but also enable researchers in the area of consumer behavior to actively contribute to an emerging theory of human behavior. ![]() ABSTRACT - In contrast to many "social science" models which rely on the techniques of the natural sciences for gathering and analyzing data on human behavior, this paper outlines a theory of action which builds fundamentally on qualities distinctive to (human) group life.
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