For decades, scholars and practitioners have been frustrated by the very

limited capacity of either psychological or marketing models to predict

individual choices on particular occasions. This paper discusses a theory

which explains the degree to which the extant models omit important influences

that produce varied individual choice behaviour. The focus of this paper is on

the sequences of product purchases. Discretionary actions and activities are

THE THEORETICAL AND APPLIED RELEVANCE OF VARIED BEHAVIOUR

The assumption that consumers make rational, utility-maximizing choices

has played an important role in economic thought. As long as preferences remain

unchanged, the consumer is expected to choose the most preferred of the

available products. Thoughts about consumers\' behaviour towards substitutes

hold a similar position. If a consumer\'s preference for the most preferred

alternative product declines or the product is currently unavailable, the

consumer is expected to choose a close substitute. From the firm\'s strategic

point of view, this means that the marketer of a secondary brand should make

7. Hansen, Flemming. Consumer Choice Behaviour A Cognitive Theory.

levels of each attribute. With this in mind, consider an individual who wants to

may no longer be available, a candidate\'s declining health may encourage voters

them self from the behaviour of undesirable others. Second, the need for

frequently chosen products will contain items that are very different. These

choice levels of the N object\'s attributes to the ideal levels of these

their regular purchase pattern. Notice that the decisions motivated in this way

5. Olson, Jerry, ed. Advertising and Consumer Psychology. New York :

variety or change that occurs to possessions and experiences of others.

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Approximate Word count = 2452
Approximate Pages = 10 (250 words per page double spaced)