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Consumer Research for Consumers

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  • Bazerman, Max H

Abstract

This article outlines a consumer-focused approach for the study of consumer behavior. I argue that much of the existing literature, by developing knowledge that focuses on the determinants of consumer purchasing, is implicitly biased toward a marketing perspective of consumer behavior. In contrast, I propose the need for a consumer-focused approach that would advance knowledge aimed at helping consumers make wiser purchases. This approach should address the most important and challenging consumer decisions, describe consumer behavior in a manner that leads to prescriptions, consider the actions of other parties in the marketplace, and identify biases unique to or exacerbated by the consumer context. This article then illustrates what such a consumer-focused approach would imply for consumer research in three areas: negotiations, financial services, and auctions. Copyright 2001 by the University of Chicago.

Suggested Citation

  • Bazerman, Max H, 2001. "Consumer Research for Consumers," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 27(4), pages 499-504, March.
    • Handle: RePEc:oup:jconrs:v:27:y:2001:i:4:p:499-504
    DOI: 10.1086/319624
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    File URL: http://dx.doi.org/10.1086/319624
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    Cited by:

    1. Chong Choi & Tarek Eldomiaty & Sae Kim, 2007. "Consumer Trust, Social Marketing and Ethics of Welfare Exchange," Journal of Business Ethics, Springer, vol. 74(1), pages 17-23, August.
    2. Stephen X. Zhang & Javier Cueto, 2017. "The Study of Bias in Entrepreneurship," Entrepreneurship Theory and Practice, , vol. 41(3), pages 419-454, May.
    3. Bramh Dev Sharma, 2014. "Residential Estate Valuation Index (REVI): A Consumer Perspective," Management and Labour Studies, XLRI Jamshedpur, School of Business Management & Human Resources, vol. 39(3), pages 365-380, August.
    4. Laurent Busca & Laurent Bertrandias, 2020. "A Framework for Digital Marketing Research: Investigating the Four Cultural Eras of Digital Marketing," Post-Print hal-02391063, HAL.
    5. Peter Balsarini & Claire Lambert & Maria M. Ryan & Martin MacCarthy, 2021. "Subjective Knowledge, Perceived Risk, and Information Search when Purchasing a Franchise: A Comparative Exploration from Australia," JRFM, MDPI, vol. 14(8), pages 1-17, July.
    6. Busca, Laurent & Bertrandias, Laurent, 2020. "A Framework for Digital Marketing Research: Investigating the Four Cultural Eras of Digital Marketing," Journal of Interactive Marketing, Elsevier, vol. 49(C), pages 1-19.
    7. Barbara E. Kahn & Mary Frances Luce, 2003. "Understanding High-Stakes Consumer Decisions: Mammography Adherence Following False-Alarm Test Results," Marketing Science, INFORMS, vol. 22(3), pages 393-410, April.
    8. Mateja Kos Koklic & Irena Vida, 2009. "A Strategic Household Purchase: Consumer House Buying Behavior," Managing Global Transitions, University of Primorska, Faculty of Management Koper, vol. 7(1), pages 75-96.

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