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1、英文原文ThestudyofconsumerbehaviorAbstractStudyofconsumerbehaviormorethanahundredyearsthehistoryoftheformationofthetwoparadigms-positivismandnon-empiricalstudyofconsumerbehaviorrepresentsthemeaningofthebasicachievements.Positivistparadigmtonon・positivistparadigmshiftrepre
2、sentsashiftconsumerbehaviorresearch,consumerbehaviorresearchisarevolutionarychange.Thisparadigmshift,butalsomakestheassumptionthatconsumerbehaviorresearch,researchmethods,study,basicknowledgeofrelateddisciplines,andmanyborrowedparadigmcompositionhavechangeddramaticall
3、y.Backgroundofthischangingenvironmenttopromotethe20thcentury,80yearsaftertheworldeconomicgrowthandprosperity,theindustrialstructurehasundergonetremendouschanges,purchasingpowerhasbeenanunprecedentedincrease,thepursuitofindividualityandfreedomofconsumersdesiretobecomei
4、ncreasinglyThemoreintense・Keywords:consumerbehavior,positivism,non-empiricalParadigmshiftinconsumerbehaviorresearchreviewprocessResearchonconsumerbehavior,suchasinAdamSmith'sclassicaleconomics•theorybegantotakeshape;Marshallandotherneoclassicaleconomicsintheformationo
5、ftheinitialsystem;the20thcentury,50to60years,consumerbehaviortotheformofanindependentdisciplineseparatefrommarketing.Initshundredyearsofdevelopmenthistory,itsresearchparadigmcanbesummarizedaspositivismandnon・positivismtwo.Moreover,eachparadigmarepregnantwithalargenumb
6、erofresearchperspectives・Positivism,includingrational,behavior,cognition,motivation,socialcharacteristics,attitudesandsituationalperspectives;ratherthanpositivistparadigm,ineludingtheinterpretationandpost-modernismaretwobasicperspectives・Consumerbehaviortheorybyconver
7、tingnon・positivismpositivism'sfundamentalmotivationistochangeconsumerresearchersrationalassumptions.Earlyclassicaleconomicsandneo-classicaleconomicstoconsumerbehaviortheoryprovidestheoreticalsupportfortheoriginal(infact,pre-consumerbehaviorofthemotherisalsobornoutofth
8、eEconomics-Marketing),"economicman"assumptionnaturally"infiltratiorToftheconsumerbehaviorresearch,thisgenrefromtheearlytheor
