Mission Creep, Mission Impossible, or Mission of Honor? Consumer Behavior BDT Research in an Internet Age

John G. Lynch

Journal of Marketing Behavior, 2015, vol. 1, issue 1, 37-52

Abstract: Simonson (2015) addresses marketing scholars trained in psychology who focus on behavioral decision theory. He encourages those scholars to shift some attention from traditional BDT topics to analyze substantive issues such as how the Internet changes consumer decision making. I agree with and I expand upon his call to action. I analyze sociology of science forces that I expect to cause those young BDT researchers to be resistant to wise Uncle Itamar’s generally excellent advice.

Keywords: Sociology; of; science (search for similar items in EconPapers)
Date: 2015
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