What is role theory, and how does it help us to understand consumer behavior?

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Consumer Behavior Buying, Having and Being

ISBN: 978-0133450897

11th edition

Authors: Michael R. Solomon

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Question Posted: Jul 10, 2015 06:25 AM

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What is role theory, and how does it help us to understand consumer behavior?

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The perspective of role theory takes the view that much of consumer behavior resembles actions i...View the full answer

Consumer Behavior Buying, Having and Being

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