![]() "Negotiable": people influence one another human behavior is not reducible to individual qualities.Ĥ. "Reflective": people can think - define, interpret, anticipate, plan, assess.ģ. "Perspectival": objects take on the meanings people attribute to them.Ģ. įive premises form the core structure of this theory of action. Those working within this tradition also recognize the conceptual affinity of this approach with "dramaturgical sociology" (Goffman, 1959 1963), "labeling theory" (Becker, 1963 Lemert, 1967), "reality construction theory" (Berger and Luckmann, 1966), "ethno-methodology" (Garfinkel, 1967, and "phenomenological sociology" (Schutz, 1971). This theory of action is fundamentally based in "symbolic interaction." It has its roots in the works of the philosopher George Herbert Mead (1934) and has been most comprehensively and clearly expressed by the sociologist Herbert Blumer (1969). Rather than posit that we need a separate theory for consumer behavior, it is proposed that the study of consumer behavior not only tap into existing notions of human interaction, but that it be used to provide feedback and refinement to an emerging theory of action which is grounded in the day-to-day experiences of the people we study. As abstracted "forms of association" (Simmel, 1950), these processes not only provide much stimulation for research on consumer behavior, but also enable researchers in the area of consumer behavior to actively contribute to an emerging theory of human behavior.Īddressing notions such as recruitment and persuasion, resistance and negotiation, trust and commitment, identities and relationships, this paper locates the study of marketplace exchange within the context of a general theory of action. Following an introduction to the theoretical premises on which an interactionist theory of human behavior is founded, consideration is directed toward the basic ("generic") social processes around which action is developed. In contrast to many "social science" models which rely on the techniques of the natural sciences for gathering and analyzing data on human behavior, this paper outlines a theory of action which builds fundamentally on qualities distinctive to (human) group life. GENERIC SOCIAL PROCESSES: IMPLICATIONS OF A PROCESSUAL THEORY OF ACTION FOR RESEARCH ON MARKETPLACE EXCHANGES Melanie Wallendorf and Paul Anderson, Provo, UT : Association for Consumer Research, Pages: 66-70.Īdvances in Consumer Research VolPages 66-70 Robert Prus (1987) ,"Generic Social Processes: Implications of a Processual Theory of Action For Research on Marketplace Exchanges", in NA - Advances in Consumer Research Volume 14, eds. ![]() ![]() As abstracted "forms of association" (Simmel, 1950), these processes not only provide much stimulation for research on consumer behavior, but also enable researchers in the area of consumer behavior to actively contribute to an emerging theory of human behavior. ABSTRACT - In contrast to many "social science" models which rely on the techniques of the natural sciences for gathering and analyzing data on human behavior, this paper outlines a theory of action which builds fundamentally on qualities distinctive to (human) group life.
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