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- Title
The Missing Link: Surrogate Consumers in the Marketing Chain.
- Authors
Solomon, Michael A.
- Abstract
Though consumers commonly are assumed to be actively involved in important purchase decisions, the author proposes that consumers in fact often relinquish control to external experts, or surrogates, in such situations. As a result, the purchase decision is often a joint process over which the end consumer does not necessarily retain primary control. The author conceptualizes the surrogate function as an interface between the flow of market channels and the sequence of stages involved in consumer decision making. The roles played by surrogates at these stages are explored and ramifications for marketing theory, consumer research, and managerial practice are discussed.
- Subjects
PERSONAL shoppers; CONSUMER behavior research; PURCHASING; MARKETING research; DECISION making; CONSUMPTION (Economics) &; psychology; MARKETING management; CONSUMER research; SHOPPING; PSYCHOLOGY
- Publication
Journal of Marketing, 1986, Vol 50, Issue 4, p208
- ISSN
0022-2429
- Publication type
Article
- DOI
10.1177/002224298605000406