By Sigmund Wagner
Regardless of a century of in depth study into the human brain, our knowing of ways humans in daily life really make offerings and clear up difficulties is unusually constrained. in the course of the research of eco-friendly, environmentally pleasant shoppers, this ebook examines uncomplicated facets of the operating of the human brain, and recommends a primary re-orientation in regards to the principles and techniques that are utilized in modern cognitive study. It addresses such questions as: How do shoppers boost 'meaning' concerning eco-friendly products? How are such methods subconsciously dependent through definite actions of the mind? How clever and winning are shoppers in assessing the environmentally pleasant attributes of goods in lifestyle? Adopting an interdisciplinary process, drawing on insights from psychology and anthropology in addition to the author's personal in depth box examine, the book’s interdisciplinary framework permits the writer to advance an figuring out of the total cognitive process. Taking a world technique, and incorporating unique, ground-breaking anthropological and cognitive learn, this publication is a needs to learn for complex scholars of buyer behaviour, the sociology of intake and behavioural psychology.
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Extra info for Understanding Green Consumer Behaviour: A Qualitative, Cognitive Approach (Consumer Research and Policy)
Regarding theorizing, a broader, experience-based approach for the research of everyday cognition is called for and, related to that, for empirical research, a ‘naturalistic’ approach is recommended. Since consumer behaviour research modelled itself very closely on the psychological research programme, it has been criticized in the same way as psychological research. Initially, in the early 1970s, consumer behaviour research was expected to examine problems from everyday life, generating relevant advice for the solving of ‘real’ problems.
The choice model is still a rather general research heuristic. In this study it is made more specific, first through the cognitive psychological concept of knowledge structures. Knowledge structures reflect what kind of understanding a person holds. The concept of knowledge structures is closely intertwined with the information processing paradigm: knowledge is developed and applied through information processing. Subsequently, the heuristic reduction of cognition to a purely psychological level and the screening off of experiential and contextual factors is given up.
An organisation, or a society at large (Worsley 1991a:1, Worsley 1991b:9, Dahrendorf 1973:12, 19). The heuristic model of man applied by sociology is the Homo sociologicus. It reduces the complexity of human behaviour to rational sociological terms. The Homo sociologicus is as much an intentionally unrealistic construct (Dahrendorf 1973:7, 76–7) as the related models of man in other social science disciplines, such as the Homo economicus, Homo psychologicus, etc. How the individual behaves within a group and how the group influences individual behaviour is at the centre of sociological research.