Journal of the Academy of Marketing Science

, Volume 2, Issue 4, pp 539–552 | Cite as

Product classification and the theory of consumer behavior

  • Henry Assael


Product classifications have been used as a normative framework to generalize product characteristics and market responses. To be more useful in guiding marketing strategy, classification schemes should incorporate the characteristics of the consumer's decision process. This article attempts to establish the link between product classification and consumer decision theory by demonstrating a direct association between Copeland's well-known convenience-shopping goods typology and the Howard-Sheth model of consumer decision-making.


Marketing Characteristic Personal Selling Stimulus Ambiguity Consumer Decision Process Channel Conflict 
These keywords were added by machine and not by the authors. This process is experimental and the keywords may be updated as the learning algorithm improves.


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Copyright information

© The Academy of Marketing Science 1974

Authors and Affiliations

  • Henry Assael
    • 1
  1. 1.New York UniversityNew YorkUSA

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