Abstract
Results of present-day marketing and consumer behavior research suggest that consumer decision-making processes and commodity acquisition patterns differ depending upon a number of variables, including identity of the decisionmakers, nature and type of commodity, perceived need for an item, and the socio-cultural environment. Archaeological research tends to focus on aspects of historical consumer behavior associated with specific commodities and exhibited by particular segments of the population. It is suggested that a general model of consumer behavior, one not linked to any specific commodity or population segment, will serve to place archaeological research in a broader context and permit the future development of consumer behavior models for other types of commodities and population segments.
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Henry, S.L. Consumers, commodities, and choices: A general model of consumer behavior. Hist Arch 25, 3–14 (1991). https://doi.org/10.1007/BF03373511
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DOI: https://doi.org/10.1007/BF03373511