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This chapter is concerned with more general questions of theory, and Chapter 12 with more general problems of practical applications. The new Chapter 13 on the Dirichlet integrates the findings more fully. The results concerning repeat-buying and multi-brand buying in the earlier parts have been described with little reference to other research into buyer behaviour. General methodological problems of modelbuilding are discussed in the later sections of the chapter- for example, how the various findings in the earlier parts of the book arose, how they inter-relate, and how they help to explain each other. But in $8 11.2 and 11.3 we first comment briefly on the general background of other theoretical and empirical work in this area. Traditionally, the task of understanding consumer behaviour seems to have been approached along two parallel lines, the “practical ” one of collecting facts, and the “academic ” one putting forward theories. These two activities have seldom met. Thus various theories of consume

Year: 2009
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