| Autor: |
Parthasarathi Das, Venugopal Pingali |
| Rok vydání: |
2022 |
| Předmět: |
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| Zdroj: |
Journal of Consumer Marketing. 39:779-799 |
| ISSN: |
0736-3761 |
| DOI: |
10.1108/jcm-08-2020-4046 |
| Popis: |
Purpose The purpose of the study is to propose a framework for understanding the dynamism of the human self-system from evolutionary and socio-psychological perspective. The study aims to help scholars interested to use an evolutionary lens for examining consumer behaviour. Design/methodology/approach Relying on the principle of self-cybernetics, the study proposed a general framework explaining the operating mechanism of human self-system. The proposed framework incorporates the socio-psychological and the evolutionary perspective of the human self-concept. Findings The framework may help consumer scholars to integrate socio-psychological and evolutionary theories to produce novel and testable hypotheses. Originality/value To the best of the authors’ knowledge, this is the first attempt to propose a framework based on the principle of cybernetics to facilitate the use of an evolutionary lens in consumer research. |
| Databáze: |
OpenAIRE |
| Externí odkaz: |
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