Placing Wroe Alderson's contributions to buyer behavior in historical perspective

Abstract

Purpose

The purpose of this paper is to present the contributions of Wroe Alderson to the buyer behavior literature from an historical perspective. His views of the consumer in the 1950s revolutionized the way we now teach and do research in this domain of marketing.

Design/methodology/approach

This research relied heavily on Alderson's own published work and the work of others familiar with his work. The historical research tradition of document interpretation was employed and personal interviews were conducted.

Findings

The findings revealed that Alderson contributed much to buyer behavior thought than is generally believed. This eminent theorist – practitioner was ahead of his time in his conceptualization of the consumer/household purchasing agent as an information processor and a problem solver in the behavioral process of buying and consuming.

Originality/value

A detailed account of Alderson's contributions to the then emerging science of consumer behavior is unique especially in the context of thought contributions originating from other sciences.

Citation

Tamilia, R.D. (2007), "Placing Wroe Alderson's contributions to buyer behavior in historical perspective", European Business Review, Vol. 19 No. 6, pp. 468-494. https://doi.org/10.1108/09555340710830118