Material Source: Consumer behavior research paradigm conversion process
Author: Thomas samuel kuhn
Study of consumer behavior more than a hundred years the history of the formation of the two paradigms - positivism and non-empirical study of consumer behavior represents the meaning of the basic achievements. Positivist paradigm to non-positivist paradigm shift represents a shift consumer behavior research, consumer behavior research is a revolutionary change. This paradigm shift, but also makes the assumption that consumer behavior research, research methods, study, basic knowledge of related disciplines, and many borrowed paradigm composition have changed dramatically. Background of this changing environment to promote the 20th century, 80 years after the world economic growth and prosperity, the industrial structure has undergone tremendous changes, purchasing power has been an unprecedented increase, the pursuit of individuality and freedom of consumers desire to become increasingly The more intense.

消費(fèi)者行為學(xué)研究一百年多的發(fā)展歷史所形成的兩大范式——實(shí)證主義與非實(shí)證義代表著消費(fèi)者行為研究的基本成就。實(shí)證主義范式向非實(shí)證主義范式的轉(zhuǎn)換代表著消費(fèi)者行為模式研究的轉(zhuǎn)向，是消費(fèi)者行為研究的一次革命性變革。這一范式的轉(zhuǎn)向，也使得消費(fèi)者行為研究的假設(shè)前提、研究方法、研究對(duì)象、對(duì)相關(guān)學(xué)科基礎(chǔ)知識(shí)的借用等諸多范式構(gòu)成成分都發(fā)生了巨大變化。推動(dòng)這一轉(zhuǎn)變的環(huán)境背景是20世紀(jì)80年代以后世界各國(guó)社會(huì)經(jīng)濟(jì)持續(xù)增長(zhǎng)與繁榮，產(chǎn)業(yè)結(jié)構(gòu)發(fā)生了巨大的變化，社會(huì)購(gòu)買力得到了空前的提高，消費(fèi)者追求個(gè)性與自由的愿望變得越來(lái)越強(qiáng)烈。
一、消費(fèi)者行為研究范式轉(zhuǎn)換過(guò)程回顧
對(duì)消費(fèi)者行為的研究在亞當(dāng)•斯密等的古典經(jīng)濟(jì)學(xué)理論中已初見(jiàn)端倪；在馬歇爾等新古典經(jīng)濟(jì)學(xué)中形成了初步的體系；20世紀(jì)50~60年代，消費(fèi)者行為學(xué)以獨(dú)立學(xué)科的形式從營(yíng)銷中分離出來(lái)。在其一百多年的發(fā)展歷史中，其研究范式可以歸納為實(shí)證主義與非實(shí)證主義兩種。