Abstract

Consumer psychologists now have a wide array of tools for studying the behavior of individuals in the marketplace. Attitudes, opinions, and activities are monitored on a regular basis by a large number of research organizations. Within the past half dozen years it has even become possible to merge all of those data at the level of the individual household. The result is a powerful tool for the analysis of consumer behavior. Such powerful tools for observation and analysis are the dream of many social scientists and they certainly provide important and useful information for scholars, commercial organizations, and government regulators. Yet, for all the power offered by these research tools and data sources consumer psychologists still find the answer to the "why" question elusive. 2012 APA, all rights reserved)