Consumer behavior: a quadrennium.
Consumer behavior continued to attract additional researchers and publication outlets from 1993 through 1996. Both general interest and domain-specific scholarly contributions are discussed, along with limitations and suggested areas for future research. A concluding section observes that the integrity of consumer research is unnecessarily compromised by the failure of the major scholarly association in the field to develop and adopt a code of researcher ethics.
Jacoby
J
J
Marketing Department, New York University, New York, NY 10012, USA. jjacoby@rnd.stern.nyu.edu
Johar
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GV
Morrin
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