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Why do consumers behave as they do? Why do some make consistent, predictable, and rational choices among competing products while others demonstrate inconsistent, unpredictable, and irrational purchasing patterns? Why do some people and not others become compulsive shoppers? The answers lie in the individual's personality organization. Albanese has formulated an operational approach to the organization of the personality of an individual from psychoanalytic object relations theory combined with an interpersonal theory of the personality.
He relates this to the neoclassical theory of the consumer. The results are encapsulated in the Personality Continuum, an integrative framework drawing on the disciplines of economics, sociology, psychology, and anthropology. This multidisciplinary conceptual construct does not exclude any approach to the study of consumer behavior, and will therefore be of interest to scholars and practitioners in all of these fields, as well as in marketing.
List of contents
Preface
Inside Economic ManIntroduction
Personality In Behavioral Economics, Marketing, Trait Theory in Psychology, and Organizational Behavior
Shrinking Economic Man
Individual Pursuit of Self Interest and the Social Basis of Individual Behavior
The Historical Misinterpretation of Adam Smith's Exquisite View of Human Nature
Object Relations Theory of PersonalitySuperego and the Origins of Object Relations Theory
The Crossroads
Normal Personality Development
The Normal Consumer: Rational Economic Man, Mutatis Mutandis
The Basic Fault: Failure to Achieve the Integration of Whole Object Relations
Comparative Analysis of Personality OrganizationsW. R. D. Fairbairn, The Schizoid Personality Organization, and British Object Relations Theory
Otto F. Kernberg, The Borderline Personality Organization, and American Object Relations Theory
Portrait of the Narcissistic Personality Organizations
An Expanded Comparative Analysis of Personality Organizations
Toward a Human Understanding of Consumer BehaviorThe Dark Side of Consumer Behavior
Expanded Economic Analysis of Consumer Behavior
Relentless Individual Pursuit of Self Interest in America
Epilogue
References
Index
About the author
PAUL J. ALBANESE is assistant professor of marketing at the School of Business Administration, University of Michigan, Ann Arbor, and was an assistant professor economics at Middlebury College from 1983 to 1988.
Summary
Albanese has formulated an operational approach to the organization of the personality of an individual from psychoanalytic object relations theory combined with an interpersonal theory of the personality. He relates this to the neoclassical theory of the consumer.
