Modern Consumer Theory by Kelvin J. Lancaster
A New Approach to Consumer Theory
This book delves into the intricacies of consumer behavior by introducing a novel approach that shifts focus from traditional utility-based models to a more nuanced understanding of consumer preferences. It explores how consumers derive satisfaction not just from goods themselves, but from the attributes and characteristics these goods possess. By dissecting the decision-making process, the book offers a comprehensive framework that integrates various factors influencing consumer choices, thereby providing a richer, more dynamic perspective on how individuals navigate the marketplace.
- Published
- 1966
- Nationality
- American
- Length
- Short
- Pages
- 200-250
- Original Language
- English
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- Alternate Titles
- None
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