Because consumer behaviour is now examined as an entire consumption process that includes prepurchase and postpurchase issues,exchange theory is no longer relevant to the study of consumer behaviour.

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Exchange theory is still relevant to the study of consumer behaviour as it focuses on the exchange of goods and services between buyers and sellers, which is a crucial aspect of the consumption process. While modern approaches to consumer behaviour also consider pre and post-purchase issues, exchange theory provides a foundation for understanding the basic principles of consumer decision making and transactional relationships.

Because Consumer Behaviour Is Now Examined as an Entire Consumption