Since consumer behaviour is now examined as an entire consumption process that includes pre-consumption and post-consumption issues, exchange theory is no longer relevant to the study of consumer behaviour.

Question

Quizplus · Accepted Answer

While the study of consumer behavior now includes pre-consumption and post-consumption issues, exchange theory is still relevant because it explains the relationship between consumers and marketers in a transactional context. It helps to understand how consumers perceive value and what motivates them to make a purchase, which are important factors in the consumption process. Therefore, exchange theory remains an important perspective in the study of consumer behavior.

Since Consumer Behaviour Is Now Examined as an Entire Consumption