Integrative Models of Consumer Behavior: A Theoretical Review

Abstract

The most debated topic in the area of Marketing is consumer behavior. There is a growing interest in this issue because the mercantilist perspective, with a focus on transaction, is giving way to what is called Relationship Marketing, whose orientation is the maintenance of long-term consumers. It is proposed that with this study, the preparation of a review of the key integrative models of consumer behavior provide a critical reflection of its main basis and its evolution.