OMUL CONSUMATOR
HUMANS AS CONSUMERS

Summary/Abstract: A positivist approach to research is characterised by an emphasis on estimating the consumer’s response under precisely defined circumstances.The positivist approach is the conventional method for doing scientific research. This makes many assumptions regarding the object of study, the most significant being: Any activity has identifiable/objective causes and consequences that can be identified and assessed; When confronted with a problem or choice, individuals evaluate all relevant valid information; After processing the information, people make a reasonable judgement about the most valid option. As the social and occupational studies have shown, the most significant shortcoming of this practical method is that a great deal of human behaviour is completely unaccounted for.

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