A Control View of the Behaviour of Consumers: Turning the Triangle

According to the emission view of behaviour, consumers emit overt responses as a result of a more or less complicated prior process which started in the environment. Explores the consequences of an alternative view – the control perspective of consumer behaviour. Argues that consumer behaviour is a latent, unobservable construct which is hierarchical in nature. The three aspects of behaviour, operation, identification and motivation, form an interrelated behaviour structure. Forumulates implications for research and application.