市场营销-消费者行为研究范式转换过程大学毕业论文外文文献翻译及原文.doc

毕 业 设 计（论文） 外 文 文 献 翻 译 文献、资料中文题目：消费者行为研究范式转换过程 文献、资料英文题目： 文献、资料来源： 文献、资料发表（出版）日期： 院 （部）： 专 业： 班 级： 姓 名： 学 号： 指导教师： 翻译日期： 2017.02.14 外文文献译文 资料来源 作者：Material Source: Consumer behavior research paradigm conversion process Author: Thomas samuel kuhn Study of consumer behavior more than a hundred years the history of the formation of the two paradigms - positivism and non-empirical study of consumer behavior represents the meaning of the basic achievements. Positivist paradigm to non-positivist paradigm shift represents a shift consumer behavior research, consumer behavior research is a revolutionary change. This paradigm shift, but also makes the assumption that consumer behavior research, research methods, study, basic knowledge of related disciplines, and many borrowed paradigm composition have changed dramatically. Background of this changing environment to promote the 20th century, 80 years after the world economic growth and prosperity, the industrial structure has undergone tremendous changes, purchasing power has been an unprecedented increase, the pursuit of individuality and freedom of consumers desire to become increasingly The more intense. The first, Paradigm shift in consumer behavior research review process Research on consumer behavior, such as in Adam Smiths classical economics ? theory began to take shape; Marshall and other neoclassical economics in the formation of the initial system; the 20th century, 50 to 60 years, consumer behavior to the form of an independent discipline separate from marketing. In its hundred years of development history, its research paradigm can be summarized as positivism and non-positivism two. Moreover, each paradigm are pregnant with a large number of research perspectives. Positivism, including rational, behavior, cognition, motivation, social characteristics, attitudes and situational perspectives; rather than positivist paradigm, including