The early models of purchasing behaviour were developed in the 1970s, and were informed by research in psychology into the relationship between the individual’s intention to act and their subsequent behaviour (Fishbein & Azjen, 1975).

These models relatively simplistic, suggesting that behaviour was a result of a reasoning process which took internal thought processes and external influences into account. As these models were applied to purchasing decisions and expanded, it became clear that purchasing decisions were only partly rational, and contained a much wider and more complex interaction of influences.
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