p.5~6
Social psychology's engagement in research on consumer behavior is worthwhile for social psychology as well.
Consumer domain offers a rich field of topics that are inherently interesting to social psychology
Consumer behavior and social behavior overlap to a large extent, and thus studying consumer behavior is a genuine aspect of social psychology.
The consumer behavior is a natural field for studying social behavior is also evident from early work.
Modern societies are consumer societies.
Being a consumer is a social role almost everybody experience quite frequently.
Social psychology cannot exclude the study of consumer behavior.
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