The particular task of this paper is to posit some direction for resolving the conflict and inconsistency engendered by the specification of multiple theoretical perspectives. Our approach will be to suggest that not all components of consumer behavior, nor all aspects of a social issue are equally amenable to a given theoretical, perspective. Instead, a critical function for the researcher is to match particular problems with appropriate theoretical vantage points --a function which many researchers abdicate due to their faithful allegiance to specific theoretical positions.