These constructs are of significance although each
plays a limited role because consumer behavior is infiuenced
by a variety of factors interacting in complex
ways. Yet few comprehensive models specifying construct
interrelationships [22, 43, 67] have been designed.
A comprehensive literature review [22] reveals that
a very small percentage of consumer research has used
a comprehensive, integrative model. While this is understandable,
given the recency of model development, it
poses certain problems.
How many findings of past research are artifacts of
conceptualizations used? If research had been based on
comprehensive models rather than relatively insular
constructs, how many of the significant and nonsignificant
findings would change because of variables not
included or controlled? This problem will continue to
plague future consumer research efforts, because without
integrative models, how does the researcher know
what variables should be included and controlled?
The severity of what might be called the conceptualization
artifact problem suggests the need for more development,
testing, and revision of comprehensive models.
Are those already developed [22, 43, 67] adequate.