In the era of hyper specialization, the desire to narrow the scope and methods of each research domain comes as little surprize. However, the study of consumer behaviour is indeed a holistic application of findings and instruments from different disciplines and applied fields of inquiry, but it is also a foundation for the disciplines involved with marketing strategy, "financial planning, organizational behaviour and applied economic analysis. Overall, the paradigms of consumer behaviour analysis and the associated perspectives build up the framework for the evolution or research in this "field. It is therefore essential to understand the importance of using different research instruments to investigate consumers,for there are subsequent disciplines that contributed to the rise of this "field of inquiry.
Only after having gone through a journey spanning the fascinating history of the field are we finally well poised to explain the metaphor that took residence within this paper's title. Let us consider the mechanism of Jacquard weaving and its role: it ubiquitously enables the independent, programmed raising of warps threads in almost any loom, thus making intricate weaves possible. At the end of our trek, it is rather clear that successful consumer behaviour research is an utterly fascinating, unbelievably complex weave that can only be brought into existence by masterful manipulation of the many threads making up the warp of academic research. No more can a scholar hope to understand that which makes consumers “tick” by perusing a uni-dimensional approach, than can a weaver hope to deliver linen damask napery through sew and needle mastery