Product, person, and purpose: putting the consumer back into theories of dynamic market behaviour

We propose here a conceptual framework that incorporates a model of individual consumer behaviour into a theory of dynamic market behaviour. We first formalize a set of propositions about consumer behaviour wherein the key concept of an affordance is introduced and conceptual links between product, person and purpose are explicated. These behavioural foundations are then employed in a conceptual framework in which we examine dynamic market behaviour from the point of view of strategic marketing decisions. The framework stresses that exchange relationships between consumers and producers are built out of actions that are adaptive and purposive and that reciprocal influences are created when both buyers and suppliers are guided by their respective considerations of feasibility and desirability. We indicate how many current marketing ideas fit into our framework and we discuss key managerial implications.