The Continuum of Consumer Choice

The Continuum of Consumer Choice provides a novel view of consumer choice based on the temporal horizon of the consumer, giving rise to a spectrum of consumption styes from the everyday to the extreme.

Gordon R. Foxall is Distinguished Research Professor at Cardiff Business School and Visiting Research Professor of Economic Psychology at Reykjavik University. He holds a PhD in industrial economics and business studies (University of Birmingham), a PhD in psychology (Strathclyde University) and a higher doctorate (DSocSc) also from Birmingham. He is the author of 350 refereed papers and chapters and 35 books, and has held visiting positions at the Universities of Oxford, Michigan, Guelph, South Australia, and Durham. He is a Fellow of the Academy of Social Sciences, the British Psychological Society, and the British Academy of Management. His most recent books are Intentional Behaviorism and The Theory of the Marketing Firm.