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95' 3, page 46

Lebedev A. N., Bokovikov A. K.
Consumer's economic behavior and the theory of activity

The results of empirical study of consumer's real activity depending on social role are presented. The goods choice is determined not by economical factors (for instance, goods price) but by activity goals. The authors argue that general purposes of a person regardless of activity do not affect real consumer choice. These findings are important for effective marketing and advertising.

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