Evaluation of Selected Theories as Applicable to Marketing and Consumer Research

Onigbinde Isaac Oladepo, Ojo James Olanipekun


This article reviewed a number of theories that are applicable to marketing and consumer research. It evaluated the scientific theoretical approach to the verifiability and reliability of the marketing concepts as guards against bias, preservation and prejudice. The article also appraised the applicability of cognitive dissonance, perception, internationalization, schema, social responsibility, innovation – diffusion, social exchange, uses and gratification theories to the analyses in marketing science. The article concluded that the selected theories have predictive power: when outcomes are perceived to be greater, individuals disclose more. The theoretical propositions with the theories are consistent with each other. These theories generate new hypotheses, therefore expanding the range of potential knowledge and organizing existing knowledge.

Keywords: marketing research, marketing science, marketing theories, theoretical foundation.

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