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Motivational research and psychological research are not identical. The author believes that failure to differentiate between motivational research and psychological research has been largely responsible for failure to make greater progress in consumer research. This is because a systematic model for the psychological study of the consumer has not been developed. Dr. Woods examines the interrelationships of a number of psychological variables. He explains the differences between the “person” variables and the “product” variables in the study of consumer behavior.
Walter A. Woods (Fri,) studied this question.