Reflections on Business

Sociologists studying economic institutions have been interested mainly in the relations between the factory worker and his immediate supperior. Other social aspects of economic institutions have been neglected, although they provide sociological data and problems. This survey illustrates that studies of buying behavior contribute to an understanding of social stratification, reference groups, and, in general, the relation between individual disposition and social environment. A paradigm for the empirical study of action derived from the decisions of consumers is applicable to business managers. Here the available literature is mainly suggestion for further research.