Quiñones, R., Hayes, L. J., & Hayes, S. C. (2000). On the benefits of collaboration: Consumer psychology, behavioral economics, and Relational Frame Theory. Managerial and Decision Economics, 21, 159-165.
Consumer behavior is a pervasive feature of the human circumstance, and its study has long been pursued by behaviorally oriented psychologists, among whom may be counted John B. Watson. Relatively few behaviorists have addressed these issues, however, with the result that the field of consumer behavior is crippled by dualistic propositions and weak methodologies (Foxall, G.R. 1992. The consumer situation: an integrative model for research in marketing. Journal of Marketing Management 8: 383-404; 1998. Radical behaviorist interpretation: generating and evaluating an account of consumer behavior. The Behavior Analyst 21: 321-354). As such, the field is ready for a reformulation of its basic premises and the adoption of more rigorous, experimental procedures.