Hazel Kyrk’s A Theory of Consumption, published in 1923, not only revealed the limitations of contemporary consumer theory within economics but also proposed a new, more interdisciplinary approach to consumer research. The book attracted little interest at the time of its publication and was subsequently neglected by marketing specialists. It nevertheless foreshadowed many of the developments and new directions in consumer research that have taken place over the past fifty years and deserves some greater recognition as a pioneering study.
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