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This book presents a collection of papers by Gordon Foxall charting the development of the behavioural perspective model (BPM) which he devised in the early 1980s and subsequently developed. The model offers a unique behaviour-based theory of consumer choice in relation to circumstances by locating consumer behaviour in the interaction of individual and situation. Presenting a unique view of how consumer behaviour works, what motivates it and what its functions are, Gordon Foxall goes on to apply this knowledge to our understanding of how marketing management itself works, offering an equally novel perspective on what marketing is and what it does. Bringing alive the subject of economic consumption, this seminal volume should be of interest to students and researchers in consumer research.