Sociologie Românească, Vol. II, no. 4/2004, pp. 119-132.
Consumatorul și reclama. Teorii și modele comportamentale
Consumers and Advertisement. Theories and Behavioural Models
Marcel Iordache
Abstract (Rezumat în limba engleză): The article presents some of the consumers' behavioral models and theories, in an attempt at outlining different points of view „newer and older” belonging to theorists or practitioners interested in this topic, starting from the basic needs analyzed by Bronislaw Malinowski and Abraham Maslow's pyramid of needs, passing through the antithesis of rational/irrational behavior of Daniel Katz and co., the FCB Dial, the DAGMAR List of questions, and ending with the segmentation of the target groups through the VALS and PRIZM models.