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MKTG 4P31: Consumer Behaviour

Sources and strategies for researching consumer behavior topics.

Find Academic Journal Articles

Finding academic research on consumer behaviour (or any other topic of interest) is an iterative process.

1. Select a Database

Research literature on Consumer Behavior is scattered across a number of academic disciplines including marketing and psychology. The following subject-specific Library databases are recommended as starting points for identifying relevant academic research findings on Consumer Behaviour:

2. Create a Search Strategy

Before you begin searching, you should create a search strategy (also known as a search statement) based on your research question, by identifying the keywords and combining them with connectors such as AND.

Topic: Consumer Privacy

Question: Have the advances in technology that have allowed for product personalization come at a cost to consumer privacy?

Sample Search Strategy: Consumers AND Privacy AND technology AND product personalization

Consumer Privacy Search Strategy


For additional tips:

Please consult the Library's digital learning lessons on search strategies, evaluating sources, and more.

3. Run the Search

Most Library databases offer a basic search and an advanced search option. For a brief review of the differences, consult the "Create a Search Strategy" module of the Library's Digital Learning site, which reviews the process of entering keywords and limiting your results:

4. Retrieve articles

Most Library databases contain full text articles (often as PDFs). If you do not see the full text article, look for an option such as "Find Full Text" or "Full Text Online" . Some databases will display the Get It link. This will connect you to the A-Z list of Journals, where you can locate the full text article in another source (such as the journal publisher's own online platform). 

Get It Example