MKTG 4P31: Consumer Behaviour

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

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:

Databases can vary in their subject focus, source coverage, and search features. Here is a quick comparison of the key features of each database. Click on a database name to see search tips.

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

For additional tips:

Please consult the following sections from Chapter 2 of the Library's Research Foundations Tutorial for a quick review of the steps in the research process including how to choose keywords, and how to create search statements.

Most Library databases offer a basic search and an advanced search option. For a brief review of the differences, consult the "Find Articles in Databases" module of the Research Foundations Tutorial, which reviews the process of entering keywords and limiting your results:

The next step in this process is to evaluate your search results, and determine if your search statement was too broad, too narrow, or just right. Review the Modify Your Search section of the Research Foundations Tutorial for a brief review of this step.

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).