economic man
Definition:
A model of buyer behaviour which assumes that buying decisions are the result of rational and conscious economic calculations designed to maximise the buyer's satisfaction. See MARSHALLIAN ECONOMIC MODEL.
Cross-References:
[Marshallian economic model]
Links:
Figures:
© Westburn Publishers Ltd 2002, The Westburn Dictionary of Marketing edited by Michael J Baker, ISBN 978-0-946433-01-8. www.themarketingdictionary.com. Entry: [Michael J. Baker], [1998].