...unds, but also the giving of objects as gifts, has long attracted the attention of sociologists and cultural anthropologists. For scholarly yet high... ...on trialability and then segmenting the market on the basis of fear appeals. (Some British "Think Before You Drink Before You Drive" commercials pull... ...ocial marketer sees the market itself as a mechanism by which transactions occur. Sociologists, among many other social scientists, regard the busin... ...f information accumulated in the area of sociological research on communications. Sociologists have been both eclectic and quick to pick up on the w... ...sts. It is in this area that even closer attention to the traditional concerns of sociologists must be given. IDEAS AND GROUPS: THE NEED FOR GROU... ... actual decision making should be relegated only to administrators (p. 60). Other sociologists have studied conflicts arising from client membershi... ... Ill. : Free Press. Pol1ay, Richard W. 1968. " A Model of Family Decision Making." British Journal of Marketirzg 33, 206-16. Pool, Ithiel De Sola, ...