This volume provides the fundamentals needed to understand the various explanatory systems and methodologies used in the behavior sciences and to evaluate their findings in particular the literature and findings on buyer behavior. In clear prose the author discusses the key issues in modern philosophy psychology and sociology and their relevance for the student of marketing and buyer behavior. O Shaughnessy exploits insights from many disciplines as to the many ways to derive understanding of behavioral phenomena making it accessible not only to academics and students of marketing but to professionals as well.