A facet metatheoretical approach to advance consume behavior kno

This paper provides an overview of Facet Theory, a systematic
approach to facilitate theory construction, research design, and
data analysis for complex studies. Facet Theory is appropriate to
marketing theories and particularly consumer behavior. In Facet
Theory, the definition of the behavioral domain facilitates the
rationale for hypothesizing structural relationships among variables
employed in a research study. Examples are shown from various
areas to illustrate the methods and results of structural analysis
using Facet Theory data analysis techniques such as Smallest Space
Analysis (SSA), Discrimination Coefficient (DISCO), and Partial
Order Scalogram Analysis (POSA). The use of Facet Theory and
conceptual tools like the "mapping sentence" and "universe of
content," is shown to provide new insights into existing consumer
data. It allows for the diagnosis and discrimination of consumers'
behavioral traits and makes the generalization and replication of
findings easier