Theory Of Varied Consumer Choice Behavior and Its Importance For decades, scholars and practitioners have been frustrated by the very limited capacity of either psychological or marketing models to predict individual choices on particular occasions. This paper discusses a theory which explains the degree to which the extant models omit important influences that produce varied individual choice behaviour. The focus of this paper is on the sequences of product purchases. Discretionary actions and activities are also covered. THE THEORETICAL AND APPLIED RELEVANCE OF VARI