In this paper, which takes a much broader perspective than is now usual, we state the case for the return to a grand, all-encompassing theory of the type that was popular initially in consumer behavior. This theory, a paradigm really, is Hull-Spence Behavior Theory (HSBT). The theory is introduced here in detail with reference to consumer behavior. HSBT is shown to be a very generally applicable theory, not just ‘middle range’, with a rich set of variables that can accommodate the new microphenomena toward which our field has gravitated. As a grand theory, HSBT provides the ‘context’ necessary to fully understand, explain, and predict consumer behavior.