Consumer behavior analysis by describing the Behavioral Perspective Model of consumer choice and showing how research has, first, confirmed this framework and, second, opened up behavior analysis and behavioral economics to the study of consumer behavior in natural settings. It concludes with a discussion of current investigations in consumer research and theory. Hopefully, it will serve as an invitation to other researchers to work within this exciting and relevant context.
Consumer behavior is a subcategory of marketing that blends elements from economics, psychology, sociology, social psychology, anthropology and other sciences, such as physiological psychology, biochemistry, and genetics. The field of economics actually provided the foundation for marketing, but it wrongly assumed “that consumers are rational decision makers who actively seek information, objectively evaluate alternatives available to them, and make rational selections of products or services to maximize their benefits.” By neglecting the emotional side of the customer, among other psychological factors, economists “failed to provide marketing with all of the concepts needed to understand the complexities” of what motivates consumers
Consumer behavior analysis by describing the Behavioral Perspective Model of consumer choice and showing how research has, first, confirmed this framework and, second, opened up behavior analysis and behavioral economics to the study of consumer behavior in natural settings. It concludes with a discussion of current investigations in consumer research and theory. Hopefully, it will serve as an invitation to other researchers to work within this exciting and relevant context.
Consumer behavior is a subcategory of marketing that blends elements from economics, psychology, sociology, social psychology, anthropology and other sciences, such as physiological psychology, biochemistry, and genetics. The field of economics actually provided the foundation for marketing, but it wrongly assumed “that consumers are rational decision makers who actively seek information, objectively evaluate alternatives available to them, and make rational selections of products or services to maximize their benefits.” By neglecting the emotional side of the customer, among other psychological factors, economists “failed to provide marketing with all of the concepts needed to understand the complexities” of what motivates consumers
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