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 studies the characteristics of individual consumers, by looking at variables such as demographics, psychographics and behavior, in an attempt to understand the consumer and his or her world. Demographics include factors such as race, age, income, mobility (travel time to work or number of vehicles available), educational attainment, home ownership, employment status and location. Psychographics are attributes related to personality, values, attitudes, interests, or lifestyles. Behavioral variables include usage rate and loyalty. Consumer behavior also tries to assess influences on the consumer from groups such as family, friends, reference groups and society in general