Consumer behavior involves understanding the set of
decisions (what, whether, why, when, how, where, how
much, and how often) that an individual or group of
consumers makes over time about the acquisition, use,
or disposition of products, services, ideas, or activities.
The psychological core exerts considerable influence
on consumer behavior. A consumer’s motivation, ability, and opportunity affect his or her decisions and
influence what a consumer is exposed to, what he or
she pays attention to, and what he or she perceives.
These factors also affect how a consumer categorizes
or interprets information, how he or she forms and
changes attitudes, and how he or she forms and retrieves memories. Each aspect of the psychological core
has a bearing on the consumer decision-making process, which involves (1) problem recognition, (2) information search, (3) judgment and decision making, and
(4) evaluation of level of satisfaction with the decision