Realizing these limitations, marketing scholars began to seek an “understanding of consumer behavior from other sciences. Psychology — the study of individual behavior — was one of the earliest and most extensively used fields from which concepts have been borrowed. Motivation, perception, learning, beliefs, attitudes and so on, have all been used to explain why the consumer behaves the way he or she does. Social psychology is yet another source from which many concepts have been borrowed, as this field is concerned with the behavior of individuals in the presence of other individuals or groups. Research into other sciences such as physiological psychology, which is the “study of the interaction of the body with the mind,” and which studies the “extent to which behavior is caused by physical and chemical phenomena in the body,” is relatively recent