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Consumer behaviour is the study of individuals, groups, or organisations and all activities associated with the purchase, use and disposal of goods and services.It encompasses how the consumer's emotions, attitudes, and preferences affect buying behaviour.
Consumer behaviour is the study of the motivations surrounding a purchase of a product or service. It has been linked to the field of psychology, [1] sociology [2] and economics [3] in attempts to analyse when, why, where and how people purchase in the way that they do.
The psychology of collecting is an area of study that seeks to understand the motivating factors explaining why people devote time, money, and energy making and maintaining collections. There exist a variety of theories for why collecting behavior occurs, including consumerism, materialism, neurobiology and psychoanalytic theory.
There are generally three ways of analyzing consumer buying decisions: Economic models – largely quantitative and are based on the assumptions of rationality and near perfect knowledge. The consumer is seen to maximize its utility. See consumer theory. Game theory can also be used in some circumstances.
In the field of consumer behavior, an impulse purchase or impulse buying is an unplanned decision by a consumer to buy a product or service, made just before a purchase. [1] One who tends to make such purchases is referred to as an impulse purchaser , impulse buyer , or compulsive buyer .
The pain of paying is a concept from Behavioral Economics and Behavioral Science, coined in 1996 by Ofer Zellermayer, whilst writing his PhD dissertation at the University of Carnegie Mellon, under supervision of George Loewenstein. The term refers to the negative emotions experienced during the process of paying for a good or service. [1]
Behaviors can also be restricted by external or situational constraints which refer to restrictions outside the individual's control, such as economic or political factors. [7] There are many different theories regarding how consumers make decisions. These can be applied to try to explain why there is a value-action gap for some behaviors.
Studies of emotion are crucial to advertising research as it has been shown that emotion plays a significant role in ad memorization. [2] [3] [4] Classically in advertising research, the theory has been that emotion and ratio are represented in different regions of the brain, [3] but neuroscience may be able to disprove this theory by showing that the ventromedial prefrontal cortex and the ...