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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.
Conventional theory holds that the consumer plays no independent role in whether the recession or growth of the economy. Orthodox theory holds that the consumer cannot directly cause recessions since consumer behavior is completely determined by other economic factors, such as wages, prices, interest rates, and the like.
George Katona (6 November 1901, Budapest – 18 June 1981, West Berlin) [1] was a Hungarian-born American psychologist who was one of the first to advocate a rapprochement between economics and psychology.
The optimal stimulation level (OSL) is the amount of stimulation individuals seek in life. [1] In theories which consider human actions will be affected by motivational tendencies, the concept that for achieving a favorable stimulation level, social practices stimulated by pure desire plays a significant role.
An international academic journal with a foundation in the social sciences, the JCB has a diverse and multidisciplinary outlook which seeks to showcase innovative, alternative and contested representations of consumer behaviour alongside the latest developments in established traditions of consumer research.
The theory of consumer choice is the branch of microeconomics that relates preferences to consumption expenditures and to consumer demand curves.It analyzes how consumers maximize the desirability of their consumption (as measured by their preferences subject to limitations on their expenditures), by maximizing utility subject to a consumer budget constraint. [1]
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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 ...