Consumer Behavior

Consumer behavior is a field of study that generally falls under the umbrella of marketing and is associated with consumer research. Consumer behavior is defined as being concerned with “individuals or groups acquiring, using and disposing of products, services, ideas or experiences” (Arnould, Price, and Zinkhan 2002, 5) and as “the study of the processes involved when individuals or groups select, purchase, use or dispose of products, services, ideas or experiences to satisfy wants and needs” (Solomon et al. 2006, 6). Consumer behavior can be regarded as having evolved from buyer behavior and a concern with rational buyer decision making, often typified by an interest in cognition, affect, and behavior. The shift in title from “buyer” to “consumer” often represents a broadening of interest beyond ...