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Perspectives on Consumer Behaviour

In: Consumer Demographics and Behaviour

Author

Listed:
  • Jo M. Martins

    (Macquarie University, Department of Marketing and Management)

  • Farhat Yusuf

    (Macquarie University, Department of Marketing and Management)

  • David A. Swanson

    (University of California Riverside, Department of Sociology)

Abstract

This chapter starts with the notion that consumer behaviour has been the object of varying perspectives, assumptions and interpretations. It introduces perspectives concerned with the maximisation of consumer self-interest according to tastes and income constraints in the traditional economic model. It discusses the organising frameworks in psychology concerned with the hierarchy of human needs and the hierarchy of effects and other models concerned with cognitive, affective and conation elements in consumer behaviour, including the concepts of sex and gender characteristics that are not necessarily synonymous. It considers some sociological propositions concerned with social differentiation, social attachment and regulation that affect consumer behaviour. It examines concepts related to fashion and conspicuous consumption, as manifestations of status symbolism and exclusiveness that ranges from stages of adoption to decline and obsolescence. It examines gender issues and their manifestations. It also reviews some anthropological perspectives that deal with concepts of reciprocity and social relationships that influence human behaviour as producers and consumers. It looks at some psychographic perspectives that deal with different types of motivation and varying degrees of resources that segment markets. Finally, it examines the divergence and congruence in these varied perspectives.

Suggested Citation

  • Jo M. Martins & Farhat Yusuf & David A. Swanson, 2011. "Perspectives on Consumer Behaviour," The Springer Series on Demographic Methods and Population Analysis, in: Consumer Demographics and Behaviour, chapter 0, pages 15-35, Springer.
    • Handle: RePEc:spr:ssdmcp:978-94-007-1855-5_2
    DOI: 10.1007/978-94-007-1855-5_2
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