Biology and consumer behaviour Biology and consumer 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, sociology and economics in attempts to analyse when, why, where and how people purchase in the way that they do. However, little literature has considered the link between our consumption behaviour and the basics of our being, our biology. Segmentation by biological-driven demographics such as sex and age are already popular and pervasive in marketing. As more knowledge and research is known, targeting based on consumers' biology is of growing interest
Frame of reference (marketing) desirable offering available to the consumer. Frame of reference (marketing) In a marketing context "frame of reference" is a phrase used to identify how a new product, service, or concept is consciously placed within a marketplace (Morelo, n.d.). This notion involves identifying and considering the specific perceptions, beliefs, and attitudes of the intended target audience/market. Frames of reference can also be shaped by consumer’s personalities, culture, and history. A frame of reference highlights what is in the frame, and ignores what is not, in order to create a specific picture or idea about or surrounding a product, service, or concept