Consumer behaviour Consumer behaviour Consumer behaviour is the study of individuals, groups, or organizations and all the activities associated with the purchase, use and disposal of goods and services, including the consumer's emotional, mental and behavioural responses that precede or follow these activities. Consumer behaviour emerged in the 1940s and 50s as a distinct sub-discipline in the marketing area. Consumer behaviour is an inter-disciplinary social science that blends elements from psychology, sociology, social anthropology, anthropology, ethnography, marketing and economics, especially behavioural economics. It examines how emotions, attitudes and preferences affect buying behaviour. Characteristics of individual consumers such as demographics, personality lifestyles and
Structure and agency issue at the heart of both classical and contemporary sociological theory: the question of social ontology: "What is the social world made of?" "What is a cause of the social world, and what is an effect?" "Do social structures determine an individual's behaviour or does human agency?" Structural functionalists such as Émile Durkheim see structure and hierarchy as essential in establishing the very existence of society. Theorists such as Karl Marx, by contrast, emphasize that the social structure can act to the detriment of the majority of individuals in a society. In both these instances "structure" may refer to something