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
Biology and consumer behaviour on eye movement. The famous Coke vs Pepsi study used fMRI scans to show consumers sensory taste preference to Pepsi to Coca-Cola. However, when participants were told they were drinking Coke, their brain activity also changed and they stated their preference for Coca-Cola. This shows that regardless of their biology and sensory reaction, people's consumption behaviour and preferences are influenced by the environment, in this case the perception of brands. 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