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
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