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 to, is influencing the behaviour of consumers with regard to the food choices they make. Addiction to substance abuse is partially determined by genes, which predispose individuals to have addictive personalities; however the stimuli with which an addiction develops is dependent on the environment. Addiction is persistent and compulsive, and has a significant impact upon consumer behaviour. Individuals who experience substance abuse, for example, are prone to basing their consumption primarily around the purchasing of alcohol, even at the expense of other important aspects of well-being. The link between biology and marketing is not a new phenomenon, especially through segmentation