Emotions in shopping behavior

The Myth of the Rational Consumer

There is a basic misunderstanding about the forces that shape shopping behavior. Consumers believe that they act rationally to maximize their personal best interests when making purchase decisions. And marketers assume that consumer shopping decisions are based on rational evaluation of the features and attributes of the products they sell – aided, of course, by communications and other brand promotion activity. But consumer rationality is more myth than fact. We know this from an in-depth analysis of consumers’ self-reported behavior and a review of the psychological factors that affect their purchasing process. ….[READ]


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