Consumer behaviour encompasses the complex processes by which individuals select, purchase, use, and dispose of goods and services. This field integrates insights from psychology, economics, sociology ...

Consumer choice modelling seeks to elucidate how individuals make decisions when faced with multiple product or service alternatives. This field encompasses the study of cognitive processes and ...

The way in which consumers are influenced by emotions in the decision-making process has become evident in the last couple of decades. Traditionally, consumers have been asked ‘how they feel about ...

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.