The Psychology of Consumer Behavior

1 Introduction

Recall the last time you purchased a beverage in a grocery store. You located the beverage aisle, examined the various available brands, selected the chosen beverage brand, and paid for it on your way out: This seems to be an unremarkable and everyday sort of event. However, upon closer examination, there is a host of questions that are raised by this everyday behavior. How did you first become aware of the chosen beverage brand: through commercial advertisements on television, through your friends, or at the point of decision in the beverage aisle? How did you develop a positive evaluation of this brand: was it the price? Has this brand been recommended in the media by one of your favorite celebrities? Does this brand have something ...