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Consumer Dynamics

In: Agile Marketing Strategies

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  • Rajagopal

    (EGADE Business School)

Abstract

Consumer behavior is evolving continuously through adaptation (fitting consumption to manufacturing and marketing ecosystems), divergence (changing preferences, technology advancement, and market trends), and noise (crowd behavior, social stimuli, and personality). The taxonomy of consumer behavior includes individual and group behavior, and social consumption behavior. Consumer emotions contribute significantly to the neurobehavioral dynamics, which reflects in consumer perceptions, attitude, and actions. Emotions, personality, self-concepts, self-image congruence, and anthropomorphism significantly affect the buying decision-making and consumption practices. In addition, external factors (social behavior, market trends, and technology) and shifts in preferences (personal, health, organic, and sustainability) influence consumer behavior over the long term. Neuromarketing has emerged as a new stream of brain research, which has broadly benefitted the advertising and communication in the firms. Neuromarketing is the part of neuroscience research that targets at contemplating the purchaser conduct through the cerebrum’s instinctual procedures and reactions. This chapter discusses evolution of consumer behavior and analyzes the behavioral ecosystem in the context of cognition and emotions that contributes to neurobehavioral attributes. In addition, this chapter also examines the causes and effects of changing consumer preferences under the transforming marketing practices.

Suggested Citation

  • Rajagopal, 2022. "Consumer Dynamics," Springer Books, in: Agile Marketing Strategies, chapter 0, pages 25-53, Springer.
    • Handle: RePEc:spr:sprchp:978-3-031-04212-6_2
    DOI: 10.1007/978-3-031-04212-6_2
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    Cited by:

    1. Garner, Benjamin & Hollenbeck, Candice R., 2023. "The role of natural scarcity in creating impressions of authenticity at the Farmers’ market," Journal of Business Research, Elsevier, vol. 167(C).
    2. Niu, Xiaoxiao & Harvey, Nigel, 2023. "Are lay expectations of inflation based on recall of specific prices? If so, how and under what conditions?," Journal of Economic Psychology, Elsevier, vol. 98(C).
    3. Grossman, Ori & Rachamim, Matti, 2024. "How can coffee shops draw customers back after COVID-19? the influence of psychological distance on coffee versus tea preference," Journal of Business Research, Elsevier, vol. 172(C).

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