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Consumer Behavior Analysis

Part 3. Consumer Behavior

  1. Gordon R. Foxall

Published Online: 15 DEC 2010

DOI: 10.1002/9781444316568.wiem03032

Wiley International Encyclopedia of Marketing

Wiley International Encyclopedia of Marketing

How to Cite

Foxall, G. R. 2010. Consumer Behavior Analysis. Wiley International Encyclopedia of Marketing. 3.

Author Information

  1. Cardiff University, Cardiff, UK

Publication History

  1. Published Online: 15 DEC 2010


Consumer psychology is usually cognitive in orientation. Yet, there is a large volume of evidence to show that economic behavior is reliably sensitive to environmental contingencies. Specifically, the subdiscipline of behavioral economics is concerned with the combination of experimental economics and operant psychology to elucidate economic relationships. Consumer behavior analysis is the application of behavioral economics to the sphere of human consumer choice, particularly in the context of advanced marketing-oriented economies. The inclusion of marketing brings a further level of complexity to what is already a multidisciplinary exercise. There are considerations stemming from human marketing activity that are never encountered in the laboratory regardless of whether the subjects are human or nonhuman. The very concept of exchange, for instance, is either nonexistent in the nonmarketing environment or very much less complicated. Considerations of price, which are easily replicable in experiments, are compounded by those of advertising, distribution, and subtleties of product characteristics, as well as by issues of status consumption and interpersonal effects that are absent from behavioral economics work in nonmarketing environments. It is the aim of consumer behavior analysis to comprehend marketing-led consumer choice in terms of behavior analysis: to understand how far the methods of behavioral economics can be transferred from their original contexts to the marketing sphere, to recognize differences in human marketing behavior that require behavioral economics to be modified, to arrive at the boundaries of a behavior analytical interpretation of complex human behavior.


  • behaviorism;
  • consumer choice;
  • Behavioral Perspective Model;
  • consumer behavior analysis;
  • behavioral economics;
  • matching;
  • demand analysis;
  • emotion