The Role of Schemas in Consumer Behavior Research

Consumer behavior researchers have frequently employed schema theory as the theoretical underpinning of their investigations. A schema is a cognitive structure in memory representing a person's knowledge of a stimulus, which can include people's perceptions of themselves, other people, products, roles and occupations, and the situations they face. The article discusses the types of schemas, the effects of schemas, and their use as a theoretical underpinning of consumer behavior research efforts. The article concludes with ideas for future research on the role of schemas in the investigation of the factors that influence consumer behavior.

Keywords: schema; self perception; consumer behavior