Who, exactly, is a consumer? Before we understand the psychological factors driving consumers' buying behavior, it is important that we understand who consumers are. Consumers can be a single consumer ...

As a consumer behavior professor, I’m a zealous believer that every professional (and aspiring professional), regardless of career track or concentration, should study consumer behavior. Not yet a ...

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.