Abstract
“Consumer behaviour has been described as the dynamic interaction of affect and cognition, behaviour, and environmental events by which human beings conduct the exchange aspects of their lives” (Blythe, J. The essence of consumer behaviour, p.2). In other words, marketing strategies should understand how consumers think and are influenced, how they behave while shopping, how they process information, which and how much information can they process, what drives and motivates them, what is the room for emotions… “Consumer economics (…) is the study of the “demand behind the demand”: what drives people to want, need, and buy –or not. Only when this most basic unit of consumer motivation is in place can businesses design products and marketing messages to speak clearly and directly to the only motivations that count: the buyer's.”(King, M.J. & Rigby, B., The Galt Global Review, August 10th, 2005, article: “Cause and effect: consumer economics”)
